The move, which takes place on May 1st this year, comes as part of the company’s continued efforts to strengthen succession planning.
Providing significant career development for Ilincic and Brazer, Ilincic will gain experience of the US market, becoming vice president of sales.
In his new role, Ilincic will be responsible for the total sales function, which incorporates some of the Lego Group’s largest customer base and global retail turnover. Canada will also be part of his new remit with the general manager reporting into Ilincic.
Ilincic said: “The past five years have seen Lego UK market share grow from 1.7 per cent to 6.2 per cent with an average yearly growth of 38 per cent. This is exceptionally rewarding and motivating experience for the whole organization.
“I am leaving a very strong team in the UK with tremendous potential. They are very focused on taking the business to the next level and determined to deliver another double-digit growth year in 2011.
“Drew has tremendous market experience and someone of his calibre and seniority is going to further strengthen the UK & Ireland’s drive toward our next phase of growth plans.”
Brazer’s move follows eight years in his current position with Lego in the US, where he has been instrumental in helping deliver the exceptional strong growth of the brand and business in this market area.
Ilincic plans to take up the new role for two to three years.