INDEX / DIRECTORY / LEGO

Lego

Toys & Games 58 CITED SOURCES UPDATED 2026-09-22 METHOD V6.5
BDS-1000 Score 302 /1000 D Tier D - Moderate
Military ↗ 0.00 Digital ↗ 0.00 Economic ↗ 3.40 Political ↗ 3.40
OWNERSHIP TREE 102 brands and group businesses View all

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Key Findings

  • Economic: LEGO products are available in Israel through authorised-partner Certified Stores and distribution, including a Tel Aviv Certified Store; TorGroup describes nationwide distribution and brand-store operations.1, 2, 3
  • Political: LEGO Holding holds registered Israeli trademark rights, but the record establishes intellectual-property administration rather than an Israeli operating subsidiary or activity in occupied territory.4
  • Digital: LEGO historically used Israeli company EyeCue’s brick-recognition technology for the consumer game LEGO Life of George; the reviewed record does not establish a continuing relationship or security-sector use.5, 6
  • Not found: No public evidence identified of LEGO contracts with Israeli military, intelligence, or state-security bodies; military-product supply; occupied-territory outlets; or Israel/Palestine-related lobbying, political donations, or military-welfare funding.7, 8, 9, 10

Target Profile

FieldDetail
Company NameLEGO A/S / The LEGO Group
JurisdictionDenmark; LEGO A/S is Danish-incorporated and registered in Billund.11
HeadquartersBillund, Denmark.11
SectorToys, games, consumer products, education, and associated digital play.11, 12
OwnershipPrivately held and family-owned: LEGO Holding A/S holds 75% of LEGO A/S and LEGO Foundation Investments A/S holds 25%; LEGO Holding is owned by KIRKBI A/S, the Kirk Kristiansen family holding company.11, 13
Key Executives / GovernanceThomas Kirk Kristiansen is Chair of LEGO A/S and KIRKBI A/S; Niels B. Christiansen is LEGO Group President and CEO and CEO of LEGO Holding. The LEGO A/S board listed Thomas Kirk Kristiansen, Søren Thorup Sørensen, Ebi Atawodi, Fiona Dawson, Alessandro Nasi, Jan Thorsgaard Nielsen, Ilkka Paananen, and Anne Sweeney.14, 11
Israeli-Nexus SummaryDocumented nexus is civilian Israeli consumer-market distribution, Certified Stores, Israeli trademark administration, and a historical consumer-game technology relationship with EyeCue; no public evidence identified of military or state-security contracting.1, 2, 4, 5, 7

Key Facts:

Executive Summary

LEGO’s documented Israel nexus is principally commercial and civilian. Its products are available through an Israel-localized online market page, authorised-partner Certified Stores, and Israeli distribution. LEGO’s store locator identifies a Certified Store in Tel Aviv, while TorGroup states that it represents LEGO in Israel, distributes through more than 1,200 sales points, and operates physical and online brand stores.15, 2, 3 LEGO’s own Certified Stores guidance specifies that these stores are owned and operated by authorised partners, so the record does not establish LEGO Group ownership or operation of Israeli retail locations.1

The company also has documented Israeli intellectual-property administration. Israel’s trademark registry records LEGO Holding A/S of Billund as proprietor of trademark no. 56422 for toys, games, and playthings, with a stated expiry date of 2 June 2028 and a February 2025 proprietor-detail change from LEGO Juris A/S.4 This is evidence of registered brand rights in Israel, not evidence by itself of a local subsidiary, state partnership, settlement operation, or military relationship.4

The identified digital relationship is historical and consumer-facing. LEGO announced in 2011 that LEGO Life of George used EyeCue-powered brick-recognition software; LEGO later described EyeCue as an Israeli technology company whose founder worked with LEGO to adapt the technology for iPhone after 2010 experimentation.5, 6 The available material does not establish that the relationship remains active, what its commercial terms were, whether the technology was reused, or that it was used for surveillance, state, military, intelligence, or law-enforcement purposes.5, 6

