Careers Stories

Empowering curious minds to explore is why we’re all here. But we also share a responsibility to make sure they can do so safely. **Dr Elizabeth** is our **Senior Corporate Counsel** for LEGO® GAME, (Gaming Activation and Metaverse Experiences). Her expertise in online child protection plays a vital role as we continue our own digital journey.

“Even though we’re very much a physical brick company, we need to be conscious of where children go. More and more children are playing and creating in the digital world. So we should be there too - creating digital playgrounds that are fun, inspiring and, above all, spaces where parents and caregivers can be confident their children are safe.” 


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“The fundamental question my role begins with is: ‘How can we make our digital products and services compliant?’, but it doesn’t end there. Compliance is a bare minimum. We have a reputation to uphold and a duty of care to the curious minds we inspire. We have a responsibility to children of today and of the future to support their digital rights, safety and wellbeing. Everywhere we are - as a business, as a brand, as a base for creative play – if it involves children, if it involves digital, I want to be there to provide guidance.”

“Look at it this way: on the one hand, it’s about being across the multitude of laws as they evolve in jurisdictions from the UK and Europe to the US, China and Australia. On the other hand, I need to look at whether those laws meet our own rigorous standards, and I have to be able to explain to business units how we can still meet or even surpass their business objectives, while respecting children’s digital rights.”

It sounds like there’s a lot to keep in mind.


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“Absolutely. This is uncharted territory, and it could be a minefield. But I prefer to see it as a whole new world of possibilities. Why should we limit ourselves by only seeing a problem? Let’s accentuate the positive and take on the challenge. Problems need solutions and this is a huge opportunity to be creative and craft innovative best practices for our employees, for children, for industry."

“The reality is that there are heaps of challenges with developing digital products and services today. We are starting to see claims of potential harm to children (eye strain, neck and back pain, obesity, problematic use of devices, for example), but we also know of the benefits of being savvy and digital users (connections, online support, digital citizenship, empowerment). So, the question becomes “How do we balance out creating a digital experience that is fun and playful and captures their attention, yet still encouraging our child users to take breaks and share with a trusted adult in order to mitigate these risks?”

But doesn’t it sometimes mean that ‘safety’ is the killjoy in the room? Doesn’t safety come at the expense of fun?


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“Not at all. This is what I’m saying. It is absolutely possible to find that balance when we employ good practice by design. We just had a partnership with UNICEF, funded by the LEGO Foundation, where we were looking at what is digital well-being? what makes a child thrive when they're online? When they get off that tablet or computer and they play that video game, how do we make sure that this becomes a feel-good burst of empowerment and creativity?”

Elizabeth's commitment to child protection extends beyond her work at the LEGO Group. She serves on the boards of the NSPCC Child Safety Online Taskforce, Common Sense Media, and Digital Wellness Lab, which are leading child advocacy organizations in the UK and the US. She is an Assistant Professor lecturing on child rights, and regularly speaks at conferences and events to raise awareness of online safety issues affecting families.

“My ultimate goal is to create a digital world where children can play, learn, and explore safely and creatively. We will keep finding ways to do that as a business. It’s about bringing people together, using their expertise to hardwire safety into products and services as they evolve. It’s part of what makes what I do such a joy. I get to interact with so many different teams across the business - product design, marketing, influencer partnerships. I feel very lucky to be here – I get to work at the world’s most trusted brand to co-create a digital future for children and their families. What an awesome honour!”

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Empowering curious minds to explore is why we’re all here. But we also share a responsibility to make sure they can do so safely. Dr Elizabeth is our Senior Corporate Counsel for LEGO® GAME, (Gaming Activation and Metaverse Experiences). Her expertise in online child protection plays a vital role as we continue our own digital journey.

Digital safety is easier with an advocate like Elizabeth 🔮

When it comes to safety in the digital world, it helps to have an enthusiastic advocate on your team. Meet Elizabeth 🔮

It may be an unlucky number for some, but after 13 years at the LEGO Group, **Megan** still loves creating the fun games and experiences that curious minds enjoy on their screens.

