In this episode of the Kids Media Club Podcast, hosts Andy and Emily sit down with Mikkel Lee, Story and Innovation Lead at Lego, to explore the fascinating world of Lego story development. Mikkel shares insights on how Lego use play patterns and play types to direct story development across all their products, from in-store displays to augmented reality experiences and even down to their instruction manuals. For his team at Lego it is all about how to make the Lego user an active participant in the story. Mikkel gives listeners an exclusive glimpse into their creative process and explains how they ensure that every touchpoint tells a cohesive and engaging story.