No public evidence identified in the reviewed procurement, corporate, technology, distribution, and civil-society materials of LEGO supplying the IDF, Israeli Ministry of Defense, intelligence agencies, police, prisons, border bodies, or another Israeli state-security organisation.7, 8 No public evidence identified of military or dual-use product supply, defence-prime supply-chain integration, Israeli government-cloud participation, occupied-territory retail operations, settlement-related sourcing, Israel/Palestine lobbying, or donations to military-welfare or settlement organisations.7, 8, 9, 10

The fixed human-vetted V6.5 result is BRS 302, Tier D (Moderate Complicity). The score reflects the documented civilian commercial presence and political/market nexus while retaining zero military and digital domain scores because the reviewed evidence does not substantiate military, security, surveillance, or state-technology involvement.

Timeline of Relevant Events

DateEvent
1932LEGO states that the group was founded in Billund, Denmark by Ole Kirk Kristiansen.11
2 June 1983Israeli trademark no. 56422 for toys, games, and playthings was filed, naming LEGO Holding A/S as proprietor; the registry gives an expiry date of 2 June 2028.4
2010LEGO’s later account states that its collaboration with EyeCue followed iPhone experimentation in 2010.6
2011LEGO announced LEGO Life of George, a consumer game using EyeCue-powered brick-recognition software.5
26 August 2019LEGO Education International issued a letter naming Robotec Technologies Ltd. as sole authorised distributor for LEGO Education in Israel through 31 December 2019.17
4 March 2022LEGO announced a pause in product shipments to Russia and DKK 110 million in donations to relief partners responding to Russia’s invasion of Ukraine; the statement does not address Israel/Palestine.18
13 February 2025Israel’s trademark record recorded a proprietor-detail change from LEGO Juris A/S to LEGO Holding A/S.4
9 May 2025Alessandro Nasi joined the LEGO A/S board.19
2025LEGO’s annual report identified LEGO A/S ownership as 75% LEGO Holding A/S and 25% LEGO Foundation Investments A/S.11
20 August 2026Globes reported a commercial agreement involving LEGO products at approximately 90 Shufersal branches and online.20

Corporate Overview

LEGO A/S is the LEGO Group’s Danish-incorporated parent company. As at 31 December 2025, LEGO Holding A/S held 75% and LEGO Foundation Investments A/S held 25% of LEGO A/S. LEGO Holding is wholly owned by KIRKBI A/S, while LEGO Foundation Investments is wholly owned by the LEGO Foundation.11 KIRKBI identifies itself as the Kirk Kristiansen family holding company.13

KIRKBI reported that LEGO Juris A/S, previously owner of LEGO and LEGOLAND trademarks, was renamed LEGO Holding A/S from 1 January 2025. KIRKBI stated that LEGO Holding would consolidate the LEGO Group, LEGO Education, LEGO House, KIRKBI’s Merlin Entertainments holding, an Epic Games investment, and relevant brand rights and licences.21 This ownership and brand structure does not itself establish an Israeli state connection.

The documented Israeli operating relationship is retail distribution through third parties. LEGO identifies Israel as a country with Certified Stores and says these are owned and operated by authorised partners.1 TorGroup represents itself as LEGO’s Israeli representative and describes national distribution, online sales, physical brand stores, and more than 1,200 points of sale.3 The reviewed sources do not disclose the underlying distribution agreement, territorial restrictions, importer-of-record arrangements, or the partner’s ownership structure.1, 3

The audit identified no Israeli LEGO corporate office in LEGO’s retrieved corporate-locations material and no Israel-domiciled subsidiary in the cited 2022 group-structure table; both are bounded document findings and do not establish absence of an unlisted distributor, reseller, licensee, contractor, or subsequently formed entity.16, 22 A non-official business-record page lists “LEGO Technology Solutions Ltd.” in Netanya, incorporated in 2023, but it does not establish ownership, control, or affiliation with the LEGO Group and therefore remains unverified as a LEGO entity.23

Domain Summaries

Military: Military

Mechanism of Involvement

No public evidence identified in the reviewed Israeli Ministry of Defense procurement-directorate, vendor-portal, corporate, distribution, and defence-directory materials naming LEGO A/S, LEGO System A/S, LEGO Holding, KIRKBI, the LEGO Foundation, TorGroup, or Shufersal as suppliers to the Israeli Ministry of Defense, IDF, police, prisons, border bodies, or another Israeli state-security organisation.7, 8, 24

