John Can Gurkan
How might we leverage capabilities of smart devices to encourage children, aged 10-14, to play with their existing bricks collaboratively?
Hybrid play experience that combines the creativity of LEGO with the connectivity of digital platforms: the concept involves children aged 10–14 to use their existing bricks in time-bound building challenges, guided through a mobile app that facilitates play sessions, collaboration, and peer feedback.
After the age of 12, many children begin to drift away from physical LEGO play, gravitating instead toward virtual games. Yet most still keep their bricks, often unused. Research revealed that while solo building remains enjoyable, play becomes more engaging when shared with peers. Social interaction, constraints such as time or themes, and opportunities for storytelling all help sustain interest.
At the same time, smart devices—already a daily presence—offer a powerful tool to connect children remotely. Integrating these devices as facilitators of collaborative play can extend the lifespan of LEGO, sustain creativity, and promote social skills in a digital-hybrid format.
The gameplay structures play around challenges that balance creativity with constraints. Prompts like “Build a dog” encourage open exploration. Challenges with limits (e.g., “Build a house with two windows”) foster problem-solving. Themes and real-life problems connect building to broader narratives.
Each session features a timed challenge, followed by “show & tell” moments where peers acknowledge, comment, and reflect on one another’s builds. This structure balances progressive complexity with opportunities for reflection.
The user experience integrates video-calling, allowing friends to connect remotely. The interface guides players from challenge to build, then into feedback and conversation. Wireframes and prototypes were tested with users, who highlighted how time limits added excitement while unexpected prompts spurred creativity. Most players own existing bricks they could use, while a simple starter kit is created for those without or looking to add pieces to their collection to increase number of potential combinations. The packaging of the starter kit functions as a tablet stand, further incentivising purchase of the starter kit.
The final design creates value on multiple levels. For children, the proposed game extends hands-on play beyond age 12, encourages collaboration, and develops communication skills. It also prolongs the use of existing LEGO bricks, thereby reducing waste, contributing to sustainability. For LEGO’s ecosystem, the game strengthens engagement while establishing a precedent that could also complement future digital offerings.
Feedback from play sessions confirmed that children were excited to use such a platform as it provided balance of challenge, creativity, and social interaction. The structured time-bound format ensures healthy play habits, while digital facilitation keeps physical creativity at the centre.
Period
2022 January - 2022 April​
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Expertise
Primary and secondary research, user journey design, digital prototyping, packaging design, ex-ante sustainability analysis.
Brief
How might LEGO innovate play for older children by blending physical building with digital engagement?
Challenge
Encouraging teenagers to rediscover their existing LEGO bricks through collaborative play, while aligning with LEGO’s sustainability and digital safety ambitions.
Outcome
A hybrid play centred on app-facilitated challenges, supported by a starter kit. The design extends product lifespan, promotes social play, bridges physical and digital experiences.