Lego hires its first celebrity talent partnerships head
Lego has hired Kelsey Gray Sherman as its first head of celebrity talent and brand first partnerships. Sherman joins from WME, where she was vice president of the Entertainment Marketing & Advisory group. She will work in Los Angeles and report to Jill Wilfert, Lego’s senior vice president of Entertainment, Partnerships & Content. Lego said Sherman will build relationships with entertainers and brands beyond traditional licensing and product collaborations. She also joins the division’s leadership team.
THE BREAKDOWN
Agents now have a named contact inside Lego for talent-led partnerships beyond a product license. Bring Sherman a format that fits the client’s existing audience, with a proposed role for Lego and a clear production budget. Price development work apart from appearances so the client receives compensation before a project reaches launch. For a concept that could become a recurring series, negotiate ownership and renewal fees before agreeing to a broad brand buyout.
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