No public evidence identified of LEGO manufacturing or supplying weapons, munitions, weapons components, tactical systems, military-training products, ruggedised products, heavy machinery, checkpoint or barrier works, settlement infrastructure, base services, transport, freight, facilities management, or other logistical sustainment for Israeli security customers.7, 8, 24

Alessandro Nasi became a LEGO A/S board member in May 2025 and has held governance roles connected with Iveco Defence Vehicles.19, 25 This is a documented defence-industry governance connection involving an individual director; the reviewed sources do not establish a LEGO supply relationship with Iveco Defence Vehicles, an Israeli customer, an Israeli procurement link, or a LEGO operational relationship resulting from Nasi’s role.19, 25

Counter-Arguments and Evidence Limits

LEGO’s strongest defence is the civilian character of the documented Israeli relationship: authorised retail, distribution, trademark administration, and consumer products rather than security procurement.1, 3, 4 The review found no identified military end user, tender award, contract, end-user certificate, military import record, export licence, or defence-directory listing naming LEGO.7, 8, 24

The accessible Israeli procurement systems do not provide a complete open, target-searchable award ledger, and some tender details require identification or login. Consequently, the finding is properly “No public evidence identified,” not a categorical clearance of unpublicised, classified, distributor-mediated, or login-gated activity.7, 8

Named Entities and Evidence Map

Digital: Digital

Mechanism of Involvement

LEGO’s 2011 Life of George announcement described a consumer iOS game using EyeCue-powered brick recognition to capture and score physical LEGO models.5 LEGO’s later account identifies EyeCue as an Israeli technology company and describes work with its founder to adapt the technology for iPhone.6 EyeCue identifies itself as based in Yokneam, Israel and displays LEGO as a client reference.26

The documented use was computer vision for a consumer game, not a stated deployment for surveillance, facial recognition, biometrics, retail loss prevention, predictive policing, workforce monitoring, military, intelligence, or law-enforcement use.5, 6

Counter-Arguments and Evidence Limits

No public evidence identified of LEGO contracts with Israeli security bodies; Israeli government-cloud contracts; Project Nimbus participation; Israeli data-centre infrastructure; use of Israeli-origin surveillance technology; or LEGO systems supplied for Israeli military, intelligence, or law-enforcement use.8, 27, 28

The reviewed public sources do not establish whether the EyeCue relationship remains active, its duration, contract value, maintenance arrangements, or reuse in later products.5, 6, 26 LEGO’s Data Ethics Policy does not identify cloud providers, processing jurisdictions, data-centre regions, or a subprocessor list sufficient for a comprehensive assessment of its wider digital estate.27

Named Entities and Evidence Map

Economic: Economic

Mechanism of Involvement

LEGO has a documented consumer market presence in Israel through authorised-partner Certified Stores, an Israeli-market website, and distribution. LEGO’s store locator identifies a Certified Store at Dizengoff Center, Tel Aviv-Yafo; TorGroup describes nationwide distribution and retail activity; and LEGO’s Certified Stores guidance states that stores are owned and operated by authorised partners.2, 3, 1

LEGO Holding has registered Israeli trademark rights for toys, games, and playthings. The trademark record establishes brand-rights administration and legal representation, not a demonstrated Israeli operating subsidiary or state partnership.4, 29

Counter-Arguments and Evidence Limits

No public evidence identified of a LEGO-owned Israeli factory, R&D centre, data centre, logistics hub, acquisition, sovereign-bond holding, Israel-focused fund holding, Israeli corporate office, workforce total, tax contribution, or designation of Israel as a strategic market hub.16, 30

LEGO’s February 2024 direct-supplier list contained no text match for “Israel,” while its transparency statement describes direct suppliers as predominantly located in Europe, Mexico, and China.31, 30 This is not proof that no indirect Israeli supplier, distributor, or region-linked supply-chain relationship exists.31

