Playtime. Reinvented. 🤸 Meet Michele.
Michele has been here over a year now. But, for him, every day feels like day one. In the best possible way. He dreams up new ways to play with LEGO® bricks.
So what’s it like being a builder and playtime scientist?
“Creating new types of play is so much fun. Which kind of makes sense because that’s what our products are designed for. Fun and learning. That’s what my work is all about. By inventing special LEGO experiences with a bit of technology inside, I help make playtime more exciting and magical.”
“The impact of my work comes to life in kids’ own hands. It's all about adding new layers of interactivity, but most importantly, it's in kids’ smiles and the fun they have.”
Michele is part of the Creative Play Lab team which thrives on its unique blend of skills and backgrounds.
“We have experts in technology and digital innovation, alongside toy designers, engineers, educators, and child psychologists. This ensures our digitally enabled LEGO experiences are not only technologically advanced but also deeply engaging and educational.”
“The whole team is extremely supportive, and we learn from each other. The LEGO Group promotes a healthy sharing culture where ideas are circulated. I don’t feel micromanaged, but I can always ask for feedback and advice.”
“We often observe and interact with children in play sessions, understanding how they naturally play. Our work is at the cutting edge, exploring the use of technology in storytelling in ways that have never been done before in children's toys.”
Karma is how Michele explains how he came to work with us. But there’s a bit more to it.
“It feels like everything I’ve done has prepared me for this role. Call it destiny. I feel there is no other place I would like to be right now.”
“In Play Discovery, we blend imagination with cutting-edge technology to redefine play. It operates more like a start up. The process involves research, ideation, prototyping, user testing, iterative development, collaboration, and technology integration. We aim to seamlessly blend invisible technology with physical play to enhance interactivity without screens.”
“One project I'm proud of is Bob the Robot, a wearable cardboard robot I worked on for the Nordic Game Jam. Players wear the costume and navigate themselves using a camera feed mounted 50 metres above. The objective is to catch air balloons with a basket on Bob’s head. It was a truly collaborative effort and a lot of fun.”
The most rewarding moments, Michele believes, come from seeing a child having a great time with our products. He’s also immersed in our culture and loves being part of an amazing team.”
“What makes my job so worthwhile is when I see curious minds playing with a prototype or realising the value of the seed of an idea.”
“My team supports a culture of continuous learning, creative freedom, work-life balance, and recognition. The one aspect I value the most is inclusivity and allowing every voice to be heard, building on each other's ideas.”
“There is great attention to safeguarding time off and ensuring everyone feels they can take care of their family if needed. The LEGO Group does a lot to promote curiosity and discovery.”
“We have a strong sharing culture where we learn from each other. We have collaboration sessions where we share references and look critically at toys and experiences. Apart from the great onboarding process, I was also granted access to 3rd party learning apps and lots of online documents.”
The combination of collaborative team dynamics, supportive leadership, access to resources, and an innovative culture means Michele is able to succeed in his role. But what are the challenges?
“Fast context switching and balancing quality with quantity are good examples. Being a global company means often joining online meetings across multiple locations and time zones. When looking at physical experiences, being around the same table in person can make a difference, but our teams are really good at bridging the gap.”
Play and fun are deeply embedded in Michele’s work. So what does this look like?
“Every day, I'm part of a team dedicated to creating play experiences that entertain, educate, challenge, and stimulate the minds and imaginations of children. We engage in regular team-building exercises that explore play, including a global Play Day experience once a year.”
“Play is central to my job. It's both the method and the outcome of the work. Without playing, we wouldn’t be able to innovate in a way kids would find meaningful. Play means exploring freely and without fear of failing, which is essential to experiment at the edge.”
“As a senior play inventor, my work is fundamentally connected to the LEGO Group's purpose: to inspire and develop the builders of tomorrow. What could be better than that?”
Just imagine your LEGO® career.