My early career was defined by my time at LEGO (recently I've been experimenting further with blending LEGO digital and physical play). I started as an intern in-house and later worked as a consultant via Design by Touch (opens new window).

Dimensions stands out as my enduring favourite among diverse projects including Nexo Knights, Bionicle, Hero Factory, City, Mario and numerous undisclosed concepts. It's the LEGO answer to Skylanders, Disney Infinity, and Nintendo Amiibo. I joined the core team as we took it from a back-of-the-napkin idea to a major strategic initiative backed by the whole company.

LEGO's unique DNA sets Dimensions apart from competitors. We wanted to push forward what it means to blend toys and video games into a single experience. One route was to emphasise building and rebuilding as part of the integrated gameplay. Contextual on-screen building instructions show children how to modify their models to solve puzzles and beat challenges. Another was to stimulate roleplaying in the real world. We saw the hardware as more than just a gateway for bringing LEGO into the game. It was also a new kind of gamepad which facilitated interactions triggered by the toy's physical state. Dimensions launched in 2015 to overwhelmingly positive reviews but was cancelled in 2017 as the broader toys-to-life category fell out of favour with children and parents.