No public evidence identified that LEGO, its authorised Israeli retail partner, or identified retail channels sold LEGO products from a West Bank, East Jerusalem, or Golan Heights settlement location.32 The OHCHR settlement-business database update reviewed also contained no LEGO mention, a source-specific absence that should not be generalized beyond that record.33

Named Entities and Evidence Map

Political: Political

Mechanism of Involvement

The political-domain nexus arises from ongoing consumer-market availability, authorised retail and distribution, and registered intellectual-property rights in Israel, rather than an identified governmental mandate or state-security partnership.15, 1, 3, 4 The reviewed Israeli operating materials describe a consumer-product footprint.1, 3

LEGO issued a March 2022 statement on Russia’s invasion of Ukraine, including a shipment pause and relief donations; that statement does not support an inference about LEGO’s position on Israel/Palestine.18 No public evidence identified of an official LEGO Group statement specifically addressing Israel, Palestine, or Gaza in the reviewed corporate and market-facing materials.15, 18

Counter-Arguments and Evidence Limits

No public evidence identified of LEGO, TorGroup, or the identified Israeli retail operation donating to the IDF, Friends of the IDF, settlement organisations, military-welfare funds, or state-aligned conflict efforts after 7 October 2023.9 No public evidence identified of Israel/Palestine-related lobbying, anti-BDS advocacy, PAC activity, political donations, military-welfare funding, settlement affiliations, or public conflict advocacy by LEGO or reviewed controlling principals.9, 10

No public evidence identified of a certified outlet in the West Bank, East Jerusalem, or Golan Heights from reviewed official store materials.32 The record also does not establish Israeli state ownership, government board appointments, governmental shareholding, or a corporate charter linking LEGO’s primary mission to Israeli state objectives.11, 4

Named Entities and Evidence Map

BDS-1000 Score

Method: V6.5

DomainIMPV-Domain Score
Military0.000.000.000.00
Digital0.000.000.000.00
Economic3.407.007.603.40
Political3.407.009.003.40

V_MAX is driven jointly by Economic and Political at 3.40, reflecting documented Israeli consumer-market distribution, authorised retail, and trademark administration. The Tier D result does not rest on a verified military or digital-security nexus: both Military and Digital are fixed at 0.00.

This is a scale-free, evidence-only, human-vetted V6.5 assessment. It records documented activity types, scale, and directness while retaining negative findings and unresolved attribution limits.

Methodology Note

Footnotes

  1. https://www.lego.com/en-us/service/help-topics/article/lego-certified-stores?age-gate=grown_up ↩ ↩2 ↩3 ↩4 ↩5 ↩6 ↩7 ↩8 ↩9 ↩10

  2. https://www.lego.com/en-us/stores/store/tel-aviv ↩ ↩2 ↩3 ↩4

  3. https://www.torgroup.co.il/ ↩ ↩2 ↩3 ↩4 ↩5 ↩6 ↩7 ↩8 ↩9 ↩10

  4. https://trademarks.justice.gov.il/TradeMarkSearch/ReportView?TMCaseNo=56422 ↩ ↩2 ↩3 ↩4 ↩5 ↩6 ↩7 ↩8 ↩9 ↩10 ↩11

  5. https://www.prnewswire.com/news-releases/lego-group-unveils-first-fully-integrated-digital-to-physical-gaming-experience-130773773.html ↩ ↩2 ↩3 ↩4 ↩5 ↩6 ↩7 ↩8 ↩9

  6. https://www.lego.com/cdn/cs/set/assets/bltafe6700d2dee6ad2/bits_n_bricks_s03e32_feature_and_transcript.pdf ↩ ↩2 ↩3 ↩4 ↩5 ↩6 ↩7 ↩8

  7. https://www.mod.gov.il/en/departments/defense-procurement-directorate-dpd ↩ ↩2 ↩3 ↩4 ↩5 ↩6 ↩7 ↩8 ↩9

  8. https://www.online.mod.gov.il/ENG/pages/General/Info/start.aspx ↩ ↩2 ↩3 ↩4 ↩5 ↩6 ↩7 ↩8 ↩9

