# How LEGO Puts Play to Work Across Retail Experiences: Breaking Down the Formula with PJ du Toit

By Melissa Gonzalez · Published 2025-05-29 · Updated 2026-05-19 · Retail on MarketScale
Canonical: https://www.marketscale.com/industries/retail/how-lego-puts-play-to-work-across-retail-experiences-breaking-down-the-formula-with-pj-du-toit
Creator hub: Retail Refined

> 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…

## Key points

- 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.

Block Field

As [in-store experiences](https://marketscale.com/industries/podcast-network/retail-refined/leading-with-curiosity-vs-store-experience-playbook/) 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](https://nypost.com/2024/10/22/lifestyle/half-of-parents-think-ai-will-take-their-kids-jobs-ruin-their-creativity/?utm_source=chatgpt.com) 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*](https://marketscale.com/shows/retail-refined/), host [Melissa Gonzalez](https://www.linkedin.com/in/melissagonzalezlionesque/) sits down with [PJ du Toit](https://www.linkedin.com/in/pjdutoit/), Global Design Director at the [LEGO Group](https://www.linkedin.com/company/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.

*Article written by MarketScale.*

Tags: experiential retail, LEGO, Melissa Gonzalez, PJ du Toit, Retail Refined, toy industry

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