Lego’s Chief Executive Jørgen Vig Knudstorp has moved roles to focus on building the company’s global brand.
He will be replaced by Bali Padda, Lego’s British chief operations officer.
Knudstorp, who took the helm of the Danish toy maker in 2004, is widely credited with turning the company round and increasing revenue five fold to 35.8bn kroner (£4.1bn) in 2015.
The new unit, Lego Brand Group, will work across LEGO groups including the Merlin Entertainments-controlled LEGOLAND theme parks and discovery centres.
Knudstorp will also become chairman of Lego Group.
Targets for brand expansion include China. The Group opened a new factory in Jiaxing last month which will supply 70% and 80% of all LEGO products across Asia.
Knudstorp will also become chairman of Lego’s board in May 2017.