Rosario Costa

Senior Design Director, The LEGO Group, Denmark Rosarios 20 years journey with The LEGO Group covers a wide range of experiences like on-boarding talents and leading strong design teams, driving innovation, leveraging consumer insights, creating concepts and themes delivering the most compelling LEGO experiences for children and parents around the world.

She has been involved in a significant numbers of development projects across target groups, building platforms and businesses. She has played an instrumental role in scoping design strategy of LEGO Core lines including LEGO DUPLO, LEGO Creator in a variety of inventor kits as well as a portable LEGO toys called X-Pod that encouraged kids to bring LEGO bricks to the playground, LEGO MINDSTORMS as well as LEGO Technic. Costa has also worked with many other new and innovative product lines like LEGO Soccer and LEGO Studios which included LEGO & Steven Spielberg Movie Making Kit. LEGO Studios was an award-winning set that included everything children needed to build their own movie stories and then capture them with a digital camera and stylized editing software to create LEGO stop motion animations. 

Since 2008, Rosario has worked with LEGO Friends, one of the most noticed themes from The LEGO Group. Rosario has been the driving force leading the design team and design strategy development of this totally new line. Costa has played a key role making this line a successful breakthrough and key milestone not just for The LEGO Group but also in the toy industry reaching many more kids around the world playing with LEGO bricks. After the introduction of LEGO Friends, new LEGO product lines have been introduced the portfolio like LEGO Disney, LEGO Elves and LEGO DC Super Heroes which all have been led by Rosario.

Rosario has gained a wealthy experience understanding children’s play needs and play patterns, as well what motivates kids to have fun, be creative and keep them inspired. She finds motivation in encouraging team work and collaboration across fields of expertise. Rosario has a great passion in engaging with consumers and co-creating best in class emotional products and experiences that leverage truly consumer needs. She is very proud of creating toys for children from all over the world and being part of inspiring and building the creative`s of tomorrow.

She lives in Denmark since 1992. Rosario studied at The Design Crafts Institute in Copenhagen from which she holds a Master of Arts and Crafts Design. Costa is a native of Portugal and her studies also include industrial design at ESAD University Caldas da Rainha, Portugal. Costa resides with her family in central Denmark.