LEGO Digital Play
Senior Director of Product - Hybrid Play
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LEGO Digital Play
LEGO Digital Play will bring the LEGO brand into digital entertainment in new, innovative, and wholly-owned ways. Our mission is to ensure the LEGO Brand remains as powerfully a part of children’s lives in the coming decades as it has ever been. We aim to reach every kid on the planet, their parents, and adult fans of LEGO—and provide them with meaningful, magical, and playful new experiences.
We are at the earliest phases of this new company, offering a unique opportunity to build a new entity for the world's most beloved and trusted brand. Our culture is open, collaborative, intellectually rigorous, and creatively vibrant.
Role Summary
We are seeking a visionary product leader who is passionate about building systems for the next generation of creators. This leader will be expected to deliver tangible products and prototypes, while also contributing to the long-term product strategy and aligning our product innovations with the core LEGO Brand values of Imagination, Creativity, Fun, Learning, Caring, and Quality.
As Senior Director of Product for Hybrid Play, you will own the product strategy for the bridge between physical and digital play. You will set the strategy, collaborate closely with design and engineering, and work closely with colleagues across the LEGO Group to ensure hybrid play draws on the full strength of the LEGO Brand.
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Key Responsibilities
- Own the end-to-end product strategy and roadmap for hybrid play – defining how our players bring physical LEGO builds, and the physical world around them, into the digital platform.
- Collaboratively define and continuously refine the physical-to-digital capture experience, partnering with engineering on the recognition and translation pipeline (i.e., turning a captured physical build into a playable digital proxy) and owning the tradeoffs across fidelity, speed, on-device privacy, and age-appropriate usability.
- Partner closely with teams across the LEGO Group to align hybrid experiences with current and future physical product lines, ensuring the digital bridge amplifies rather than dilutes the brand and the value of physical play.
- Safeguard trust by design, embedding child safety, privacy, and developmental appropriateness into every hybrid experience, with particular attention to children 8–12, for whom hybrid play resonates most strongly.
- Establish the success metrics and validation approach for hybrid play (e.g., capture success rate, physical-to-digital engagement, retention impact) and use structured playtesting to de-risk concepts before they scale.
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Qualifications
- Extensive experience in product management, including a demonstrable record of developing and launching hybrid physical-and-digital experiences for children (e.g., connected toys, toys-to-life, augmented reality, physical computing).
- Fluency at the hardware-software-content intersection, with the judgment to make sound tradeoffs across physical product constraints, machine-learning and computer-vision pipelines, and live-service digital platforms.
- Deep expertise in building products for children, including the safety, privacy, and developmental considerations specific to the 8 – 14 audience.
- A proven ability to lead cross-functional teams and to influence senior stakeholders across a large, matrixed organization, including physical product, brand, design, and engineering partners.
- A genuine affinity for the LEGO Brand and for creative, constructionist play, with the strategic clarity to translate that philosophy into product.
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