LEGO

LEGO

The Future of Boys' Play

Context

LEGO Concept Lab faces the ongoing challenge of developing new play experiences that are “obviously LEGO – but never seen before”. It asked Innovia to provide a fresh perspective on the future of boys’ construction play.

Approach

In an initial immersion stage we explored boys’ needs and aspirations alongside emerging trends and technologies. This enabled us to develop a set of creative lenses through which to look at the future. We used these lenses to identify and validate a range of new play directions for LEGO. Working closely with the Concept Lab team, we prioritised the directions and translated them into a number of distinct opportunities and experiences.

Impact

Employing a diverse range of prototyping approaches (4D sketching, role-play, movies and conceptual models), we brought these opportunities to life in a high-impact presentation delivered to a senior LEGO management team.