Life Behind the Bricks

Each part of the LEGO® ecosystem plays a crucial role to inspire and develop the builders of tomorrow. KIRKBI occupies a special place in the LEGO® Universe. As the Kirk Kristiansen family’s private holding and investment company, its purpose is to build a sustainable future for the family ownership of the LEGO® brand through generations. Today, we’re going to explore this unique entity through the eyes and experiences of three of the people who work there.

Each part of the LEGO® ecosystem plays a vital role in helping curious minds explore their potential. LEGO Education brings innovative LEGO experiences to schools across the world, proving how Learning Through Play as a pedagogical methodology, unleashes engagement in the classroom for both learners and educators.

The LEGO ecosystem is the sum of many and varied parts. One of them is LEGO® House which opened its doors six years ago. As you may recall from our visit in June, it’s somewhere we can get close to our fans. But it’s also somewhere many continue their LEGO career journey.

The transformative power of play runs through every part of the LEGO® Ecosystem. The LEGO Foundation is the custodian of this ideal. Collaborating with all parts of the organisation means it thrives because all kinds of skills and experience drive it. Just imagine what yours could do.

Just imagine driving a vibrant and buzzing community that is a diverse melting pot where creatives and non-creatives are empowered to bring their authentic selves that inspire our business. Each one of them special in their own way. Then imagine it’s your job to create a sense of community they can all feel part of. Phoebe Benta is thriving on this challenge and helping the LEGO® Design organisation take shape.

Just imagine celebrating 90 years of play. Then imagine setting your mind to evolve play for the next generation. How we push the boundaries of what we do next with LEGO® bricks. This is the reality for Senior Interaction Designer, Micol Galeotti. It’s her job to take us forward and explore those possibilities. We think it’s fair to say she enjoys what she does.

There are many entities that make up the LEGO® ecosystem. Over the coming months, we’ll be exploring these through the eyes of the people who work in them. First up, is LEGO House. Kathrine Kirk Muff is the Managing Director but her LEGO journey began over 15 years ago. She’s taken some time out to tell us what’s made it so special.

Just imagine helping to shape one of the world’s most loved and trusted brands. For Lee Edwards, it was an unmissable opportunity to explore. But he’s also mindful of the responsibility that comes with building on 90 years of heritage. Fortunately, as our Lead for Global Brand Strategy and Stewardship, he’s not alone.

Memories and experiences make us who we are. This is how we learn how to be. Just imagine how incredible it would be if your work touched just one life. Then imagine how it would feel if, potentially, it could speak to an entire generation. That’s the kind of influence and reward our play experience designers enjoy. Nancy Tsai is one of the unique talents that thrive on this.