Lego has published its new website at http://www.lego.com/en-us/seriousplay/. A great initiative to bring Serious Play solutions closer to the core of Lego customers. The website consists of the following parts:
- Front page
- The method – Description of the Lego Serious Play method
- Leverage your organization’s expertise – information about why and when to use Lego Serious Play
- Background – Information about the history and research on Lego Serious Play
- Facilitator – Information about Lego Serious Play facilitator communities
- Material – Information about Lego Serious Play bricks
- Contact – Information
- FAQ – Most important questions about Lego Serious Play
Most importantly – the Open Source section from the old website has disappeared! The only document that Lego has retained is the set of its Trademark Guidelines. The primary focus of the site now rests with the quality of facilitation.
The detailed contents of the new website sections are below
Build your way to better business – a powerful tool designed to enhance innovation and business performance. Tap into the hidden expertise of your organization. Transform insight and awareness into commitment and shared goals
The LEGO® SERIOUS PLAY® methodology is an innovative process designed to enhance innovation and business performance. Based on research which shows that this kind of hands-on, minds-on learning produces a deeper, more meaningful understanding of the world and its possibilities, the LEGO® SERIOUS PLAY® methodology deepens the reflection process and supports an effective dialogue – for everyone in the organization. The LEGO® SERIOUS PLAY® methodology is an innovative, experimental process designed to enhance innovation and business performance.
“You can learn more about a person in an hour of play than you can from a lifetime of conversation” – Plato
THE ESSENCE – The LEGO® SERIOUS PLAY® Method is a facilitated meeting, communication and problem-solving process in which participants are led through a series of questions, probing deeper and deeper into the subject. Each participant builds his or her own 3D LEGO® model in response to the facilitator’s questions using specially selected LEGO® elements. These 3D models serve as a basis for group discussion, knowledge sharing, problem solving and decision making.
The LEGO® SERIOUS PLAY® Method is a technique which improves group problem solving. By utilizing visual, auditory and kinesthetic skills, the Method requires participants to learn and listen, and it provides all participants with a voice. The Method serves as a shared language regardless of culture or position. It is also a method that requires a trained facilitator.
REACH CONFIDENCE AND COMMITMENT TO SHARED GOALS
By using the LEGO® SERIOUS PLAY® materials and methodology you will explore the relationships and connections between people and their world, observe the dynamics both internal and external, explore various hypothetical scenarios, and gain awareness of the possibilities.
During the facilitated meeting you will be building landscape models with LEGO® bricks, giving them meaning through story-making, and playing out various possible scenarios – a process which deepens understanding, sharpens insight, and socially “bonds” together the group as it “plays” together. The LEGO® SERIOUS PLAY™ methodology will guide you into a free and honest exchange of opinion. The physical and tangible construction allows you to have conversations which flow without the fear of treading on personal feelings. You will experience that the real issues are addressed, and ultimately you will be able to see things through the eyes of your colleagues – and have them view the picture through yours.
The LEGO® SERIOUS PLAY® methodology is a radical, innovative, experiential process designed to enhance business performance. It is based on the belief that everyone can contribute to the discussion, the decisions and the outcome.
A TOOL FOR BUILDING RESULTS
The use of LEGO® bricks simply enables you to take a speedy shortcut to the core. The bricks work as a catalyst – and when used for building metaphors, they trigger processes that you were previously unaware of.
Participants come away with skills to communicate more effectively, to engage their imaginations more readily, and to approach their work with increased confidence, commitment and insight.
Leverage your organization’s expertise
Fully harvest the insight, ideas and imagination available in your organization. The LEGO® SERIOUS PLAY® methodology taps into the human ability to imagine – to describe and make sense of the business at hand, to initiate change and improvement, and even to create something radically new
- The LEGO® SERIOUS PLAY® methodology is a facilitated technique which unlocks the potential of all the participants in the workshop
- At its core, it is about solving complex issues by building models using LEGO® bricks. The metaphors in the models serve as the basis for group discussion, knowledge sharing and problem solving and help foster creative thinking and finding unique solutions
- The Method is offered by facilitators who have undergone a certification process.
- It is based on a robust set of theories and was developed by the LEGO Group. Read more here
- All LEGO® SERIOUS PLAY® workshops are group processes and designed around a relatively limited number of powerful core concepts. These conceptual modules can be configured in multiple ways to best meet your needs. A workshop based on the LEGO® SERIOUS PLAY® materials and methodology varies in number of participants and time depending on the topic. Usually a one full-day session is effective. At its shortest, a session takes three or four hours; the longest sessions may extend to three days.