“My career here has been a fantastic and wild journey. I first joined as a junior designer working on our digital experiences like Life of George or LEGO® Design byME. These were some of our very first digital/physical play experiences.”

“What's really fun about our job is that not all ideas make it, and then some find a new life later on. One idea for example was a Build Your Fish game which we decided wasn't the kind of app we wanted at the time. Then, when LEGO House opened, it turned out to be the perfect idea for a hands-on experience. Every good idea has its day!”

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‘I've worn quite a few hats here during my time. As a senior digital art director, I led the redesign of our kids website to be ‘responsive’. This was an important change for us as the use of mobile devices by children was on the rise. Once we had our website up and running, I moved on to head up the design for LEGO Life to bring our web experience to the app stores. Even though physical play is still our goal for children, it was becoming increasingly important for us as a company to meet kids where they were spending their free time.”

Each role has taught me something new and exciting, and the best part is working with such talented and supportive colleagues. We really are a work family.

Does she have any ‘greatest hits’ she’d like to share with us:


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“Working with Matthew Shifrin was a highlight. Bringing his dream of audio and braille building instructions to life is something I will always remember. Listening to him describe how building with LEGO bricks allowed him to explore the world in a way that film or books could not do - awe-inspiring." 

Enabling children and parents with visual impairments to build and play together is an experience that will stay with me forever. It was a truly humbling experience and made me proud to work for a company that can have such a meaningful impact on people.

Launching the Builder app was a huge moment too. There were so many complex elements to this, and new things to learn. What makes it stand out is that it was a product open to so many people. Builders of all ages and affinities. It was a great way to share the love of the brand and use technology to enhance something as iconic as our building instructions.”

Megan’s passion for what she does is clear. What keeps it going strong?


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“I work in design for children for an iconic brand. How could I not be passionate about that. Plus, I get to spend my days experimenting, planning creative team events or just sparring and doing silly things with my fabulous team. I still get a buzz from going to user tests where we co-create design solutions with children. This is always energizing and a guaranteed gold mine of innovative ideas.”

“The business has grown and evolved over the years, but I’m constantly reminded of how incredible our culture is. Much of it, I think, is rooted in the small-town life we have in Billund and the owner-family distinct values. Even after all this time, every day I’m thankful. I feel so privileged to work for here. I still feel that same excitement every day.”

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It may be an unlucky number for some, but after 13 years at the LEGO Group, **Megan** still loves creating the fun games and experiences that curious minds enjoy on their screens.

The joy of building in the digital world 👾 Meet Megan.

**Heather** is passionate about two things: LEGO® bricks and people. As one of our **store managers**, she loves the opportunity this gives her to helping her team to develop and our guests to discover the joy of building.

“When I was little, my dad had a huge red bin full of LEGO bricks, I used to beg him to let me play with them. I would sit for hours and build everything from cars to houses to castles. These days, I get to do this, as well as creating fun games for my team to help them explore their skills." 

"It's a challenging and rewarding job, and I'm grateful for the opportunity to be a part of this amazing company. I love the fact I work for a brand that genuinely cares so much about its people and values as they support our growth, encourage us to be creative, and prioritise our well-being."


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“I remember when I first joined, we were the only store in our state; it was an amazing experience to be a part of. Stocking the shelves and seeing the excitement on people's faces when they walked through the door was unforgettable. That’s why I look forward so much to new store openings. I get to hire a brand-new team, and we get to grow and learn new things together every day.”

Heather is clearly very much engaged in her role and invested in her team. But how about when it comes to customers. What does she enjoy most about this?

“Being a part of the toy world has always been a passion of mine. You’re a part of the special moments in people lives including birthdays, graduations, school awards, and everything else. Parents often use toys as an award for achievements. When they come into the store with their children, you get to be experience that with them.” 

