LEGO Licensed and Extended Lines

Translated the core LEGO values of (imagination, fun, creativity, caring, learning, and quality) into clear design languages across product categories.

DESIGN PROCESS HIGHLIGHTS:

  • Collaborative building workshops that informed product development.

  • Quality assurance metrics that honor the LEGO promise: Only the best is good enough.

  • Child-centered design research that puts fun and learning first.

STATIONERY (2014) : Developed a range of licensed LEGO stationery collections, integrating the brand’s DNA, modular design principles, and circular product strategies.

Focused on:

  • Sustainable Material Innovation: Experimented with recycled plastics, FSC-certified papers, and multi-use systems to align with LEGO’s sustainability goals.

  • Cross-Category Storytelling: Designed stationery assortments that extend LEGO’s iconic play themes into school, office supplies (and even luggage tags), ensuring brand consistency and retail appeal.

  • Playful Functionality: Engineered interactive elements (stackable eraser components, buildable accessories) to encourage engagement beyond traditional stationery use.

  • Global Licensing Collaboration: Worked closely with licensing teams to follow brand guidelines and manufacturing partners to bring approved concepts to market efficiently.

  • Lego Eraser Set

  • Lego Stationery Set

  • Lego Stationery Pencil Holder Set

  • Lego Stationery Pencil Holder Set

FASHION ACCESSORIES (2018): Designed a range of LEGO-branded cold weather accessories, baseball caps, and hosiery, seamlessly integrating playful design, brand storytelling, and sustainable material choices. Focused on:

  • Sustainable Material Innovation: Incorporated recycled fibers and eco-friendly dyes, aligning with LEGO’s sustainability initiatives.

  • Playful & Functional Design: Incorporated interactive elements such as 3D knit textures, hidden graphics, and mix-and-match features of the sets inspired by LEGO’s modular play system.

  • Brand Storytelling Through Apparel: Translated LEGO’s core themes and IPs into wearable accessories, ensuring a strong connection between play and fashion.

  • Licensing & Manufacturing Collaboration: Worked closely with global partners to ensure LEGO’s high quality standards and retail success by analyzing fashion trends, from design approvals to production.

  • Lego Socks

  • Lego Cold Weather Sets

  • Lego Cold Weather Sets

  • Lego Cold Weather Sets

  • Lego Socks

  • Lego Baseball Caps

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