Peter Espersen is the online Community Lead for the LEGO Group focusing on the 13+ age group. Peter spearheadâ€™s online community and social media, when engaging teen and adult fans of LEGO, and works closely with a wide range of business units across the company. In the past, Peter has been the Country Manager for Sulake in Danmark and Norway. Sulake runs Habbo Hotel that has almost 12 million users worldwide Previous to that, Peter has been the development manager at TV2 NET where he was responsible for developing the commercial possibilities in all of TV2s digital platforms (i.e. TV2.dk, Momondo, Go Supermodel, Sputnik and TV2â€™s mobile portal). Before joining TV2 he was a digital planner and emerging media specialist at OMD Denmark. Here his role was to be the companyâ€™s frontrunner and trend spotter within the field of new media such as viral, social media, gaming, etc.