How many ways are there to play? The answer may surprise you. 🔮 Meet Naomi.
The diverse world of play offers Naomi endless avenues to explore. Her journey has enabled her to balance digital and physical experiences, to reach ever-more diverse audiences. This is the story of her continuous quest to champion mindful engagement.
“I thought I knew what to expect when I started out here. The brand is so well-known for its creative thinking, problem-solving, and, obviously, for LEGO® bricks. But the reality has been so much richer and even more fulfilling.”
“It’s really wonderful to see how everyone has a LEGO ‘story’. People light up when they talk about it. That’s really special. It’s like an instant connection.”
“As a Play Inventor, I spend my days working with incredibly talented people, coming up with concepts and playing with ideas. We’re encouraged to push boundaries. The process is very much about figuring out what resonates with children and why.”
For Naomi, it’s the diversity in play that’s really important.
“We think a lot about how different types of play appeal to different children—whether it’s creative free play, storytelling, or building with a goal in mind. We want to ensure there is something for everyone.”
“The idea is to balance structured and open-ended play experiences. There’s always this tension between guided play and free play. But for us, it’s about providing that initial structure and then letting children take it in their own direction. We want to give children the freedom to explore and make their own rules.”
The challenge of engaging children in a digital age is also something Naomi likes to keep front of mind.
“Children today are growing up in a very different world, with so much of their time spent on screens. Our job is to bring them back to something more hands-on and creative."
“We want our products to be a counterbalance to the digital world. That’s about creating spaces where children can engage more mindfully, where there’s no right or wrong way to play. It’s about the joy of making something with your own hands.”
This need to innovate constantly could be seen as a pressure. But Naomi takes a different view.
“Our culture allows creativity to thrive. Everyone feels safe to share. There is no sense of rigidity to limit us. There is trust and support that’s empowering. We’re all about building on each other’s ideas without shutting them down."
“The path of innovation is not always straightforward, but it’s because we care so much about getting it right—ethically, sustainably, and in a way that truly adds value to children’s lives.”
“It’s such a fun part of the job - playing with things, breaking them down, and figuring out how to make them better.”
Looking ahead, she remains enthusiastic:
“The world of play is always changing, and so are we. It's about staying curious, always learning, and never losing sight of what makes play so magical in the first place.”
Just imagine your LEGO® career.