Before Lars joined Viacom in 2018, he led LEGO’s global success on digital media. It’s difficult to imagine that when Lars arrived, Lego didn’t have an official Lego page. He was able to build the well-known, innovative toy company's Social Media and Video Strategy from scratch and was named as one of the 25 most Innovative and influential marketers in Europe by the Holmes Report. In 2015, Adweek scored LEGO as the number one brand on Social Media and YouTube in the toy industry.