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“It’s what my team and I love about what we do. We’re super-supportive of one another and we share ideas about how we can make our brand come alive. Everyone has the support to create; everyone has the support to improve.”

When it comes to her own career path and work/life balance, Heather is equally enthusiastic:

"The support from the LEGO Group is endless. From supporting and investing in my development and work-life balance, to mental health, the LEGO Group sticks to their people promise! I am proud to work for a company that doesn't just say they care but shows it everyday."

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Heather is passionate about two things: LEGO® bricks and people. As one of our store managers, she loves the opportunity this gives her to helping her team to develop and our guests to discover the joy of building.

The LEGO® store leader who loves to build teams. Meet Heather 😍

LEGO® store leader who loves to build teams. Meet Heather 😍

**Charlotte Bell** is a **Brick Specialist and Sales Assistant** in one of our stores. From a young age, Charlotte was captivated by the endless possibilities that LEGO® bricks offered. Now she gets to share that excitement with others every day. 

"Ever since I was young, I wanted to work for the LEGO Group. It’s always been my dream. When I was walking in the mall and saw that a LEGO store was coming soon, I jumped at the opportunity.

For Charlotte, the LEGO store is not just a workplace; it's a playground where creativity and imagination come to life. She thrives on collaborating with her diverse team, each of whom brings their own unique personality and perspective to the table. 


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"As people, we’re very different. But, as a team, we’re united in our love of LEGO bricks. So we all come together really well. It’s a lot of fun.”

The store's creative culture fuels Charlotte's passion for her work. She loves engaging with customers, helping them find the perfect set.

"I love to share my own creations or the sets I’ve built with others. Sometimes I can’t believe this is my actual job. Imagine that, being able to share your passion with others. Every. Single. Day. It’s a good feeling.”

One of Charlotte's most memorable projects was helping create the brick and pieces grab bags for the store. These enable our customers to add more bricks to their collection and enhance their build experience.


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"My part was helping create them, so I was there from the start of it all. I think the fact our Pick and Build bags being so well-liked is one of my proudest moments.”

Beyond the duties of her role, Charlotte finds joy in the simple act of building with LEGO bricks. "I like to build little things that come from the Pick and Build wall and make them into our grab bags," she shares. For her, building is not just a task; it's a way to relax, de-stress, and express her creativity.

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“My favourite LEGO set is the Brick Bank Creator set. I just love how its intricate details enable me to tell such rich stories. I guess it’s the same reason I love the modular series. It allows for endless customisation and building possibilities.

“Some of my favourite memories have been made at the LEGO store. I can remember visiting the Pick a Brick wall as a child and grabbing handfuls of pieces to create giant buildings at home. This one time, I built a movie theatre. It came out super-cool. I was so proud of it.”


Working at the LEGO store has exceeded Charlotte's expectations. The only change she’s really noticed is that she now helps with the Pick and Build wall more often than ever. 

“Being able to joke around with my peers and start conversations with customers about their builds is the perfect balance for me. My job is fun, relaxing, creative. What’s not to like about that?”

As she continues her journey with us, we’re sure Charlotte’s imagination and enjoyment of the play experience will continue to inspire both her colleagues and the countless customers she’ll get to meet.


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Meet Charlotte as she shares her ongoing journey through play.

Charlotte Bell is a Brick Specialist and Sales Assistant in one of our stores. From a young age, Charlotte was captivated by the endless possibilities that LEGO® bricks offered. Now she gets to share that excitement with others every day. 

“Working here is a dream come true” - Meet Charlotte ✨

Whether that involves creating better buying experiences for customers or developing more imaginative ways for colleagues to connect, she’s never afraid to start from the ground up.

“As an engineer, I really hoped that the LEGO Group would be open to experimenting. That’s what the products are all about, right? Exploring. Having fun. Being playful. Five years after joining, they’ve not let me down yet. It’s one of the things that I love about working here. I’ve been able to mould my roles to what they need to be so I can fulfil their objectives effectively. The freedom I’ve had to figure things out has been really liberating.”