- Organizations, whether private or public, use the LEGO® SERIOUS PLAY® materials and methodology when they want unlock the full potential of their employees – and when they want everyone to participate, contribute and commit to the solution. Typically the workshops focus on challenging issues or developing strategies.
The LEGO® SERIOUS PLAY® materials and methodology are effective when there is more than one possible right answer, and when the organization wants to harness all available knowledge in the team in order not only to find the best possible solution but also to get the strongest possibly commitment.
The LEGO® SERIOUS PLAY® materials and methodology are particularly effective when:
- the subject is complex and multifaceted and there is a need to grasp the bigger picture, find connections and explore options and potential solutions
- it is important to reach decisions which everyone commits to and honors after the meeting even though he or she does not agree 100%
- asking each team member or participant the same question results in substantially different answers
- everyone in the group has an interest or stake in what is on the agenda
- it is important that everyone participates in the discussions and contributes with his or her knowledge and opinions
- you want to increase team understanding and at the same time avoid frustration
- you want to use the time efficiently
- there are no obvious answers
- you would like to gain new learning, insights and new ways of thinking
- you want to deal with tough and complex issues in a constructive atmosphere
- it is vital that participants speak their true feelings without intimidating anyone or being intimidated
- you have a situation in which a few members tend to dominate the discussions and you want to break that routine without offending anyone
- you have a group which feels meetings tend to be a waste of time
- you want to create a level playing field for discussion
- your meetings or learning events tend to focus more on the messengers than on the messages
- you want to avoid excuses or lack of initiative after the meeting
- there’s a risk participants feel they were not heard or involved in the decision
- you want to ensure that all participants share a common understanding and frame of reference
The ORIGINS of the LEGO® SERIOUS PLAY® methodology
LEGO® SERIOUS PLAY® is built upon a process which stems from the heart of LEGO bricks and the LEGO® building system. Looking for a tool to unlock imagination and innovation within the company, the LEGO Group realized that a solution might be found in the LEGO® system itself: just as the LEGO Group had been telling children to ‘build their dreams’ for decades, so perhaps adults could be asked to build their visions for future strategy.
The idea of LEGO® SERIOUS PLAY® originated in 1996 when the two professors Johan Roos and Bart Victor at IMD in Switzerland and LEGO Group CEO and owner Kjeld Kirk Kristiansen were exploring alternative strategic planning tools and systems. They developed an understanding about the value of employees and the concept of evolving, adaptive strategy that included using LEGO elements as three-dimensional models of business issues and challenges, which later became known as LEGO® SERIOUS PLAY®. Together they formed a company called Executive Discovery Ltd., which developed and launched the LEGO® SERIOUS PLAY® concept. In 2004 the company merged into the LEGO Group, which took over the ownership, concept and distribution of LEGO® SERIOUS PLAY® materials. In 2010 the LEGO Group decided to offer the LEGO® SERIOUS PLAY® methodology in a community based model and the LEGO® SERIOUS PLAY® materials are now available for purchase on LEGO.com. It is today the only community-based business model using LEGO® materials that is officially approved by the LEGO Group.
The initial papers based on the LEGO® SERIOUS PLAY® methodology was published by an independent research body called Imagination Lab Foundation. In addition to these papers, a number of relevant papers have been published recently.
- Lissack, Michael and Roos, Johan. The Next Common Sense, Mastering Corporate Complexity through Coherence. Nicholas Brealing, 1999
- Oliver, D. and Roos, J. “Constructing Organizational Identity”. Imagination Lab Working Paper 2003- 10, Lausanne, Switzerland, 2003
- Oliver, David and Roos. Striking a Balance: Complexity and Knowledge Landscapes. McGraw-Hill, 2000
- Roos, Johan and Victor, Bart. “Towards a New Model of Strategy-Making as Serious Play”. European Management Journal August 1999: 348-255
- Roos, J., Victor, B., and Statler, M. “Playing Seriously With Strategy”. Imagination Lab Working Paper 2003-2a, Lausanne, Switzerland, 2003
- Said, R., Roos, J., and Statler, M. “Lego Speaks” Imagination Lab Working Paper 2002-7, Lausanne, Switzerland, 2002
- Gauntlett, David. Creative Explorations, New approaches to identities and audiences, Routledge, 2007
- Møller, Louise. Personal and Shared Experiental Concepts. Ph.D dissertation. Aalborg University, 2009
In addition supporting literature can be found in studies related to Flow (e.g. Csikszentmihalyi, M. Flow—The Psychology of Optimal Experience. New York City: HarperPerennial, 1991), Constructionism, Play, Social Cognition, Complex Adaptive System
The LEGO Group strongly recommends the use of certified facilitators, therefore, if you are a client looking for an experienced LEGO® SERIOUS PLAY® facilitator to run a workshop, we encourage you to search the Internet for LEGO® SERIOUS PLAY® facilitators within your country. When you have identified the facilitators you feel match your requirements, we suggest you check that the facilitator holds a certification as a LEGO® SERIOUS PLAY® facilitator.
