Inside the Innovation Process at LEGO’s Creative Play Lab

Tom Donaldson, Head of the Creative Play Lab at the LEGO Group, discusses the company’s culture; his belief in the importance of prototyping and “silent demos”; and how the company measures innovation.

By Scott Kirsner · December 8, 2025 · 1 min read

Scott Kirsner of InnoLead conducts a conversation with Tom Donaldson, SVP and Head of the Creative Play Lab at The LEGO Group. Tom Donaldson has a pretty black-and-white mandate at a company known for its colorful plastic bricks: ensuring that the LEGO Group’s business remains…

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