About me

photoCecilia is the Global Head of LEGO.com and Consumer Experience at the LEGO Group. In this role she works closely with the many LEGO product teams, touchpoints and market representatives – driving the global strategy, development and operations for LEGO.com as the company’s primary owned Media Channel.

Cecilia has spent the last 14 years at the LEGO Group in areas ranging from new product development, consumer experience, consumer insight, digital marketing and business development. Her achievements include designing several highly successful toylines including LEGO Knights Kingdom (2004), LEGO Exoforce(2005), LEGO Spongebob Squarepants (2005), LEGO Racers (2006), LEGO Creator(2006, 2007-2008). She set up Experience Design as a discipline in 2006, defining and embedding the LEGO brand into consumer propositions and customer experience across. She also set up the LEGO Learning Institute, now part of the LEGO Foundation and home of academic research collaboration with the MIT Media Lab, and other well-known institutions around the world. Most recently she has been defining and driving the digital strategy and re-launch of LEGO.com across 21 international markets, helping LEGO brands and markets optimize their online presence. Cecilia earned her BA in Product Design from Central Saint Martins in 2001, and her TRIUM Executive MBA from HEC Paris, NYU Stern School of Business and London School of Economics and Political Science in 2012. In 2014 she was appointed Visiting Fellow to the University of the Arts London, Central Saint Martins School of Art and Design in recognition for her achievements.

Beyond her work at the LEGO Group, Cecilia and her fiancée Jon have helped a social enterprise, Riders for Health, scale their impact and save millions of lives through developing a safe storage transport for AIDS samples, funded by the Clinton, Gates and Skoll Foundations. Cecilia has also worked with a children’s charity funded by the United Nations to empower young people to be the change they want to see in their local communities and tell stories that matter to them. She is forever curious about how play, learning and creativity support innovation and reaching our full potential as human beings and continues to experiment as a blogger, artist and musician in her spare time.

LinkedIn Profile



2008    Front End of Innovation Europe, Amsterdam, The Netherlands

2009    Grid Conference, Bonnier, Stockholm, Sweden  http://vimeo.com/26712739

2010    Customer Experience Exchange, IQPC, Monaco

2012    Design and Emotion Conference, London, UK  http://www.designandemotion.org

2012    Customer Experience Exchange, TEN Executive Network, London, UK http://t-e-n.com/wp-content/uploads/2011/10/CE-COM-20123.pdf

2014    Global Design Forum, London, UK http://www.globaldesignforum.com/global-design-forum-2014/

2014    Alix Partners Forum: Value Creation in a Low Growth World, London, UK

2015    SXSW 2015: Playing to Learn: Lessons from Game Design Gurus, Austin, TX http://www.joanganzcooneycenter.org/2014/08/12/vote-for-our-sxsw-2015-panel-playing-to-learn-lessons-from-game-design-gurus/

2015    UX London http://2015.uxlondon.com, London, UK



WHITE PAPERS (available at ceciliaweckstrom.com/downloads)

  • Weckstrom, C., (2011) Consumer Driven Innovation Part II: Using Technology to Fuel Real-Time Feedback and Innovation
  • Weckstrom, C., (2011) Consumer-Driven Innovation: Finding the Right Consumer-centered Innovation Methods
  • Ackerman, E., Gauntlett, D., Thomsen,B., Weckstrom, C., Whitebread, D., Wolbers, T., (2011) Future of Learning, Billund, The LEGO Learning Institute
  • Ackerman, E., Gauntlett, D., Weckstrom, C., Whitebread, D., Wolbers, T., (2010) Future of Play, Billund, The LEGO Learning Institute
  • Ackerman, E., Gauntlett, D., Weckstrom, C., Wolbers, T., (2009) Defining Systematic Creativity in the Digital Realm, Billund, The LEGO Learning Institute
  • Ackerman, E., Gauntlett, D., Weckstrom, C. (2008) Defining Systematic Creativity, Billund, The LEGO Learning Institute


Interviewed in:

  • Universal Methods of Design: 100 Ways to Research Complex Problems, Develop Innovative Ideas and Design Effective Solutions, B. Martin, B Hanington, Rockport Publishing, Minneapolis, 2012 get it here
  • Making is Connecting: The Social Meaning of Creativity, from DIY and Knitting to YouTube and Web 2.0, D. Gauntlett, Polity Press, Cambridge, 2011 get it here
  • The Power of Co-creation: Build it with them to boost Growth, Productivity and Profits, V. Ramaswamy, F. Guillart, Free Press, New York, 2010 get it here

Books I have worked on ( a long time ago now :))

  • PACHAMAMA – Our Earth, Our Future, Evans Brothers, London, UK 1999
  • SCOPE 58, Sustainability Indicators, Report of the Project on Indicators for Sustainable Development, B. Moldan & S. Billharz eds., Wiley, London, UK 1997
  • A World in Our Hands: in Honour of the 50th Anniversary of the United Nations, Tricycle Press, California 1995