BECOMING A FACILITATOR
If you are interested in becoming a LEGO® SERIOUS PLAY® facilitator, we encourage you to get the facilitator training and certification. You can find the professional trainers in the Serious Play Pro community.
Build a better workshop with the LEGO® SERIOUS PLAY® program!
The LEGO® SERIOUS PLAY® program is a radical and innovative process designed to enhance business performance through building with LEGO bricks.
The LEGO® SERIOUS PLAY® Identity and Landscape Kit is designed for use in conjunction with the Starter Kit (2000414) for workshops longer than 3 – 5 hours. It supports a group of 10 – 12 workshop participants.
- Large special mix of LEGO® bricks combined with DUPLO elements including animals.
- Extensive selection of special elements such as wheels, tires, windows, trees, mini figure parts, sticks, globes, spiral tubes, ladders, and fences.
- Large selection of base plates.
- 3 orange plastic sorting trays
Note: LEGO® The Identity and Landscape kit does not come with any kind of instructions or instructor’s manual. Training in how to design and facilitate LEGO® SERIOUS PLAY® workshops using the LEGO® Identity and Landscape Kit can be obtained through the LEGO® SERIOUS PLAY® Community.
Contains 100 Window Exploration Bags. The Window Exploration Bag is for one person to use and well suited for giving a short introduction to LEGO® SERIOUS PLAY™ and the principles of systematic creativity. For short workshops it can also be used for the initial skills building which is the basic foundation for LEGO® SERIOUS PLAY®.
- Small selection of standard bricks.
- Small selection of special elements and minifigure parts.
Find the product at Lego Shop
The standard LEGO® SERIOUS PLAY® Starter Kit for each participant in a LEGO SERIOUS PLAY workshop according to the LEGO® SERIOUS PLAY® methodology. The Starter Kit provides the LEGO bricks needed for the basic skills building exercises required to start a LEGO® SERIOUS PLAY® session – building metaphors, creative story making and applying imagination.
- Selection of standard LEGO bricks combined with a few DUPLO elements.
- Selection of special elements such as wheels, tires, windows, trees, minifigure parts, sticks, globes and small base plates
- Imaginopedia for Core Process
Find the product at Lego Shop
The LEGO® SERIOUS PLAY® Identity and Landscape Kit is designed for use in conjunction with the Starter Kit (2000414). It supports a group of 10 – 12 workshop participants. The product is designed to support application techniques 2, 3 and 4 of the LEGO® SERIOUS PLAY® method where workshop participants build large models e.g. as part of a strategic planning or organizational development workshop. Together with a Starter Kit for each person this product contains everything you need to run a full scale session with duration of 1-2 days.
- Large special mix of LEGO bricks combined with DUPLO elements including animals.
- Extensive selection of special elements such as wheels, tires, windows, trees, minifigure parts, sticks, globes, spiral tubes, ladders, and fences.
- Large selection of base plates.
- 3 orange plastic sorting trays.
Find the product at Lego Shop
The LEGO® SERIOUS PLAY® Connections Kit is designed for use in conjunction with the Starter Kit (2000414) and the Identity and Landscape Kit (2000430) and supports a group of 10 – 12 workshop participants. It is designed to support application techniques 5, 6 and 7 of the LEGO® SERIOUS PLAY® method where workshop participants focus on the relations and connections structure of the business landscape with its network of interdependent agents and explore how the systems responds to change.
- Large selection of long LEGO bricks.
- Extensive selection of connecting elements such as spiral tubes, ladders, fences, bridges and strings.
- 10 identical bags containing bricks for the “pencil case” exercise.
- 3 light grey plastic sorting trays.
