The LEGO Group at the Pentawards Festival
The LEGO Group’s Sr. Creative Manager, Helle Rasmussen, and Structural Packaging Manager, Lukas Brza, join the line-up for the Pentawards Festival x Paris Packaging Week.
LEGO joins the line-up for the Pentawards Festival x Paris Packaging Week. Join Sr. Creative Manager, Helle Rasmussen, and Structural Packaging Manager, Lukas Brza for their "The beauty & the curse of lean packaging" keynote. Register here for free!
About Helle and Lukas
Helle Rasmussen is a Sr. Creative Manager at The LEGO® Agency. Leading the Design Innovation Team, her focus is the creation of visual identities that stand out and serve as a foundation for multi-channel, multi-platform global communication. She’s worked in the toy industry for the past 25 years and has had a leading role on many of The LEGO® Group’s global launches – from concept generation to campaign development, packaging, and kids’ animated content. Helle is a fierce advocate for the power of play and boosting creativity in kids, a personal philosophy that carries over into her work.
Lukas Brza manages design and packaging innovation projects within the LEGO Group. His work focuses on developing and evaluating packaging trends, insights, and research, with a particular emphasis on sustainability and diversity & inclusivity in packaging experiences. He plays a key role in shaping how LEGO continues to evolve its packaging for a more responsible future.
The LEGO group x F1 ready to race, 2025 Gold Pentawards winner
About LEGO Group
The LEGO Group is a global leader in creative play, inspiring children and adults through its iconic brick system since 1932. The company is strongly committed to building an inclusive culture, investing in initiatives that support diversity, equal opportunities, and representation across its workforce and products. LEGO continues to advance its sustainability goals, particularly in packaging, with a shift toward recyclable, responsibly sourced paper and cardboard materials. The Group has been phasing out single-use plastics in its packaging and developing more circular solutions to reduce environmental impact. Guided by its mission to inspire the builders of tomorrow, LEGO pairs innovation with responsibility in everything it creates.