**Nicole’s** passion for what she does is infectious. This is reflected in the investment she has made, be that in progressing her career or creating opportunities for colleagues to come together with imagination and creativity.

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“I started as a senior infrastructure engineer. This involved looking after our e-commerce site. Making sure that it could scale to handle traffic and that everyone internally knew how everything should come together. One of my stand-out achievements was making sure that LEGO.com could withstand the onslaught of Black Friday without going down.”

“From here, I became a people manager. This meant that I was not only in charge of the people who were building the site but also building the culture for them to be able to progress and express themselves.”


Her commitment beyond her immediate role is something she’s also keen to highlight. It’s something she finds fulfilling and is a great example of our collaborative culture.

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“I like to build the culture that I want to come to work in. This inspired me to start a couple of clubs. Some people joke it’s my way of getting the LEGO Group to pay for my hobbies - and that’s a definite upside. But it’s only one of them. They’re both mindfulness-focused. My crafting club includes people who knit and crochet. These are very meditative and allow you to process anything going on in your life. The other is a climbing club, so this involves a different kind of thinking that clears your mind and forces you to be present. I try to teach that to people who come to our workshops.”

“I guess both are great examples of play too. For me, it’s important to be present; to create things for people to explore and satisfy their curious minds. Having a blank canvas and a free mind to focus purely on solving one problem is good for us. It’s how we achieve better outcomes.”

In terms of her own career path, Nicole has an interesting philosophy. The fact that she’s been able to realise it here is proof that our people have endless paths to explore. 


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“I tend not to focus on the future as it exists now. Every role I've taken, and every area I've worked in, did not exist when I started at the company. When I went to university, the degree that I eventually did hadn’t existed when I started out in education.” 

“My advice to people would be don’t look at your future based on the present. Be present. Yes, absolutely. But focus on what you find energising in the here and now. When you do this, you’re more engaged and become more expert at something. Who knows what you could do with that something or where you could take it. Or, for that matter, where it could take you.” 


For someone so obviously enthused by our products, it’s perhaps surprising they didn’t feature much in Nicole’s childhood:

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“It’s only now that I’ve realised how much actually goes into the building experience of our sets. I’m really amazed by it. There are so many hidden features that are so cool. My engineering background tends to mean I really love the ones with moving parts. And I suppose that’s ultimately the key to everything we do. Appealing to a need or a love of doing something. Finding the thing that adds joy.” 

“The experience is everything. But we experience things in different ways and find pleasure in them for different reasons. The trick is creating ones that connect with curious minds and spark their imagination. This is our purpose. That’s why working here is so endlessly fascinating.”

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Whether that involves creating better buying experiences for customers or developing more imaginative ways for colleagues to connect, she’s never afraid to start from the ground up.

Building means fun to Principal Software Engineer, Nicole 🎉

We asked colleagues in our LEGO® Japan office to talk about their careers, their favourite work memories and the things that make them proud to work here.

“My role is to bring you fun and creative moments!” says **Eiko Konishi**, who is **Marketing Director** at **LEGO Japan**.

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“I’ve been in the LEGO Group for 10 years and I get inspired by my colleagues and find something new in my work every day. I have the most fun at work when I’m chatting with colleagues and discussing new ideas. I never get bored!

“My most interesting project was bringing LEGO Masters to Japan. The program launch was a proud moment, but collaborating and delivering it as a team was the most valuable thing. 

“I’ve worked in both the sales and marketing teams. I’ve never seen a company that cares so much about wellbeing and work/life balance. All the People Leaders I’ve worked with here have supported me and helped me challenge myself and widen my experience of the job.

“My purpose is to reach out to as many children as possible and give them a chance to experience learning through play. It’s a wonderful job. Play can create space in your heart and give you new perspectives and ideas in your daily life. It’s so important for everyone to remember the value of play, especially when you have a busy life.”


