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How LEGO engages kids' creativity

Updated: Jun 5, 2022

Release date: March 7, 2022

In this episode, I talk with Peter Johnson - Head of Creation at LEGO - about what parents, teachers, and other professionals can learn from how LEGO inspires creativity in its customers and employees. We also answer a listener's question about girls and LEGO.

Biography of Peter Johnson

Pete started his creative journey back in 1992 as an NBC Page at 30 Rock in NYC. He then joined a newly born Cartoon Network in Atlanta, GA in 1995, working his way up from Writer/Producer to Vice-President/Creative Director of the in-house On-air content and promos team. Pete was hired by Saatchi & Saatchi ECD Tony Granger to become the SVP/Group Creative Director for Youth Brands at the agency in 2005.

In July 2008, he was hired by Russell Hicks, President of Global Content at Nickelodeon, to reinvent the creative department and convert it into a full-service in-house agency for Nickelodeon and its advertising partners. Finally, in January 2020, Pete started his dream job (thanks to Remi Marcelli SVP The LEGO Group) as Head of Creation of The LEGO Agency in Billund, Denmark.

When not in quarantine, Pete enjoys traveling around the world with his wife and 3 kids and spending as much time as he can on his family’s dairy farm in Ecuador.

More information about Peter Johnson


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