Lego is more than just plastic building blocks—and an Adelphi alum is one of those behind building the brand.
The Lego brand is built around the themes of creativity, problem-solving and the importance of play. And the company continues to break the mold by exploring new projects and ideas. This fall, Lego launched its Paris Experience, announced a partnership with Nike and made its first foray into a new film genre—the biopic. And one of the company’s key players in building the brand is Alero Akuya ’05, Lego’s vice president of global brand development.
Akuya earned her Bachelor of Science in Political Science and a Bachelor of Arts in Communications, focusing on children’s media and showcasing her leadership skills as class president and an Orientation leader. After graduating, she went on to build up her career, from a senior brand director at Nike up to her current role at Lego, a position she’s held since 2021.
Pharrell Williams Tells His Story in Lego
The company got into Lego-themed movies in 2014 with The Lego Movie. The new film project, Piece by Piece, is a collaboration with Pharrell Williams to tell the multi-Grammy Award-winning artist’s life story in brick form. The film premiered at the Toronto Film Festival on September 10 and released in theaters on October 11. In addition to Williams, the film portrays—and features the voices of—artists such as Snoop Dogg, Kendrick Lamar and Jay-Z.
Akuya recently posted on LinkedIn: “Inspired by Pharrell’s passion for space, together with The Lego Group, we have embarked on a mission to inspire creativity and curiosity through Lego play.”
A new tie-in Lego set is also available, called Over the Moon with Pharrell Williams.
Lego Superpower Studios
Continuing to expand the brand’s universal appeal, Lego’s new Global Play Ambassadors collaborated with several artists to create the first Lego Superpower Studios, which opened its doors to guests in Paris in September.
In a story in Wallpaper*, Akuya said, “It’s probably the most experiential brand in the world—so how do you demonstrate that at scale?” She added, “There’s always a wow factor with Lego. It’s about creative problem-solving.”
Lego and Nike Join Forces
As announced in a news release on the Lego website in August 2024, Lego and Nike will begin partnering next year.
In the release, Akuya said, “By combining the creativity of Lego play with the energy and passion of sport, we want to inspire new ways for kids to play and be creative. We are excited to partner with Nike, Inc., on this journey and help reimagine how creative play and sport can unite. Together, we will create unique experiences that will engage and excite kids around the world, inspiring them to explore their imaginations.”
Building a Community Around Play
“The best part about the job is that, at the end of the day, we’re talking about play,” Akuya told The Cut in 2022. “And we get to play all day long if we so choose—it’s really welcome in the workplace. We have Lego bricks in every conference room, table or desk. It’s encouraged in meetings that we make playful games and incorporate that into our dialogues, or we think playfully about the ideas that we’re developing. For me, it’s the playfulness of the work environment and the playfulness of my colleagues that’s really enjoyable.”
The Media Takes Notice
Many media outlets are reporting on Lego’s moves. Here are a few:
- Forbes: “LEGO And Nike’s Partnership: A Strategic Move In The Era Of Brand Collaborations”
- Women’s Wear Daily: “Pharrell Williams Talks Documentary and Space-themed Lego Collaboration in Paris”
- Creative Review: “How Lego Creates Meaningful Brand Experiences”
- The New York Times: “Lego Leaps Into Documentaries, With Pharrell Williams as the Subject”
- The Hollywood Reporter: “Pharrell Williams on Collaborating with Lego for Upcoming Biopic: ‘That’s What Impossible Looks and Sounds Like’”