**Millie Asami Miyashita** describes her job as **Digital Marketing Manager** as “finding ways to make digital life even more fun and inspiring!"

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“Every single project I work on is exciting - from composing a social media post to being a lead on a branding campaign. Everything we do is connected to our mission to inspire and develop the builders of tomorrow. I love it when I see a social media post inspired by our campaign message. It makes me happy that someone had a memorable play experience. I love seeing the great big smiles of consumers when they’re playing with LEGO bricks! 

"I have worked here for three years and one of the great things is the support for development. Every employee gets to decide their own career vision. We have lots of opportunities to discuss and learn about the development process, including eLearning courses, on-site workshops and dialogue sessions with the leadership team.

“The most important thing I learned is that the things we value at work – curiosity, bravery and focus – are encouraged and applied to every single task. When I first started, I felt a little awkward about receiving feedback, but I changed how I thought about it and realized that getting advice from different points of view only helps projects get even better.

“My role is communicating directly with our audience, so the spirit of play is super important. I’m always looking for ways to find playful communication rather than just giving people information. The digital platform is always evolving, so I need to stay engaged and keep trying new things. It’s fun and it’s helped me become a person who isn’t afraid of change.”

**Yuka Matsuzawa** knows that working for the LEGO Group is the dream for a lot of people. “My daughter's friend wants to be a LEGO employee because she loves LEGO sets."

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“I’m the **Order Manager** and I’ve worked for the LEGO Group for five years.” she explains. “I really like the culture here; cooperation is essential. The last company I worked at was very conservative and it wasn't an environment where I could take on challenges. I looked at the LEGO Group and I really liked the way that people are given a chance and listened to if they speak up, so I applied here. In my last company the dress code was very strict, but in my team, we have fun dress codes for our team meetings like wearing animal prints or clothes that don’t fit you!

"What’s Yuka’s favourite work memory? “I really enjoyed my work as part of the project to improve the percentage of products in Amazon that were Retail Out of Stock (ROOS), which was affecting our customer pulse scores. My role was to investigate, analyse and come up with solutions. As a result, the number of products out of stock went down and customer satisfaction went up. 

“My job always gives me and my team new challenges. I believe in 'learning through play’. LEGO bricks aren’t just bricks, they are an unlimited play tool. When employees experience the fun of the product then we can let the rest of the world know how exciting it is. The Santa’s Helper initiative is wonderful. When I see big smiles from children and adults and get a big thank you from them, I really feel that's why I'm here.”

“The LEGO Group prioritizes children’s growth and that deeply resonates with me,” says **Hiroki Furukawa**. “I wanted to contribute to children’s futures.”

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“I’m a **Senior Key Account Manager** and role is to make sure that as many children as possible can find LEGO sets in stores! We work with retailers to create exciting sales spaces. We collaborate with partners to plan for the future to make sure that lots of retail companies can grow alongside the LEGO Group. We spread smiles across Japan, which has such a positive impact on my life! 

“I have realized the importance of collaboration beyond my direct responsibilities. I’ve been working on creating safe spaces for teamwork and growth. A playful workplace means prioritizing a creative approach and valuing failure. This creates an environment where employees can work joyfully and can infuse innovation and creativity into our daily work. 

“I have over 18 years of experience in the toy industry. Our team members come from diverse backgrounds — some have been with the LEGO Group for over 25 years, while others joined from entirely different industries. It’s amazing how these varied experiences come together in our current team, creating fascinating chemistry. 

“One of the most rewarding experiences for me was contributing to the growth of a team member. Witnessing their joy and tears when they were promoted was truly heartwarming. Working alongside them also helped me grow personally.”

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💭**Just imagine** building your dream career in Japan. Now make it real!

**Join the LEGO® team today**

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What’s the most important piece of advice that you’d give to someone about life at the LEGO Group? 🤔
We asked colleagues in the LEGO® Japan office to talk about their careers, their favorite work memories and the things that make them proud to work here.

