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Creative Play Lead

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the LEGO Group

24d ago

  • Job
    Full-time
    Senior & Expert Level
  • Design
    Product
  • London

AI generated summary

  • You should have 8-10+ years in creative leadership, expertise in prototyping, team mentoring skills, strong communication, immersive storytelling, cultural awareness, and a visionary portfolio.
  • You will lead multidisciplinary teams to innovate play experiences, communicate ideas clearly, prototype concepts, collaborate with kids, and foster a playful culture through strategic partnerships.

Requirements

  • Creative Leadership Excellence 8-10+ years leading breakthrough concept development in experiential design, toy/play innovation, or related creative fields—with a proven track record of delivering visionary ideas that challenge conventions.
  • Master Maker & Prototyper Demonstrated expertise in physical prototyping and hands-on making. You rapidly build tangible prototypes, models, and experiential installations that bring complex ideas to life.
  • Inspiring Team Leadership Proven ability to lead and mentor multi-disciplinary teams across design, technology, research, and making. You act as a catalyst for creative excellence and foster collaborative, experimental environments.
  • Communication Mastery Expert at translating complex creative concepts for diverse audiences—from hands-on makers to C-suite executives—through compelling visual storytelling, presentations, and experiential demonstrations that inspire action.
  • World Builder & Storyteller Experience creating cohesive, immersive play worlds with rich narratives, characters, and interconnected experiences that captivate children's imaginations.
  • Cultural Observer Always on the pulse of culture—identifying emerging trends, movements, and shifts that shape how kids play, connect, and experience joy.
  • Future-Forward Pioneer Confident working with emerging tools and platforms—including 3D software, virtual environments, and intelligent systems—to accelerate ideation and transform abstract concepts into tangible prototypes.
  • Visionary Portfolio A portfolio that demonstrates breakthrough creative concepts, bold experimentation, innovative approaches to play, and the ability to push boundaries in experience design.

Responsibilities

  • Envision Breakthrough Play Experiences Champion play experiences that challenge conventions and spark new possibilities for how kids play, experience joy, and express creativity.
  • Lead & Direct Multi-Disciplinary Teams Direct and manage multi-disciplinary teams through the discovery development of projects from observation to physical concept creation. Thrive in dynamic inventor spaces where rapid experimentation turns raw curiosity into breakthrough discoveries. Act as a catalyst for creative excellence, holding high standards and driving visionary, playful leadership.
  • Master Communication & Storytelling Bridge strategy and creativity by articulating advanced thinking and ideas in simple, captivating, and relatable ways that unite inventors, prototypers, play model builders, designers, business, and project leads in the same direction.
  • Pioneer Hybrid Ideation & Innovation Blend physical prototyping with future-forward platforms to rapidly transform abstract concepts into tangible experiences. Create experiential prototypes as a communication language, using physical builds, multi-sensory experiences, and future-forward tools to bring play stories to life.
  • Collaborate with Kids & Champion Their Voice Stay deeply connected to children's curiosity and play patterns, collaborating with kids and representing them throughout development. Create environments for teams to be brave, to challenge, reinvent, and build to find a new dimension of play.
  • Drive Playful Culture & Strategic Partnerships Champion playful culture across the Creative Play Lab through PLAY-enhanced initiatives and workshops. Build strategic external partnerships with cultural innovators and creative communities to expand ideation capabilities.

FAQs

What is the role of the Creative Play Lead?

The Creative Play Lead is responsible for envisioning breakthrough play experiences, leading multi-disciplinary teams through discovery development, pioneering hybrid ideation, and driving a playful culture within the LEGO Group's Creative Play Lab.

How many years of experience are required for this position?

The position requires 8-10+ years of experience in experiential design, toy/play innovation, or related creative fields.

Are there specific skills needed for this role?

Yes, the role requires expertise in physical prototyping, inspiring team leadership, communication mastery, and the ability to create cohesive, immersive play worlds.

Is there an emphasis on collaboration with children in this role?

Yes, the Creative Play Lead must stay connected to children's curiosity and play patterns, collaborating with kids and representing their voices throughout the development process.

What type of environment does the Creative Play Lead work in?

The Creative Play Lead works in dynamic inventor spaces that encourage rapid experimentation and innovative thinking.

Are there opportunities for professional development?

Yes, the LEGO Group offers resources and benefits to nurture physical and mental well-being, as well as opportunities to build community and inspire creativity.

What are the benefits offered to employees?

Benefits include family care leave, life and disability insurance, wellbeing resources, colleague discounts, and eligibility for a bonus scheme.

Is prior experience in the toy or children's media industries preferred?

Yes, experience in toy, entertainment, or children's media industries is considered a nice to have for this role.

How does the hiring team review applications?

Applications are reviewed on an ongoing basis, and candidates are encouraged to apply as soon as possible due to the potential for job amendments or withdrawals.

What is the LEGO Group's commitment to diversity and inclusion?

The LEGO Group is committed to creating a diverse, dynamic, and inclusive culture of play, ensuring that all employees feel safe, valued, and that they belong.

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the LEGO Group

Our mission is to inspire and develop the builders of tomorrow.

Manufacturing & Electronics
Industry
10,001+
Employees

Mission & Purpose

We are the LEGO Group, the company behind the world’s most loved LEGO® bricks. Our brand name derived from the two Danish words Leg Godt, which mean “Play Well”. We’ve been sparking imaginations and inspiring the builders of tomorrow since 1932. This is our mission and what motivates our colleagues around the world every day. Today, we remain proudly family-owned with headquarters in Billund, Denmark. We have regional hubs in Boston, USA; London, UK; Shanghai, China; and Singapore, as well as 7 manufacturing facilities around the world. These places are home to 28,000+ colleagues in everything from design and engineering to digital technology and marketing. Together we learn, imagine and build – creating play experiences that are sold in over 130 countries worldwide. A purposeful and responsible global brand where creativity helps to inspire builders all around the world. Just imagine being part of that!