LEGO Is Hiring

Public Relations Manager – LEGO Systems, Inc., Enfield, Conn.

Brand Relations is on the forefront of maintaining public perception of the LEGO brand primarily through news media, bloggers, analysts, experts, trade and social media. The majority of the work is focused on national and regional media relations, blogger relations, toy testing programs, direct-to-consumer events and stunts to generate news stories in print, on TV, on the radio and online.

The Public Relations Manager is a primary point of contact in communications and relationship building/maintenance with any level of news media who may find interest in the LEGO brand. Manager works extensively across internal groups to understand objectives, then develops and manages PR programs that best reach target audiences and drive desired action while building and bolstering brand affinity.

Core Responsibilities

Develop and manage PR programs to support company objectives (30%)

  • leverage consumer insights to develop and manage product publicity, brand building and social media campaigns for several product categories to drive affinity, awareness and demand

Maintain external brand reputation and affinity (35%)

  • serve as primary media relations specialist (proactive and reactive point of contact)
  • assist Director in corporate, internal and crisis communications plans and activity
  • leverage new forms of media – blogs, social networks, etc – to gain placements throughout the year

Build, develop and maintain industry relationships that drive value for the Brand (20%)

  • identify and develop relationships with core media targets to meet company objectives (influencers, press, bloggers, experts, analysts, etc.)
  • staff and manage trade, gift and holiday press shows

Organize and manage internal department processes (15%)

  • manage active news bureau of press materials and assets
  • manage community relations, donations and employee giving programs
  • collaborate on and participate in development of internal processes, forums, activities (e.g. social media management, global PR and communications planning)


Bachelor’s degree and at least 4-6 years related work experience, not including internships, a portion of which must have been served in a PR agency or in-house communications department (preferably in consumer goods). Candidates must be able to demonstrate strong communications skills, writing ability and flexibility/willingness to do whatever it takes to get the job done. Demonstrated track record in generating and maintaining press relationships (preferably with an established network of relevant consumer/business press contacts) and a strong docket of press coverage. Social Media management a strong plus. Demonstrated skill in decision making, team orientation and integrity. Strong planning, organizational and management skills preferred. Must be a self-starter, have strong instinct and ability to leverage experience to handle any situation. Polished, professional presence, poise, confidence and the ability to articulate messages in a clear, concise and enthusiastic manner. Must have experience delivering national news headlines, pitching press on story ideas and placing products in relevant editorial opportunities. Energized by fast-paced work day with strong ability to multi-task, manage multiple priorities at once and meet deadlines. Should have functional knowledge of all news media and a current participation in and understanding of social media. Strong understanding of how to motivate a target audience, anticipate and overcome objections and maneuver a dynamic media landscape. Big picture, creative thinker with ability to identify trends and connect projects to tell broader stories and also dive deep on individual projects to craft and tell niche, vertical stories. Ability to travel extensively as necessary domestically and internationally, including weekends. News writing samples required, as well as examples of press coverage secured directly by the candidate.

The LEGO Group offers unique and challenging career opportunities in a global organization founded on fun, creativity and innovation. The name ‘LEGO’ is an abbreviation of the two Danish words “leg godt”, meaning “play well”. And that has been our guideline since 1932. Today, LEGO Group is the world’s largest manufacturer in construction toys and LEGO products are sold in more than 130 countries. Our head office is in Billund, Denmark, and we have subsidiaries and branches throughout the world.

LEGO Systems is an inspiring and rewarding place to work. Our culture is characterized by an informal atmosphere, an open dialogue, and respect for each other. So if you are a dedicated professional with an imaginative mind who wants to take play seriously, we can offer you the building blocks for a great career.

LEGO Systems is proud to be an AAP EEO employer M/F/V/D.

The link to the online submissions tool is found at: