Lego launches ‘serious play’ bricks to help businesses

Lego is launching its first product specifically for adults. The range aims to help managers develop business strategies using Lego bricks.

Called Lego Serious Play, the concept claims to turn boardrooms into “constructive playgrounds”, where managers and employees use Lego bricks to build representations of their businesses.

The first application, “Real Time Strategy”, goes on sale in 2002. It lets executives build a “model” of their company by asking questions like “Is your company more like a fortress or a race car? Small and dense? Large and interconnected?”

Using more than 6,000 bricks and figures taken from Lego ranges such as Technic, Duplo and Scala, the executives then build a representation of the “landscape” around the business – the suppliers, clients, competitors – and how its features are interconnected.

Lego says that the resulting model can be used by businesses to explore different scenarios and develop company strategies.

Dr Jonathan Roos, director of the Imagination Lab Foundation, which conducted the research leading to Lego Serious Play, says: “It is amazing what happens when executives build a 3-D model of their business, which they can take apart, change and physically walk around and discuss. They begin to see possibilities that never would have occurred to them with traditional approaches.”

Real Time Strategy will be sold through Executive Discovery, a corporate entity set up to develop and manage the Lego Serious Play brand.

A second application aimed at exploring individual identity within a company will also be launched next year.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here