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Welcome to the ReBrick blog! Your one-stop destination for the updates and development on ReBrick. Check back every Monday to read the ReBrick'er of the Week article, and come back Friday to find out the most popular bookmarks of the week. Of course, don't forget to stop by in-between then for any other news! Got questions, concerns, or general feedback? Leave us a comment!

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28th january 2015 at 16:16

 “We want you to walk into a LEGO® Brand Retail Store and know that you’re in a LEGO Brand Retail Store. Our displays reflect the brand.”

Meet Nancy Lennert, the Assistant Manager for the D2C Creative Visual Shopper Marketing Agency. You know displays, galleries, and other visual designs you see at a LEGO store? That’s Nancy’s territory.

“Our team focuses on how shoppers experience the LEGO brand in over 115 stores globally.” Our latest Superstar reveals. “We want them to have an experience which aligns with our brand, and our belief of ‘only the best is good enough.’”

Nancy actually started her career at The LEGO Group when she was 17 years old. Having grown up in Enfield, Connecticut, she got a summer job at the then-open factory there.

“When I was a child, I wasn’t allowed to have LEGO sets, because my mom didn’t want to clean them up,” Nancy laughs. “With my first paycheck [from the factory], I went to the company store and bought the largest castle set I could find.”

After the summer was over, Nancy left her job at the factory for college to pursue a career in animation. She worked for a while at Nickelodeon and another toy company (which we will not mention here) but always kept an eye on The LEGO Group careers, hoping to find the right position.  However, it wasn’t until she started working with Point of Purchase displays that she found her way back into The LEGO Group, where she’s been for the past three years. She still keeps many of the things she originally bought from the company store when she was 17 at her desk at work.

Many of the displays at stores are changed on a monthly basis, and it’s often tricky to work with existing fixtures in different stores around the world with designing new displays.

“Problem solving is the most interesting part of my job,” Nancy says. “We’re always looking for innovation, but innovation doesn’t always work the first time. You’re always challenging yourself.”

Such a challenge presented itself last December, when Nancy was working on a LEGO Ninjago display, which included a specialized roof.

“We wanted to make a bold statement about Ninjago, but needed to make sure employees could see around the store, the display was safe, the materials were easy to set up, and it wasn’t blocking too much light so you could actually see the models,” she explains. “We ended up sitting on the floor on a Friday over Christmas break, talking to a vendor about how it all will go together.”

Luckily it was finished, and is now on display in stores in the UK and in the “Mock Store” at the Enfield office, where Nancy and others test out displays.

Nancy also focuses on something called the “Gallery” at LEGO Stores.

“The Gallery is the dedicated window display that highlights larger exclusive models,” she explains. As a budding adult fan of LEGO (AFOL) herself, Nancy utilizes this display to showcase larger models and the LEGO Ideas sets. You can see a graphic she worked on for the 75060 Star Wars Slave 1 below.

Nancy owns many of the larger exclusives, including the modular buildings, the Monster Fighter sets, and the Research Institute. She’s even working on her very first original creation, but doesn’t want to spoil what it is until she can post it online.

Currently, Nancy is working on a project to change “Brand Ribbons” in stores. Brand Ribbons are a strip of displays which run all around LEGO stores. Previously, they had small portholes, which you could peak in to see a model. However, based on feedback from shoppers, they’ve decided to do away with the porthole view so that the model is more visible. Next time you’re in your local LEGO Brand Retail Store, see if they’ve implemented this update!

“I love doing things that relate to kids, because making kids happy is such a great feeling. And I love working here, there is such a sense that adults love it too…it’s amazing what can be done with just a few bricks.”

Read more portraits of our LEGO Superstars:

What “Contact Us” Really Means

Joy of Building, Pride of Creation

Orchestrating Open Innovation

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