Our LEGO® Japan colleagues open up about life at the LEGO Group

LEGO® Japan Team Members open up…

"‘Play’ is the DNA of the LEGO® brand. Only when each of us at the LEGO Group truly understands what ‘play’ means, can we deliver that in a meaningful way to children." 

“We inspire curious minds through play. Play inspires me to be creative.”

**Tracy**, who works in our **Retail Operations Team in Shanghai, China**, shares the belief in the power of playful learning. It’s how our colleagues are able  inspire and develop the curious minds of the builders of tomorrow. By making play a part of what we do, we ensure that everyone who works with us is enabled, empowered and engaged. 

This is how we succeed: by living the LEGO Group core values and seeing how these come to life through the imaginations of everyone who works here. 

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"I’ve been working in training since I started my career. 
But I didn’t know how it could be so creative and fun until I joined the LEGO Group."

"What’s more, it plays a vital role in helping us all to acquire the necessary skills and knowledge we need to be better at what we do. It’s how we innovate for the business and grow personally and professionally.”

The LEGO Group's commitment to playful learning extends beyond formal training programs. 
It's woven into the fabric of the company's culture, fostering a work environment where creativity, innovation, and collaboration thrives.
Colleagues are encouraged to experiment, take risks and learn from our mistakes, just as children do through play.

This approach to learning not only benefits colleagues, but also translates into a better customer experience. With colleagues who are passionate about their work and have a deep understanding of the LEGO® brand values, we are better equipped to create products and play experiences that truly resonate with customers and consumers.

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“For us, learning is not just a task. It’s a playful and engaging experience. We try to make this come alive in all of our training initiatives."

"One example of this was transforming the annual training course for our Store Manager Forum into a fun-filled event with over 200 participants engaging in games and activities. The cheers and laughter filling the room were a testament to the success of this playful approach to learning."

Our success story is a testament to the power of playful learning. 
By fostering a culture of creativity, innovation, and fun, the company has not only attracted and retained top talent but also built a brand that is loved by children and adults around the world. 

It's a reminder that learning doesn't have to be boring; it can be an enjoyable and rewarding experience.

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**Just imagine** building your dream career.
Now make it real.

**Join the LEGO® team today**

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Just Imagine Tracy

Just Imagine with Tracy

How do you build a different world? A better future? We think it starts by working together to explore the possibilities. One way to do that is to light a fire in the imagination of young minds. So that’s what we did. With a big helping hand from our friends at Comic Relief. This is the story of what happens when people with a common cause work together to empower curious minds. 

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**David Pallash** is our **Director of Learning through Play in the Social Responsibility** team. He began the collaboration with Comic Relief via our social impact program, Build the Change, which empowers children to create solutions to real-world challenges. This partnership enabled children to experience the power of play while designing a brighter tomorrow:

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"Play is all about working together and having fun. It’s such a crucial part of how we learn and it's at the heart of Build the Change. We've seen firsthand how engaging curious young minds in sustainability issues through play can enhance children's learning and have a lasting impact as it ignites their creative confidence and compassion for the world around them. And our collaboration with the brilliant and playful Comic Relief teams has been no exception. Together, we're inspiring children to build a better world as they have fun and gain 21st-century skills in the process."

These sentiments resonate strongly with **Mary Catherine Burdine-Hurrion**. As **Director for Partnership Development, for Comic Relief** in the US,  she was closely involved with David and his team on the Community Builders Challenge, which sees children reimagine and build “dream communities” that promote empathy and kindness for others:

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“There is so much synergy in our values and mission. Our organization is rooted in the belief that you’re never too young to make a difference and that true philanthropy extends far beyond financial contributions to drive social change. Both Build the Change and Comic Relief believe that, through everyday actions and collective moments of joy, we can find solutions to the world's most pressing problems.”

