Lego figure connects to MTV Digital

Youth-skewing media firm MTV has appointed a former executive at toy company Lego to a new role at its digital production arm.

Lars Silberbauer

Lars Silberbauer has joined MTV Digital Studios as senior VP, a role which will see him steer the creation, development, and production of the network’s digital originals. He will also head MTV’s digital brand social channels, including Cribs and TRL.

Silberbauer will relocate from London to New York and starts work on November 1, reporting to Jacqueline Parkes, chief marketing officer and executive VP for Digital Studios, MTV, VH1 and Logo Group, and Kelly Day, president of Viacom Digital Studios.

Prior to joining Viacom-owned MTV, Silberbauer was senior global director of social media and video at Danish toy giant Lego.

He is widely recognised as having transformed the brand into an international digital leader, having built the company’s global strategy and team from scratch.

Silberbauer oversaw the worldwide expansion of the brand across social media, search platforms and third-party video channels and launched Lego TV in 24 markets in 2014. Before that, he worked as a strategist connecting traditional broadcasters with digital.

“Lars is a proven innovator who reinvented an iconic brand for a new generation by bringing it to life in new, resonant ways across platform,” said Parkes. “His experience, fresh ideas and dynamic approach make him the perfect person to build on our momentum across platforms, fuel the growth and expansion of the brand and engage our fans around the world.”