Peter Koch

About Peter Koch

As a child growing up near Denmark, my world was shaped by LEGO bricks—tiny pieces that sparked big ideas. Those early moments of creativity weren’t just play; they were the foundation of how I approach branding today: with imagination, boldness, and a relentless pursuit of what’s possible. Throughout my career, I’ve had the privilege of leading iconic entertainment brands—from Disneyland Paris to LEGOLAND Parks—crafting unforgettable experiences for millions across the globe. Whether launching record-breaking theme parks, shaping world-class guest experiences, or driving multi-million-dollar growth strategies, I thrive at the intersection of innovation, storytelling, and strategic brand expansion. My expertise lies in: Global Brand Strategy – Elevating brands to international prominence while maintaining cultural authenticity. Entertainment & Experience Design – Creating immersive, emotionally resonant experiences that drive engagement. Revenue Growth & Market Expansion – Leading high-impact campaigns and capital investments that deliver real results. Cross-Cultural Leadership – Inspiring teams across continents and fostering collaboration. I believe the best brands aren’t just seen—they’re felt. They ignite emotions, build connections, and leave a legacy. Whether launching new attractions, expanding into global markets, or reimagining guest experiences, my mission is simple: to craft unforgettable moments that captivate audiences worldwide. If you’re looking for a visionary leader who knows how to bring brands to life—let’s connect.

Experience

1. Global Legoland Brand Cornerstone VP, Legoland Parks & Resorts

   Merlin Entertainments

   Jun 2024 — Present · CA, US