Having set up and managed the partnerships, both here in the UK and the US, we ask David to tell us how things have changed:

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“Well, for one thing, this year we had the UK partnership looking at environmental challenges and the US partnership looking at a social challenge: two very different approaches. What they have in common is that children provide the ideas to create a better world. It helps them to realise that their ideas matter and need to be heard. It’s helpful for educators too. It gives them a fun way to talk about these topics - rather than avoiding them."

It was **Social Responsibility Consultant, Filipe Gaspar's** second- time involvement on the project, and he noticed another difference from previous years.

“First time around, I mostly supported and learned from David. This year, I was more active in project management with David dipping in and out to support. It’s been a useful opportunity to grow."


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“When you’re developing kids resources, you’re always thinking about how to make language and experience as simple and accessible as possible. To be able to convey complex concepts meaningfully, in a jargon-free, child-friendly way, is an awesome challenge. It’s been amazing to explore. Try it – I promise you that you’ll end up understanding the subject better than you ever did before.”

The whole collaboration has been enormously successful - and children aren’t the only ones who’ve learned something, as Mary Catherine is keen to point out:

“We learned so much from this project. Students have shown us a whole new level of wonder in how kids can imagine a better world.  They’ve brought their kindness and consideration to life in so many different ways. Whether it was a music studio, a friendship park, or a community hospital, all the ideas so far have been amazing. They’ve reinforced our belief that you’re never too young to make a difference. It’s what children’s dreams can do - when they have a creative place to apply them."

This is something that resonates with **Tilly: a Partnership Executive at Comic Relief UK**:



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“I'm really proud of our partnership's focus on engaging the next generation of change-makers. As an ex-teacher, I'm always blown away by the ideas young people come up with when given the tools and the space to be creative. It's been so exciting to work with the LEGO Group on giving kids the chance to use their creativity."

“We've been lucky enough to work with presenter and YouTuber, Maddie Moate, on this year's competition too. Seeing Maddie and David get their hands on some LEGO bricks (and some Red Noses!) was a great reminder of how much Comic Relief and the LEGO Group have in common - combining fun, collaboration and creativity with real-world impact.”

For David, this project has been about giving children a voice. For Filipe, it’s been a means to make the world more fun and inclusive:

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Play is everyone’s superpower - including ourselves. It comes out as we build and craft Build the Change sessions and activities for children and when we run creative workshops where only whacky ideas are allowed. It’s how we encourage each of us to bring our whole selves to work.” 

So how has it been to work with an iconic charity on both sides of the Atlantic? The final words we we’ll leave to David:

“They are both wonderful teams – always up for a giggle yet serious when we need to be. They get it. They understand our mission and we understand theirs.”

Who knew work could be such fun. 

Our free social impact program is supported by the LEGO Foundation and inspires children to use their creativity to tackle real-world challenges with LEGO® bricks and other creative materials.

Build the Change 

Through our local community engagement programs, employees volunteer to support the children who need it most.

Local community engagement 

Our Play Day brings together colleagues from around the world to play, socialize and have fun. Our goal is to equip all employees to create playful moments at work, at home and in their local communities.

Play Day

**Just Imagine** building your dream career. 
Now make it real. 

**Join the LEGO® team today**

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How do you build a different world? A better future? We think it starts by working together to explore the possibilities. One way to do that is to light a fire in the imagination of young minds. So that’s what we did. With a big helping hand from our friends at Comic Relief. This is the story of our what happens when people with a common cause work together to empower curious minds. 

Empowering Change: Inside our Collaboration with Comic Relief

Inside our Collaboration with Comic Relief

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How do you put innovation at the heart of igniting curiosity, fostering creativity and celebrating the joy of learning through play? It’s a long question, true. But it’s a challenging and important one too. It’s something we ask ourselves day-in, day out. So, when we got the chance to pose it to some of the brightest minds at the Technical University of Denmark (DTU), we jumped at the chance - and our very own **Mikkel Velstrup**, **Magdalena Odrowaz-Zelezik** and **Coco Murphy** were impressed by the results.

