Interviewing Niels Mølgård Frederiksen, LEGO Designer
When LEGO creates culturally appropriate LEGO sets for the mass market, I’ve always been curious to know what work goes into making those sets happen. Unlike sets based on LEGO City, or even LEGO Star Wars, sets that are based on specific cultures require just a bit more work, including lots of research to make sure the representation is appropriate. The LEGO Group gave GamesReviews the opportunity to interview Niels Mølgård Frederiksen, the designer behind the LEGO® Spring Festival Trotting Lantern set. We asked him about the process for this set specifically, but also a few other questions as well! Without further ado, here is our conversation with Niels!
Can you tell us your title, and briefly what you do at the LEGO Group?
Niels Mølgård Frederiksen, Associate Creative Lead for LEGO Star Wars™
What got you into designing LEGO sets? What is your history with the product?
Being a Danish-born kid in the 1980s meant that playing with LEGO bricks was practically embedded into my DNA. But my journey to becoming a LEGO designer is a tale of almost 15 years of trials, challenges, and taking various routes before finally landing the job in November 2013. My entire life, I’ve been building plastic model kits of cars, various planes, but mostly Sci-Fi related models such as Star Trek, Battlestar Galactica, and of course, Star Wars. I was part of a model building club in my hometown, and when one of my fellow modelers, Henrik, landed a position as a LEGO Designer in 1998, I started dreaming of becoming one as well.
A funny side story to that is when Henrik got the job, I told him that if I ever became a LEGO Designer, I would pitch LEGO Star Wars. On Henrik’s very first working day, he was tasked with working on LEGO Star Wars™ models, and he ended up designing the first Ultimate Collector Series (UCS) models—but he couldn’t tell me!
After high school, I studied Digital Design and Communication and worked in various companies as a web developer. I then switched to teaching web design for four years before finally landing my dream job in November 2013. I would say that it was more my model building skills and playful spirit that opened the door than my degree in Digital Design. However, I have relied a lot on my knowledge from past studies and work experiences, as well as my experiences as a teacher. My model building skills and working with storytelling in my models also played a significant role. It took me a bit longer to land the job, but it seems it was all part of the bigger plan.
What is the most rewarding experience you have working for the LEGO Group?
Being a LEGO Designer is what most people would describe as a dream job. Throughout the years, I’ve been fortunate enough to share this passion with so many fans, kids, and adults. Knowing that you do something that brings smiles to people around the globe is priceless.
I’ve had many amazing experiences during my years working for LEGO, but I doubt anything will ever beat the sensation back in early summer 2015.
After a long day in the LEGOLAND park here in Billund, Denmark, I was resting on a bench with my father-in-law while my girls were riding the train. Suddenly, I noticed a family walking by, and the young boy was carrying a LEGO bag, clearly having just been in the LEGO Shop. Extending out of the bag was the LEGO Star Wars™ Naboo Starfighter™—the first big set for LEGO Star Wars that I designed and had just been released. Seeing that a kid had chosen a set that I had put so much passion and energy into was truly priceless.
Most people understand that there is a certain level of creativity required to design / create a LEGO set. What other skills do you think are important to creating a good product?
As mentioned, my model building skills and playful spirit have been extremely important in helping me succeed as a designer with the LEGO Group. Additionally, I believe that taking lessons from past experiences in my life has greatly contributed to my success. I’m a strong believer that there’s a lesson to learn in everything you do.
Beyond creativity, other essential skills include problem-solving, attention to detail, and the ability to iterate and improve designs based on feedback. Collaboration is also crucial, as working with a team of designers, engineers, and cultural experts helps ensure that the final product is both innovative and culturally relevant. Lastly, having a passion for storytelling and an understanding of the end-user experience can make a significant difference in creating a product that resonates with people of all ages.
A lot goes into creating sets that have cultural ties; you want to make sure you get it right. What was your process like before you even began designing the LEGO Spring Festival Trotting Lantern set?
At the LEGO Group, we take great care in ensuring that the cultural elements in sets like the Spring Festival Trotting Lantern are both accurate and respectful. The design process for this set involved extensive research into the Lunar New Year customs and traditions, working alongside experts and consultants who helped guide the cultural accuracy. My role in this process was to translate these traditions into an engaging and imaginative building experience, ensuring that the set honored the spirit of the celebration while remaining fun and accessible to LEGO builders of all ages.
The inclusion of specific festive scenes and symbols, like the food stall and the shadow theater, are designed to reflect real aspects of the Spring Festival, adding to the authenticity and celebration of this important cultural event.
When designing LEGO sets, what comes first after you know what you will be creating? Is it the size of the set (cms, # of pieces, etc)? Is there a target price you work towards?
It’s a complex puzzle where price points, age marks, box sizes, and the actual sets are all interrelated. We consider the target audience and play experience, which helps determine the concept and features. The size of the set and the target price point are closely tied, influencing the complexity and types of elements included. Throughout the process, we focus on build flow, playability, and product safety, iterating and testing to refine the design. Collaboration between designers, engineers, and cultural experts ensures the final product is fun, engaging, and culturally relevant.
Let’s take sets you have designed out of the equation – what is the most impressive set you can remember seeing / building?
That’s a tough question, but I’ll try! I have a soft spot for LEGO Architecture sets, and I must say that the LEGO Architecture Notre-Dame de Paris set is stunning. It captures the beauty of the actual cathedral before the tragic fire. I also really like the LEGO Architecture Himeji Castle set, which not only looks amazing but also brings back good memories of visiting the actual castle with my family in the summer of 2023. Both sets are on my “To Build” list.
As for sets I’ve built, being a longtime Star Wars fan it’s hard to ignore the LEGO Star Wars™ Millennium Falcon™ set. It’s such an amazing build, and as someone passionate about the original filming miniatures created in the mid-70s, I must say that this set is just spot-on.
Thank you so much to Niels for this opportunity to interview him about his time at LEGO and his work on the LEGO® Spring Festival Trotting Lantern! You can read our review of this set here.