KIRKBI A/S is the private holding and investment company of the Kirk Kristiansen family, managing the LEGO brand. It focuses on protecting and developing the LEGO brand, ensuring a sound financial foundation through long-term investments, and supporting family members' activities. KIRKBI invests in companies like ISS, Nilfisk, and Merlin Entertainments, and has acquired BrainPOP for digital learning. Its target audience includes family members and companies within its investment portfolio. The unique selling proposition is its commitment to sustainable family ownership and strategic investments that align with the LEGO mission of inspiring future generations through play and learning.