  9. https://www.torgroup.co.il/lego ↩ ↩2 ↩3 ↩4

  10. https://www.lego.com/en-us/aboutus/lego-group/management ↩ ↩2 ↩3 ↩4 ↩5

  11. https://www.lego.com/cdn/cs/aboutus/assets/bltc43f38d930d0440a/2025_Annual_Report_-_The_LEGO_Group.pdf ↩ ↩2 ↩3 ↩4 ↩5 ↩6 ↩7 ↩8 ↩9

  12. https://www.kirkbi.com/business-areas-info/ ↩

  13. https://www.lego.com/en-us/aboutus/lego-group/ownership ↩ ↩2

  14. https://www.kirkbi.com/about-us/board-and-management/ ↩ ↩2 ↩3

  15. https://www.lego.com/en-il/page/lego-offers-promotions ↩ ↩2 ↩3 ↩4 ↩5

  16. https://www.lego.com/en-us/aboutus/lego-group/contact/locations ↩ ↩2 ↩3

  17. https://codelego.co.il/wp-content/uploads/2019/10/20190826161736774.pdf ↩ ↩2 ↩3

  18. https://www.lego.com/en-us/aboutus/news/2022/march/statement-on-ukraine-russia ↩ ↩2 ↩3

  19. https://www.lego.com/en-us/aboutus/news/2025/may/the-lego-group-welcomes-alessandro-nasi-to-its-board-of-directors ↩ ↩2 ↩3 ↩4

  20. https://en.globes.co.il/news/article.aspx?did=1001552893 ↩ ↩2 ↩3

  21. https://www.kirkbi.com/press-releases/2024/kirkbi-takes-first-steps-to-implement-a-new-structure-supporting-the-kirk-kristiansen-family-s-long-term-owner-vision/ ↩

  22. https://www.lego.com/cdn/cs/aboutus/assets/blt70ef2efdd8d21dc7/LEGO_Annual_Report2022_Final_WEB.pdf ↩

  23. https://www.checkid.co.il/company/%D7%9C%D7%92%D7%95-%D7%A4%D7%AA%D7%A8%D7%95%D7%A0%D7%95%D7%AA-%D7%98%D7%9B%D7%A0%D7%95%D7%9C%D7%95%D7%92%D7%99%D7%99%D7%9D-%D7%91%D7%A2~%D7%9E-516822988 ↩ ↩2 ↩3

  24. https://www.sibat.mod.gov.il/OurServices/Pages/%E2%80%8BDefense%20and%20HLS%20directory.aspx ↩ ↩2 ↩3 ↩4

  25. https://www.ivecogroup.com/-/media/group/governance/board_of_directors/docs/Alessandro_Nasi_Non-Executive_Director_Iveco_Group_CV_March_2026.pdf?rev=44a1bdd38b0244e9b7c69cdef23743ec ↩ ↩2 ↩3 ↩4

  26. https://www.eyecue-tech.com/ ↩ ↩2 ↩3

  27. https://www.lego.com/cdn/cs/aboutus/assets/bltff3a019094ec59d8/Data_Ethics_Policy_2024.pdf ↩ ↩2

  28. https://education.lego.com/en-gb/our-story/ai-safety-statement/ ↩ ↩2

  29. https://trademarks.justice.gov.il/TradeMarkSearch/ReportView?TMCaseNo=52122 ↩

  30. https://www.lego.com/cdn/cs/aboutus/assets/blt1a02e1065ccb2f31/LEGOGroup_ModernSlaveryTransparencyStatement_2024.pdf ↩ ↩2

  31. https://www.lego.com/cdn/cs/sustainability/assets/blt2d8346dc0abefaa0/Public_Supplier_List_2024_(1).pdf ↩ ↩2

  32. https://lego.certifiedstore.co.il/pages/%D7%A2%D7%9E%D7%95%D7%93-%D7%A1%D7%A0%D7%99%D7%A4%D7%99%D7%9D ↩ ↩2 ↩3

  33. https://www.ohchr.org/sites/default/files/documents/hrbodies/hrcouncil/sessions-regular/session31/database-hrc3136/23-06-30-Update-israeli-settlement-opt-database-hrc3136.pdf ↩

  34. https://robotec.co.il/code-and-robotics/ ↩