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

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.

• 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.

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

• 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.

• 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 while tailoring expression to varied audiences.

• Experience collaborating with external partners (studios, licensors, educators, cultural institutions) to elevate creative quality and expand creative reach.

• Brings a growth mindset, curiosity, and the ability to recognize emerging cultural signals, trends, and creative opportunities.

• Thrives in a highly collaborative, multidisciplinary environment, fostering strong partnership across Concept, Element, Graphic, Tech, and Operations teams.

• Strong initiative — proactively identifies opportunities, removes blockers, and continuously elevates creative processes, culture, and team capability

#LI-DNI

Applications are reviewed on an ongoing basis. However, please note we do amend or withdraw our jobs and reserve the right to do so at any time, including prior to any advertised closing date. So, if you're interested in this role we encourage you to apply as soon as possible.

What’s in it for you?

Here is what you can expect:

Family Care Leave - We offer enhanced paid leave options for those important times.

Insurances – All colleagues are covered by our life and disability insurance which provides protection and peace of mind.

Wellbeing - We want our people to feel well and thrive. We offer resources and benefits to nurture physical and mental wellbeing along with opportunities to build community and inspire creativity.

Colleague Discount – We know you'll love to build, so from day 1 you will qualify for our generous colleague discount.

Bonus - We do our best work to succeed together. When goals are reached and if eligible, you'll be rewarded through our bonus scheme.

Workplace - When you join the team you'll be assigned a primary workplace location i.e. one of our Offices, stores or factories. Our hybrid work policy means an average of 3 days per week in the office. The hiring team will discuss the policy and role eligibility with you during the recruitment process.

Children are our role models. Their curiosity, creativity and imagination inspire everything we do. We strive to create a diverse, dynamic and inclusive culture of play at the LEGO Group, where everyone feels safe, valued and they belong.

The LEGO Group is highly committed to equal employment opportunity and equal pay and seeks to encourage applicants from all backgrounds (eg. sex, gender identity or expression, race/ethnicity, national origin, sexual orientation, disability, age and religion) to apply for roles in our team.

The LEGO Group is fully committed to Children’s Rights and Child Wellbeing across the globe. Candidates offered positions with high engagement with children are required to take part in Child Safeguarding Background Screening, as a condition of the offer.

Thank you for sharing our global commitment to Children’s Rights.

Just imagine building your dream career.

Then make it real.

Join the LEGO® team today.