Making sure we never get lost in translation: Meet Peter 🧭
For Peter, words aren’t just words—they’re bridges that connect cultures, experiences, and emotions. As Consumer & Shopper Engagement's Localisation Editor, he ensures that the magic of our brand resonates across different languages and markets, making the experience just as special for a child in Tokyo as it is for one in Germany.
"Localisation is more than translation—it’s about cultural connection"
Peter grew up bilingual, with one foot in German culture and the other in American traditions. This unique background gave him an early appreciation for the nuances of language and how words shape meaning across different cultures.
“What excites me most about my role is working with people across the globe. I coordinate with teams and colleagues in Singapore, Shanghai, the U.S., and across Europe to ensure that our customer-facing content—from emails to website text—is culturally relevant and engaging.”
The job is not just about direct translation, but about ensuring that every message maintains the warmth, playfulness, and approachability that defines the LEGO Group brand.
Refining the LEGO® brand’s Global Voice
Peter’s work is essential in helping us communicate with our millions of consumers worldwide in a way that feels natural and authentic.
“Our department has one of the most rigorous, quality-driven processes in the business. That’s something that means a lot; it shows we’re constantly improving. Every time we refine our translations, we strengthen our connection with our markets.”
"Cultural nuances make all the difference"
One of Peter’s stand-out moments was helping us refine our communications for the Japanese market—a region where cultural and linguistic nuances are particularly complex.
“In the past, our translations were somewhat out of sync with cultural expectations. We knew we had to change that. Through better collaboration and a focus on market-specific communication styles, we’ve built trust and improved the way we engage with Japanese consumers.”
This success story reinforced Peter’s belief that localisation is about more than just language—it’s about respect, understanding, and cultural fluency.
Bridging cultures, one word at a time
Peter’s role isn’t just about perfecting grammar or syntax; it’s about adapting our playful, imaginative tone to different cultural expectations.
“Idioms, humour, and tone can vary dramatically from one language to another. An English phrase that works perfectly might sound awkward or even confusing in another language. Our job is to ensure that the whole experience feels seamless and joyful in every market, no matter what language it’s in.”
Peter finds that his background in both American and German cultures gives him an edge in understanding how different markets interpret formality, humour, and emotional expression.
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A workplace unlike any other
When Peter joined us, he was struck by the company’s uniquely egalitarian culture.
“I remember coming down for a coffee one day and realising I was standing right behind Niels Christiansen, the CEO. The fact that there’s no rigid hierarchy, that you can strike up a conversation with anyone at any level—it’s something that sets us apart.”
That openness extends beyond leadership and is woven into the company’s collaborative approach.
“In every localisation project, we have a team of experts from different regions weighing in. It’s a real-time global conversation, with people offering insights and perspectives that I never would have thought of on my own. That’s what makes the work so rewarding.”
"Playing with LEGO® bricks is a global language"
For Peter, the LEGO brand is a universal experience that transcends borders.
“What I love most about my role is that I get to help shape how people around the world experience the brand. Every word we choose helps maintain the magic and joy of play, no matter where our consumers are.
With his meticulous attention to detail and deep appreciation for cultural diversity, Peter ensures that the language of play speaks to everyone.
Just imagine your LEGO® career.