How the LEGO® Culture and “audience first” mindset has changed an innovation organization from a follower to a leader in the market of toys.

• Why is LEGO Group here? And what do we try to bring to the world in our “Brand Platform”? (The bigger why for kids, parents & LEGO)
• How have we transformed innovation in “new ways of working” in Product & Market Development? (how to organize, work and stimulate)
• How is the Nordic cultural principles imbedded in the LEGO culture via “Leadership Playground”? (Brave, Curious, Focused)
• What is the recipe for success in an ever-increasing connection with the audience (practical tools, LEGO Duplo & LEGO Forma case)
• And a bit on.. the near future of innovation at LEGO (Innovating with stakeholders & team silos in “the new online normal”)

By Søren Lethin from “Creative Play Lab,” the future experience & business innovation hub.

During his 27 year at in play he has been leading numerous new play experiences for kids all ages. He is right now responsible for a new squad called “Innovation Everywhere,” that kicks off and facilitates intrapreneurship across highly challenging innovation projects around the LEGO Group.