Vice President, Head of Creative - Boys & Girls LEGO® DESiGN

Requirements

• A degree related to a technical or craft-based design discipline (e.g., Industrial Design, Model Making, Materials/Plastics Engineering, Experience Design) may be beneficial for candidates whose background relies on specialized creative or technical expertise
• Experience working within the global toy industry, kids' entertainment, or early‑childhood learning ecosystems, bringing external inspiration and competitive awareness.
• Familiarity with Boys and Girls developmental psychology, early‑learning frameworks, or principles of age‑appropriate play design.
• Background in experience design, interaction design, or physical-digital hybrid play that enriches creative direction for the youngest builders.
• Demonstrated ability to lead creative direction across multiple consumer groups or franchises, ensuring coherence wh

Benefits

Additional Information

Job Description A portfolio is required for this role. Please ensure a link is included in your CV. This role must be based in Denmark full time. "Bringing the LEGO story to life means transforming imagination into reality, where every creative spark builds a world of endless possibilities and inspires the builders of tomorrow." Core Responsibilities Set the creative direction for the Boys & Girls Consumer/Passion Group, ensuring all experiences and expressions align with the Portfolio Creative Vision, Annual Creative Direction, and Franchise DNA across all consumer touchpoints. Serve as the holistic design expert for the Consumer/Passion Group, deeply understanding consumer, shopper, customer, and channel needs; identifying trends and patterns; and converting insights into opportunities, concepts, and white‑space exploration. Lead the Creative Leads Team, providing strategic guidance, art direction, and coaching to ensure best‑in‑class creative output and a thriving, high‑EQ creative culture. Drive business accountability by delivering a balanced, insight‑led portfolio of experiences that meet the needs of the Boys & Girls consumer group while achieving business growth targets and experience metrics. Define and steer the Consumer/Passion Group Innovation Strategy, partnering closely with Design Excellence, Innovation Excellence, and Creative Play Labs to ensure radical, semi‑radical, and platform innovation ladders up to the group strategy. Model strong commercial understanding, translating business plans into clear creative value, navigating trade‑offs, and making confident decisions that balance experience ambition with commercial realities. Collaborate with cross‑functional partners (e.g., Concept, Element, Graphic, Interaction & Experience Design, Tech, Our LEGO Agency, Operations, Licensed and Extended Lines) to ensure end‑to‑end coherence, quality, and timely delivery across the full value chain. Act as a cultural, market, and play‑trend antenna, staying in tune with the global toy industry, kids' entertainment landscape, and wider culture-and turning cultural awareness into strategic direction‑setting and briefing. Play your part in our team succeeding The Head of Creative for the Boys & Girls department shapes the creative vision, overseeing innovative projects that align with the brand's identity. They foster collaboration and guide the team to produce engaging content that resonates with the audience. Supporting the broader organization, this role collaborates with marketing and sales to integrate creative initiatives into business strategies. By aligning projects with organizational goals, the Head of Creative enhances brand visibility and drives customer engagement Do you have what it takes? Significant senior experience leading creative direction within consumer‑facing design, entertainment, toy, or experience‑driven industries, with a proven ability to define and deliver creative vision for a specific consumer group. Deep expertise in Boys and Girls consumer insight, with the ability to interpret trends, anticipate shifts in kids' entertainment/play behavior, and translate insights into strong creative direction. Proven track record driving portfolio‑level decision‑making, balancing consumer needs, experience excellence, business growth targets, and commercial trade‑offs. Demonstrated ability to lead and inspire creative teams, setting clear vision, motivating diverse designers, and fostering a high‑EQ, psychologically safe, creatively thriving culture. Strong strategic capability-able to shape innovation strategy, brief cross‑functional teams, and translate long‑term vision into actionable direction for multiple design disciplines. Exceptional stakeholder‑management and collaboration skills, with experience influencing senior leaders, aligning across complex functions (Design, Innovation, Marketing, Operations, Tech, etc.), and managing dotted‑line/"ring‑fenced" capacity structures. Excellent communication and storytelling skills, with the ability to persuade, influence, and articulate creative choices to internal leadership and external partners.

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