Søren Lethin
Senior Design Manager at LEGO Group
Innovation Catalyst Søren Lethin has spent over 30 years at PLAY across LEGO innovation. His background in both marketing and design has played an instrumental role in leading numerous strategic projects and teams across different audiences and ecosystems. With his brave and inventive mindset and energetic passion for creative and imaginative play, spiced with an open, playful, and collaborative leadership style, Søren has been driving and inspiring design as well as go-to-market teams in both incremental and radical novelty challenges. His approach has always been to be curious about the world and relentless in being people-centred when creating ‘new play/business’ for the LEGO Group.
Lately he has united all his experience in a small agile ‘internal agency’ catalysing collaborative innovation for teams around the business by championing and facilitating positive change and future-proofing their innovation foundation and roadmap via user-centric and design thinking tools and opportunities. This work supports collaborative design thinking and transitions, helping teams to co-discover and co-ideate when designing product and service solutions.
Søren Lethin
Senior Design Manager at LEGO Group
Innovation Catalyst Søren Lethin has spent over 30 years at PLAY across LEGO innovation. His background in both marketing and design has played an instrumental role in leading numerous strategic projects and teams across different audiences and ecosystems. With his brave and inventive mindset and energetic passion for creative and imaginative play, spiced with an open, playful, and collaborative leadership style, Søren has been driving and inspiring design as well as go-to-market teams in both incremental and radical novelty challenges. His approach has always been to be curious about the world and relentless in being people-centred when creating ‘new play/business’ for the LEGO Group.
Lately he has united all his experience in a small agile ‘internal agency’ catalysing collaborative innovation for teams around the business by championing and facilitating positive change and future-proofing their innovation foundation and roadmap via user-centric and design thinking tools and opportunities. This work supports collaborative design thinking and transitions, helping teams to co-discover and co-ideate when designing product and service solutions.
Sessions
Applying futures at the LEGO Group - The playful process workshop
In this hands-on workshop, you’ll experience how The LEGO Group applies futurology to franchise innovation, building strategies that are resilient, relevant, and responsible. Future-fitting is not just a strategic necessity for LEGO—it’s embedded in how they create enduring value across generations.
Working in small teams, you’ll explore how LEGO combines futures thinking with an audience-first approach to design play experiences that thrive in a changing world. Practical exercises will show how future and audience insights translate into creative execution inside one of the world’s most beloved brands. Expect inspiration, grounded methods, and a transparent look at how future-fit thinking meets innovation at scale.
Key takeaways
Practical methods to apply futures insights to strategy and experience design
An audience-first approach to future-fit innovation
Inspiration on how LEGO translates futurology into tangible play experiences
For whom
Designers, strategists, and innovators working to connect futures thinking with real-world execution. Anyone interested in building resilient strategies that balance business reality with creative impact.
Futures & foresightApplying futures at the LEGO Group - The case study on LEGO Preschool
In a world of constant disruption, future-fitting is essential for even the most solid business areas. At The LEGO Group, future-fitting is not just a strategic necessity; it’s part of how they build enduring value across generations. Learn how to innovate with both business reality and futures in mind, showcasing the way their team applies foresights and insights in their franchise innovation, building resilient, relevant, and responsible business strategies alongside tangible play experience.
Participants will experience a case study on how The LEGO Group innovates with an audience-first approach. You’ll learn how they future-fit their play experiences in a changing world. Expect inspiration, grounded methods, and a generous look into how future-fit thinking meets creative execution inside a beloved global brand.
Futures & foresight