Industrial Design & Strategy
At LEGO, I explored new ways to evolve the iconic DUPLO brick through character-led play. Working on the Zooters and Animates ranges, I designed elements that acted as creative prompts, encouraging children to invent their own stories rather than simply build a model.
By introducing flexible rubber, transparent plastics and a refined tone-on-tone colour palette, we created a richer sensory experience and a more contemporary expression of the classic DUPLO system.