Creating New Play Experiences for LEGO


LEGO Concept Lab asked Innovia to explore innovation opportunities that bring a new dimension to boys’ play experience.


We began by systematically exploring boys’ aspirations and unmet needs through play sessions and interviews with teachers, child psychologists and parents. The insight generated by this process enabled us to create new play experiences that were intuitive, engaging and enduring. We brought these opportunities to life with illustrative concepts, which we delivered to a senior LEGO management team in an interactive presentation from the boy’s perspective. Our concepts were supported by a detailed analysis of key technical enablers and challenges for each opportunity.


Innovia designed and facilitated a three-day innovation workshop bringing together key stakeholders from LEGO’s business and design communities to explore and prioritise key opportunities, which LEGO Concept Lab is continuing to develop.