LEGO Digital Play is a newly established company under KIRKBI, the parent company of the LEGO Group, founded on December 23, 2024, and based in London, England. The company operates independently from the LEGO Group, focusing on developing innovative digital gaming and play experiences that extend the LEGO brand into the digital realm.

The mission of LEGO Digital Play is to create engaging and safe digital entertainment for children and families. The company aims to inspire imagination and delight through new digital games and interactive experiences that reflect the creative spirit of LEGO. Targeting a broad audience, including children, families, and LEGO fans, LEGO Digital Play emphasizes building trust and providing positive digital play environments. With leadership from Aaron Loeb, who has extensive experience in the gaming industry, the company is poised to explore new opportunities in digital play.