**Mikkel**, **Magdalena** and **Coco** are also members of our Retail Execution team. We call it REX. Together, they support our retail partners to present our products in the best way possible. But we’re always looking to innovate and this, in part, was what this exercise was all about.

“The best ideas are born in diverse groups”, explains **Mikkel**. “They’re the product of meaningful conversations. Especially those that challenge your personal viewpoint. This is what we believe anyway. It’s also why we pay close attention to listening to one another and place such an important emphasis on collaboration. This is how products come to life in the most captivating way possible.” 

**Magdalena** agrees. “There were quite a few ideas that were so close to being incredibly innovative. But to be truly disruptive, you have to look beyond the group. It’s only by including others and embracing diverse viewpoints that you get the unique mix of ideas that real magic happens. Curiosity and imagination are key to this, and it was super-encouraging to see that DTU encourages this sort of thinking.”

OK, so tell us more. What’s the background to this project and why were we so keen to get involved. At this point, **Coco** takes up the story:

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“We were one of four industry partners that over 800 DTU Masters students had to choose from. Each set a challenge and they had three weeks to go away and prepare. But just three minutes to pitch their idea to us.”

“Once they’d split into groups that is,” adds **Magdalena**. “We were delighted to have 26 groups of up to eight students in each.”

“Absolutely”, **Coco** continues. “It was amazing what they achieved in such a short space of time. They had lectures and preparations to complete around their innovations. Testing solutions. Impact and feasibility studies. Not to mention Q&A sessions and polishing their ideas and pitches.”

“And all within three short weeks,” says **Mikkel**. “Not an easy task. But a stimulating one. Hopefully, anyway. Inspiring curious minds is part of our core premise as a business. Ideas that can spark creativity in our audience are like gold dust”.

**So what was the LEGO Group’s challenge?**

“It was based around innovative ways to encourage engagement in play in our stores”, he continues. “We asked our groups to come up with their very own innovative solution to inspire the builders of tomorrow in our retail stores. It was about engaging children in the power of play. We gave a nudge towards devising a solution that combined a physical experience with a digital one. But this wasn’t a must. There were enough constraints to navigate and information to digest already.”

“I think it’s a lot more engaging for students to work with real companies and real world problems”, reflects **Magdalena**, “hopefully it made this project constructive for everyone who took part. We were hoping to see stuff we hadn’t thought of ourselves. We’ve spent a lot of time in this headspace and coming up with something new is tricky.”

“That’s right,” says **Coco**, “I was amazed when I found out that nobody really knew each other before the assignment. They all came from different departments so what every group achieved was something to be proud of.”

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So, **Mikkel**, tell us a little bit about what they came up with.

“We saw many entries which elaborated on physical play at the tables in LEGO® stores with a digital dimension. There were plenty that drew on Artificial Intelligence to hint at new possibilities too. Some related to creating lasting moments from store visits and others addressed particular play challenges, including STEM domains. Few ideas focused on making the bricks secondary though.”

“That’s true”, says **Magdalena**, but she’s keen to point out the strong emphasis on sustainability: “I’m very proud that this was the core focus of so many projects. I think it bodes well for the future.”

**Speaking of which, what happens now it’s all over?**

“We’ve picked a very worthy winner”, **Coco** explains. “Now it’s our turn to play host. We welcome the team with the best idea to our Headquarters in Billund and give them our warmest LEGO® welcome. Maybe we’ll come back and tell you all about it.”

Let’s hope so. Watch this space.


**Just imagine** building a digital world. 
Now make it real. 

**Join the LEGO® team today.** 

How do you put innovation at the heart of igniting curiosity, fostering creativity and celebrating the joy of learning through play? It’s a long question, true. But it’s a challenging and important one too. It’s something we ask ourselves day-in, day out at the LEGO Group.

Education, innovation and play 🕵️‍♀️

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