Design Insight & Strategy and Industrial Design
While working at LEGO, two projects on which I participated had the objective to re-launch and reinvigorate consumer attention to the classic Lego Duplo brick. The building sets Zooters (2000) and Animates (2002). focused on creating starting point for the child’s imagination such as an animal's head or a hook tail. Another secondary issue was to introduce multiple play opportunities and increase sensorial stimulation by introducing flexible rubber and transparent plastic. The tone-in-tone colour scheme adds sophistication to the overall product perception.