How LEGO Puts Play to Work Across Retail Experiences: Breaking Down the Formula with PJ du Toit
In this episode of Retail Refined, host Melissa Gonzalez speaks with PJ du Toit, Director of Global Retail Concepts at the LEGO Group, about how LEGO designs physical retail spaces as immersive, playful destinations that serve both brand recruitment and customer retention. Du Toit explains how LEGO balances global scalability with local authenticity through modular store concepts and a 'test and learn' innovation culture. The conversation covers everything from flagship stores and vending machines to full-size LEGO-built F1 cars as brand experience touchpoints.
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Key takeaways
LEGO designs stores as 'recruitment vehicles' to attract new shoppers while deepening loyalty among existing fans.
The company uses modular, locally tailored retail concepts to scale globally while maintaining creative consistency.
A 'test and learn' culture allows LEGO to innovate across retail formats, embracing iteration and even failure as part of the process.
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As in-store experiences become key to brand loyalty, LEGO is doubling down on its core brand essence of play, using it as both a design philosophy and a strategic lever. The company is transforming its physical spaces into destinations that spark imagination, encourage interaction, and strengthen emotional connections with shoppers of all ages. With nearly 70 percent of parents surveyed citing creativity as an essential skill for their children’s development, LEGO’s cross-generational appeal has never been more culturally relevant.
So, how does LEGO continue to blend physical retail with digital relevance, global scalability with local authenticity, and imaginative play with operational efficiency?
On this episode of Retail Refined, host Melissa Gonzalez sits down with PJ du Toit, Global Design Director at the LEGO Group, to explore how the company builds immersive, scalable, and meaningful retail experiences that stay true to its playful DNA. From flagship stores and vending machines to full-size LEGO-built F1 cars, this episode dives into how the company brings brick-by-brick consistency and creativity across every customer touchpoint.
The main topics of conversation are…
- How LEGO designs stores as “recruitment vehicles” to attract new customers while retaining loyal fans.
- The importance of modular, scalable, and locally tailored retail concepts.
- The company’s “test and learn” culture, which allows for innovation, iteration, and even failure in creating engaging retail formats.
PJ du Toit is the Director of Global Retail Concepts at the LEGO Group, where he leads the development of retail strategies, designs, and implementation across multiple channels. He collaborates with cross-functional teams—including LEGO Retail, Retail Development, and LEGO Agency—to shape immersive, sales-driven brand experiences. His current focus is building a unified, cross-channel retail platform that delivers consistent global impact.
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About the author
Industry-recognized influencer, leader, and storyteller in Retail. Lead Retail Industry Contributor at MarketScale. Principal at MG2 Design. Host of "Retail Refined" Podcast. As a global brand and retail experience disruptor, Melissa possess strong proficiency in consumer insights, experiential design, retail technology integration, and brand innovation. During her career, she have created powerful visual narratives through physical spaces, imprinting complex concepts and ideas to consumers in genuine, tactile, and persuasive manners. She have also served as a consumer engagement trendsetter, “pop-up” industry pioneer, and entrepreneur. Melissa founded and launched a consumer experiential design firm that achieved a successful exit, driving initial client wins, monetization, and exponential revenue growth. "Melissa brings both her industry knowledge and an approachable and educational point of view to her interviewing skills. With an authentic style, she facilitates an engaging dialogue, one where listeners can walk away from with tangible insights and thought provokers!" -Jeffrey Roseman, Vice Chairman of Retail at Newmark "What sets Melissa apart is her ability to cut through the noise and provide actionable insights. Whether you’re a store owner looking to revamp your space or a tech enthusiast curious about the next big thing in retail, you’ll find tangible ideas to build on. From seasoned designers to pioneering tech gurus - ensuring that listeners are always engaged with diverse and forward-thinking perspectives. Retail Refined doesn’t just skim the surface; it dives deep into topics that matter. If staying ahead of the retail curve is important to you, start here." -Nate Frazier, Chief Operating Officer of GNC
