The Lego Group is bringing on an in-house Hollywood whisperer.

The Danish toy giant has hired WME veteran Kelsey Gray Sherman as head of celebrity talent and brand first partnerships, where she will work with Hollywood talent (and their agents and managers) and develop opportunities for Lego in entertainment projects and brand campaigns. She will also be tasked with developing relationships with brands that stretch beyond licensing and product collaborations.

Sherman joins Lego from WME, where she had been vp in the agency’s entertainment marketing & advisory group, leading talent partnerships and strategies for major global brands including McDonald’s, Visa, Amazon and Lego.

She will report to Jill Wilfert, senior vp entertainment, partnerships and content at Lego.

“Kelsey brings deep relationships across the talent and entertainment communities, along with a strong understanding of the Lego brand,” said Wilfert.…