Jørgen Vig Knudstorp joined The Lego Group (Lego) in 2001 after working at the consulting firm McKinsey and Company. He was handpicked by the previous CEO, who also happened to be the grandson of Lego founder Ole Kirk Kristiansen.

Knudstorp's job at the time was to lead a team to turnaround the flailing company and he accomplished this by refocusing the company's product line and selling businesses he deemed unessential.

By 2004, Knudstorp, who holds two Master's degrees in economics and business and a Ph.D in economics, was given the CEO and President position.