Mikkel Lee

In this podcast, Andy and Emily speak with Mikkel Lee, the Story and Innovation Lead at Lego. Mikkel discusses how Lego uses play patterns and play types to develop their stories and engage with their audience. He also talks about the importance of making the user an active participant in the story and ensuring that every touchpoint tells a cohesive and engaging narrative. They explore the role of play in kid shows and animations, the distinction between toy and play, and the various play types and play styles. They also delve into how Lego inspires storytelling and imagination through their building approach.