Lego has named Kelsey Gray Sherman its first head of celebrity and partnerships, a role covering partnerships where the brand takes the lead. The appointment was announced on 27 October 2026.
The post sits in the Entertainment, Partnerships & Content division. Sherman will work as a Hollywood 'star wrangler' there and report to Jill Wilfert, the division's senior vice president.
Before joining Lego, Sherman was vice president of entertainment marketing at WME, where she ran talent partnerships and strategy for major global brands, including McDonald's, Visa, Amazon and Lego.
The job's goal is to build the company's approach to celebrities. Sherman will define how Lego works with artists and brands, going beyond traditional licensing and co-branded products.
In written answers, Sherman said her remit covers artists who have agents. Fan creators and local influencers at Lego are handled by separate in-house teams.
Christmas advertising still relies on celebrities, however. Tesco released its ad on 1 November. The campaign launched on social media, Tesco.com and Clubcard email, and the first TV airing was on ITV during Who Wants to Be a Millionaire? The ad stars comedy actress Roisin Conaty and actress Anna Maxwell Martin. A representative of the agency BBH said Tesco has not used celebrities in its Christmas ads for several years.
For agencies and talent managers, Lego now has a dedicated role for celebrity deals. Creators stay with other teams under this setup.
