LEGO Direct

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Revision as of 23:15, 6 July 2024 by Mdean (talk | contribs) (Mention Billund office)
LEGO Direct
Company typeDivision
Founded1999 (1999)
Defunct2004 (2004)
FateDissolved
HeadquartersManhattan, ,
United States
Key people
Brad Justus
ParentLEGO A/S

LEGO Direct was the direct-to-consumer division of the LEGO group from 1999 to 2004. It was formed to improve the LEGO Group's interactions with consumers by consolidating its direct-to-consumer activities.[2]

History

LEGO Direct was announced publicly in 1999 by its Senior Vice President and founding member Brad Justus.[3] Some of its responsibilities were LEGO Shop @ Home, LEGO.com, and LEGO Club Magazine.[2] LEGO Direct partnered with New York game studios including Templar Studios and Gamelab to produce LEGO web games. The division was dissolved in 2004 after Brad's departure.[4]

Offices

LEGO Direct was founded and headquartered in Manhattan.[1] By 2003, LEGO Direct had an office in Billund.[5]

In 2001, artist Eric Harshbarger was commissioned to build a mosaic mural of the New York skyline out of LEGO bricks for LEGO Direct's New York City office.[6].

References

{{reflist|refs=

[6] [3] [4] [2] [1] <ref name="billund-office"> {{cite web}}: Empty citation (help)

  1. 1.0 1.1 1.2 "Bits N' Bricks Season 3 Episode 29 Feature and Transcript" (PDF). LEGO Group. p. 10. Retrieved 2024-06-30.
  2. 2.0 2.1 2.2 Varszegi, Erik (2005). "Interview with Erik Varszegi" (PDF). BrickJournal. No. 1. pp. 10–11. Retrieved 2024-06-30.
  3. 3.0 3.1 Justus, Brad. "Introducing LEGO Direct". LUGNET.
  4. 4.0 4.1 Justus, Brad. "goodbye... and hello". LUGNET.
  5. Cite error: Invalid <ref> tag; no text was provided for refs named billund-office
  6. 6.0 6.1 Harshbarger, Eric. "Physical Pixels..."