LEGO® is more than just a toy. It’s a universal tool that inspires creativity, fuels education, and even enhances marketing strategies. At DD Bricks, Jakob Ostner, Head of Design, leads the way in crafting customized LEGO® solutions for a variety of purposes. In this interview, Jakob shares his deep passion for working with LEGO® and why he believes it is one of the most versatile and inspiring products in the world.
Q: How did you start to become a LEGO® designer, and how did you find the job at DD Bricks?
Jakob Ostner: I am originally from Germany, but one of my close friends started DD Bricks in 2017 and asked me if I wanted to join the company. Since I had always been a big fan of LEGO® since childhood, I was immediately curious and interested—I didn't need much time to say, YES! Quickly, I realized how much joy I had working with LEGO®, and I soon became deeply involved in understanding all the different parts available.
At the beginning, my job was to manage the team, and I became the Operations Manager of DD Bricks. Back then, we focused solely on selling LEGO® parts—both used and new—on platforms like BrickLink, BrickOwl, BrickScout, and eBay. But once we discovered the potential of corporate gifts and the growing market for customized LEGO® solutions, I started learning LEGO® design hands-on—learning by doing.
That being said, I have always had a passion for design in general. This passion, combined with my deep understanding of LEGO® parts, gave me the perfect foundation to create unique and meaningful LEGO® solutions for businesses, educators, and collectors.
Q: Jakob, what makes LEGO® such a unique tool for different industries?
Jakob Ostner: LEGO® is one of the few products in the world that transcends generations, industries, and cultures. It’s not just a toy—it’s a medium. Whether it's used in education to teach STEM concepts, in corporate marketing to create engaging promotional products, or simply for play and creativity, LEGO® has an incredible ability to adapt to different needs. The modularity of the bricks means there are endless possibilities, whether you're building a fun classroom activity or a branded product for a company.
Q: How do you see LEGO®'s role in education?
Jakob Ostner: LEGO® is an incredible learning tool. It encourages problem-solving, teamwork, and creativity in a hands-on, engaging way. In a world that’s becoming increasingly digital, LEGO® provides a much-needed physical interaction with learning, helping children and even adults develop spatial awareness, critical thinking, and motor skills. Schools and kindergartens benefit greatly from customized LEGO® sets that align with their learning goals, whether it’s for STEAM education, early childhood development, or interactive storytelling.
Q: What about LEGO® in the world of marketing and branding?
Jakob Ostner: LEGO® is a powerful branding tool. It’s iconic, instantly recognizable, and sparks emotions. When companies use customized LEGO® sets as promotional gifts, event giveaways, or brand activations, they create a memorable experience for their audience. People associate LEGO® with positivity, nostalgia, and creativity, which makes it an ideal tool for strengthening brand engagement. At DD Bricks, we’ve worked on countless projects where businesses have used LEGO® to make a lasting impact on their customers.
Q: You’ve worked with LEGO® for a long time. What do you love most about it?
Jakob Ostner: The best part of working with LEGO® bricks is the universal joy and positivity that comes with it. Even in formal meetings with government officials, the moment we talk about our work with LEGO®, you can see their faces light up with smiles, and they instantly become curious to know more. No matter where you go in the world, LEGO® brings smiles to people’s faces. It doesn’t matter if you’re designing for a corporation, a school, or an individual—everyone feels a sense of excitement and creativity when they see a customized LEGO® set. It’s rare to work with a product that has such a universally positive emotional connection.
Q: Any memorable projects that stand out?
Jakob Ostner: There are so many! We’ve designed educational kits for schools, branded LEGO® gifts for companies, and even exclusive collector’s sets for die-hard LEGO® fans. One of the most exciting things is seeing our designs come to life and knowing they bring joy, learning, or a special brand connection to the people receiving them. Working on a model of an actual satellite that NASA will really send to space was definitely one of the most outstanding projects. It’s incredible to think that something designed with LEGO® is connected to real-world space exploration!
Q: What advice would you give to someone who wants to turn their love for LEGO® into a career?
Jakob Ostner: Turning a passion for LEGO® into a career is an exciting journey, but it's important to recognize that passion alone is not enough—you need to create real value. The best way to start is by exploring different aspects of LEGO®, whether it's designing custom creations, working with LEGO® education, or diving into business opportunities like selling LEGO® or creating branded sets.
Gaining hands-on experience is essential. Build, experiment, and challenge yourself by working with different LEGO® elements and techniques. If you're serious about making a career out of LEGO®, it's also valuable to network with the LEGO® community, participate in design competitions like the BrickLink Designer Program, and showcase your skills online—for example, on platforms like Rebrickable.
For those looking at the business side, understanding customer needs, marketing, and product demand is crucial. Whether it's through custom models, corporate branding, or educational solutions, the key is to combine creativity with a business mindset to make your work commercially viable.
Most importantly, always ask yourself, 'How can I provide something valuable?' Whether that’s in design, education, or sales, you need to offer solutions that resonate with people. Keep learning, refining your skills, and staying open to opportunities. The combination of passion, skill, and value creation is what truly turns LEGO® into a career.
Q: Is it possible to work at DD Bricks?
Jakob Ostner: Absolutely! We are always looking for motivated and passionate people to join our team. Whether you're a student seeking an internship, a designer looking for a part-time career in our global design team, or someone interested in other areas of our business, there are endless opportunities at DD Bricks. If you’re passionate about working with LEGO®, we encourage you to apply and explore the possibilities!
Q: How do you go from an idea to a fully designed LEGO® set?
Jakob Ostner: The process of creating a custom LEGO® set starts with understanding the purpose and the vision behind the project. Whether it's an educational kit, a corporate gift, or a collector's item, we first gather all the requirements and define the key elements that need to be included.
Once the concept is clear, we move to the digital design phase using LEGO® design software like Studio or BrickLink's Part Designer. This allows us to experiment with different structures, colors, and functionalities before physically assembling anything. Digital design also helps ensure that all parts are available and fit together perfectly.
After finalizing the digital model, we proceed to prototyping—actually building the design using real LEGO® bricks. This step is crucial because sometimes digital designs don’t translate perfectly into physical form. We test the stability, aesthetics, and functionality of the set, making adjustments where necessary.
Once the prototype is approved, we focus on sourcing the right LEGO® elements. At DD Bricks, we have access to over 15 million LEGO® parts, both new and pre-loved, allowing us to meet specific client needs. If needed, we source additional parts through platforms like BrickLink and BrickOwl.
The final stage is packaging and presentation. Depending on the project, we might create custom packaging, instructions, and even branding elements to make the set more unique and meaningful.
The entire process—from idea to completion—is a mix of creativity, technical precision, and problem-solving, ensuring that every custom LEGO® set we design meets the highest quality standards.
Q: What’s next for DD Bricks and your work with LEGO®?
Jakob Ostner: We’re always looking for new ways to push the boundaries of what LEGO® can do. Whether it’s expanding our educational offerings, creating more personalized corporate gifts, or finding new ways to integrate LEGO® into marketing campaigns, the possibilities are endless. Our goal is to keep innovating and finding new creative applications for LEGO® that bring value to businesses, educators, and LEGO® enthusiasts alike.
Want to Create Your Own Customized LEGO® Solution?
Whether you're an educator looking for unique classroom sets, a company seeking a creative marketing tool, or just someone who loves LEGO®, DD Bricks can bring your vision to life. Contact us today and let’s build something amazing together!