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
“The whole story itself is fun to tell. When I decided to go a step further and not just buy LEGO® sets at the store, but help creating a [LEGO User Group] for the Canary Islands, starting building [my own creations], organizing events, etc., I realized how big the LEGO ‘world’ is.”
For ReBricker of the Week Tony_Wan, it all started three years ago, when his 3-year-old...
The most popular LEGO models this week look ahead and back. *insert inspiration quote about understanding the past to move forward*
Castle ruins are beautiful, even imaginary castle ruins crafted not of stone, but plastic bricks. Add in some greenery (which is much needed by many in this dark and dreary month) and you have our highest rated LEGO model this wee...
What’s your phone case look like? Is it a LEGO Builder Case with tons of crazy designs on it? If so, we want to see! Or if you don’t have a LEGO case for your cell phone, now is your chance to win one!
To celebrate the many creative things people have been doing with their LEGO® Builder Cases, we’re conducing a competition inviting you to build the most ama...
This week’s most popular LEGO® models play with what is real and what isn’t. One looks real enough at first, but at closer inspection you see the illusion. The other is just an idea, which doesn’t yet exist in physical form. Pretty niffy, huh?
LEGO IDEAS - STAR WARS VII THE FORCE AWAKENS (BIKE FROM TRAILER)
Based on the number of t-shirts, parody videos, ...
And the winner of the one-of-a-kind 14k gold mask is...
Akutahn by Roa McToa, BZPower
The judges just loved all of the detail that's packed into this villain. They were impressed with the way that Roa McToa used both new and old pieces to fashion this very poseable bad guy. With that evil face, you would definitely not want to run into him in a dark alley. Overall, Akutahn just fit all ...
“Posting it on the web is not the final goal. The final goal is to make it as close to perfect as possible.”
Meet Mandylion, or Vibor Cavor, as he's more commonly known, the ReBricker of the Week from Croatia who spends his time building LEGO® cars.
“I tend to build vehicles no one else builds. Vehicle builders either build muscle cars or Italian race cars. I distan...