The Times They Are a-Changing: Is LEGO a Lifestyle Brand?

The Times They Are a-Changing: Is LEGO a Lifestyle Brand?

Is LEGO just a company that sells toys or is it a brand that sells an identity? From display sets to apparel, The LEGO Group is leaning into a lifestyle-driven marketing approach. We explore if this new direction is the same brand we grew up with or a departure from their wooden toy roots.

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Women Who Are Building A More Inclusive AFOL Community

Women Who Are Building A More Inclusive AFOL Community

The AFOL community is growing and women are leading the way—creating spaces, breaking barriers, and making sure everyone has a seat at the table. For International Women’s Day, let’s meet a few builders who are shaping a more inclusive LEGO world.

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Jan Beyer: The Changing Face of LEGO

Jan Beyer: The Changing Face of LEGO

After more than two decades at The LEGO Group, Jan Beyer has stepped into a new role outside the company—but not outside the community. In this final part of our interview, he reflects on the company’s evolution, the friendships he’s built, and what’s next for him in the AFOL community.

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Jan Beyer: Engaging With AFOLs at Skærbæk and Beyond

Jan Beyer: Engaging With AFOLs at Skærbæk and Beyond

Jan Beyer didn’t just connect AFOLs with The LEGO Group—he built opportunities for them to shine. In this second part of our interview, he looks back at his role in creating Skærbæk Fan Weekend, shaping LEGO House’s fan initiatives, and helping ensure that the AFOL community had a seat at the table.

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