Find the product at Lego Shop
I would like to request information about a LEGO® SERIOUS PLAY® certification. I am interested in learning about and being certified in the methodology and I would like to know about upcoming courses, e.g. when, where, associated costs and duration?
Prior to May 1, 2010, the LEGO Group maintained a network of licensed partners and LEGO® SERIOUS PLAY® facilitators.
After the launch of the community model on May 1, 2010, the LEGO Group will not be maintaining a licensed partner network and will not be offering LEGO® SERIOUS PLAY® certification training. As a result, facilitators using the LEGO® SERIOUS PLAY® methodology (LSP methodology) will no longer be paying a license to use the method. This means that the LEGO Group will guarantee the quality of the LSP methodology and the physical material, while practitioners will be responsible for the quality of the delivery of the actual workshops based on the LSP methodology. We know that former members of our partner network are offering training under the community model. You can read more about it and find shortcuts to the communities at http://seriousplaypro.com/
Can you please provide me with information on how to use the LEGO® SERIOUS PLAY® methodology?
You can learn more here. We also recommend that you visit this site for further information: http://seriousplaypro.com/
I request information about a LEGO® SERIOUS PLAY® certification. I am interested to learn and get certified in the methodology, I would like to know when are the next courses, in what place, associated costs and duration?
The LEGO Foundation and LEGO Group have developed the LEGO® SERIOUS PLAY® methodology and The LEGO Foundation holds the rights to the IP and to sell the materials used in workshops. However, we no longer offer certification programs in the method, nor do we go direct to the end-client.
Consequently, we do not as such work with establishing centers. The method is delivered through independent consultants, facilitators, and consulting companies, some of these have been involved in the LEGO® SERIOUS PLAY® domain since the initial introduction of the method. At that time it was offered through a license-based partner community, but today it is an open model, where LEGO markets the products, but the certification of facilitators is being offered by experienced trainers in the community.
You can learn more on LEGO® SERIOUS PLAY® practitioners at
The site describes various training options. Some are certification programs uniquely focused on the LEGO® SERIOUS PLAY® methodology (Association of Master Trainers in the LEGO® SERIOUS PLAY® methodology), others are programs in which the methodology plays an important part.
Do I need to become a LEGO® SERIOUS PLAY® partner in order to use the LEGO® SERIOUS PLAY® products?
It is a community based model. You can read more about it and find shortcuts to our communities http://seriousplaypro.com/
I would like to inquire about LEGO® SERIOUS PLAY® products and methods, specifically whether it is available for clients in China. We are interested in purchasing LEGO® SERIOUS PLAY® products but would like to know whether it is already widely used in China and what are users’ views and opinions?
The method is offered through a network of facilitators who have undergone a training program. You can find many of these facilitators and information about the training on this community site: http://seriousplaypro.com/
Can I buy one bag only from item 2000413, with connecting elements and bricks?
Unfortunately we cannot provide this service.
My country is not on the list of countries, you are supporting – how can I buy LEGO® SERIOUS PLAY® products?
Unfortunately our system currently operates only in Australia, Austria, Belgium, Canada, Czech Republic, Denmark, Finland, France, Germany, Hungary, Ireland, Italy, Luxembourg, Netherlands, New Zealand, Norway, Poland, Portugal, Spain, Sweden, Switzerland, United Kingdom, and United States.
How can I pay?
We accept Mastercard and Visa for payment. You can shop with confidence from LEGO.com, knowing that transactions are protected by the highest level of security via SSL encryption (for more information, click on “Shopping Security” below). Your credit card will not be charged until your order is shipped.
Please note: we will authorize your credit card at the time of your order. As part of this authorization process, your bank will place a hold on your account for the purchase amount of your order. The hold will be removed after a number of days determined by your banking institution – check with your bank for details.
The credit card used for payment must be registered to the billing address in the order. The delivery address can be different from the billing address.
Is the LEGO® SERIOUS PLAY® material a product provided by the LEGO Group?
LEGO® SERIOUS PLAY® materials are uniquely developed sets based on a variety of LEGO elements. The
LEGO® SERIOUS PLAY® brand and the IP rights are held by the LEGO Foundation.
You can read more about the LEGO Foundation at www.LEGOFoundation.com
LEGO® and SERIOUS PLAY® are trademarks of the LEGO Group, ©2014 The LEGO Group
Photos ©Niels Aage Skovbo/Fokus Foto