Who we help?
At Helical Dynamix®, LEGO® SERIOUS PLAY® is not just a methodology we use — it is :
- a core part of how we facilitate clarity, alignment, and transformation within organizations
- a strategic tool to unlock insight, align perspectives, and drive meaningful action.
Today, our team includes certified facilitators with niche expertise in applying the LEGO® SERIOUS PLAY® methodology through advanced frameworks such as the 3D Canvas, as well as in designing workshops for Agile professionals and Project Management environments.
In addition, the team is active contributor to the The LSP Magazine which connects us to a global community of LEGO® SERIOUS PLAY® certified facilitators, continuously enriching our practice through exposure to diverse perspectives and applications of the method worldwide.
This experience also led to the development of our own signature framework, SERIOUS PLAY FOR LEADERS by Helical Dynamix®, which brings together our B2B and B2C programs into a cohesive, result-driven approach.
Our LEGO® SERIOUS PLAY® journey includes:
- 7 years of experience working with the method and materials
- Numerous workshops delivered both face-to-face and online
- International projects across Bulgaria, Romania, Spain and beyond
- Work with participants from 20+ nationalities
- Collaboration with organizations from 15+ industries, with diverse team dynamics and cultural specifics
What makes our approach different is how we design each experience — carefully tailored to the specific challenges, goals, and context of each client and using a highly adaptive, human-centered approach to every session.
How we do it?
At Helical Dynamix, we design and facilitate LEGO® SERIOUS PLAY® workshops tailored to organizations, leadership teams, and business challenges.
Each workshop is carefully crafted to support strategy development, team alignment, leadership growth, and organizational transformation.
We offer two main formats:
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In-house LEGO® SERIOUS PLAY® workshops: Designed for companies and leadership teams, focusing on strategy, collaboration, communication, and complex decision-making.
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Open LEGO® SERIOUS PLAY® workshops: Focused on individual and professional development, including career growth, communication skills, and personal positioning.
Our workshops are delivered both face-to-face and online, in various languages, with the flexibility to support local and international teams and organizations.
What topics can we support you with through LEGO® SERIOUS PLAY®?
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Business transformation and strategy implementation
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Company culture and values alignment
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Strategy focused: vision, mission, and priorities, objectives
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Boosting team communication and collaboration
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Innovation and creative problem-solving
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Building a growth mindset and learning culture
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Leadership development and team alignment
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Talent development and retention strategies
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DEI&B strategy and organizational culture transformation
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Project and Program management
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Product and Service strategy optimization
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Business model innovation
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And many more …
What is LEGO® SERIOUS PLAY®?
LEGO® SERIOUS PLAY® (LSP) is a facilitation methodology developed by the LEGO® Group, widely used in team workshops, leadership development programs, and strategy facilitation sessions.
At its core, LEGO® SERIOUS PLAY® workshops help teams solve complex business challenges by building models with LEGO® bricks. These models act as a shared language, enabling participants to express ideas, align perspectives, and engage in deeper, more effective discussions.
This hands-on methodology is grounded in research from Constructivism, Neuroscience, Flow, Play, and Imagination, making it a powerful tool for organizational development and team alignment.
During a typical LEGO® SERIOUS PLAY® workshop, participants:
- Build individual models to express ideas and insights
- Co-create shared models for team alignment
- Explore systems, relationships, and business challenges
- Simulate scenarios and test solutions
- Define key insights and actionable principles
All LEGO® SERIOUS PLAY® workshops are facilitated exclusively by certified facilitators to ensure structured, inclusive, and high-impact outcomes.
SUCCESS STORIES
Workshops with LEGO® SERIOUS PLAY®
“Prior the workshop we aimed to have a clear answer to the following questions: Where is our company today? Which are our priorities? What drives us as a company? Our focus was to understand if we are aligned as a team, which are our motivational triggers at individual and as well company level and last but not least how we could develop our future strategy for business growth and success. The LEGO® SERIOUS PLAY® method helped us to have all the questions successfully answered and even more… It was very easy, very natural, playful way to achieve our goals. This method is very good due to its easy way of usage and visualization aspect. As well Dani’s advanced facilitation skills helped us to achieve the final outcome. For me, this is one of the best tools I have been used in reaching team work and collaboration.”
Galina Vasileva
“Participating to the LEGO® SERIOUS PLAY® workshop, under Daniela’s guidance, made it very clear for me that I was a builder, that I have everything I need in reach and simply need to act on it. Suddenly, there were no more excuses left and the only way was up. Thank you, Daniela, for creating such an open environment in which I felt safe to explore and I had the courage to find the answers about myself!”
Lucia Claudia Stanescu
“Yesterday I attended the workshop “Build your career”, facilitated by the amazing Daniela Mihaleva 💯 Thank you very much for this valuable experience! Together with the powerful women in Cluj, we had a day to build and play, this time not for our kids, but for us, by us. I realized with more clarity where I am and what are the next steps to take, using LEGO® bricks to tell my story. I could create more in 4 hours than I did in 6 months by overthinking it. This was the most joyful workshop I ever attended, the power of LEGO® in our hands is something truly special ❤️”
Diana Debie
“What an incredible and invigorating experience with LEGO® SERIOUS PLAY® and Daniela Mihaleva at the Remix Lead Academy. A truly effective way to foster collective creativity to break habitual thinking and navigate through complex business and organizational challenges. The surprising and quite fun problem-solving techniques facilitated in the most uplifting manner by Dani are making this workshop one of the most empowering team experiences. Thank you, Dani!”
Teodora Tsvetkova
“As my business partner and I both felt we needed an unbiased third party opinion for our small and close-knit team, we decided to entrust this to Danny. The purpose of the training was to find out if we still profess the same values and vision for the company, if we have one direction and how not to deviate from the originally set goals. The LEGO® SERIOUS PLAY® method, thanks to its intuitive and childlike way of playing and discovering unsuspected possibilities for yourself and your team, is a great way of learning for me. Of course, Danny’s guidance is invaluable and without it we would hardly have reached the results we got at the end of the training.”
Desislava Lyubenova
“Thank you, Daniela Mihaleva for the great experience delivered at last week’s LEGO® SERIOUS PLAY® Workshop! I never imagined that LEGO® bricks and a good coach can be such an amazing combination, that guide you to creative solutions for career challenges. I highly recommend the workshop to everyone looking for inspiration and a new perspective.”
Raluca Puscascu
“I was lucky having the opportunity to take part in one super inspiring event LEGO® SERIOUS PLAY® held by Daniela Mihaleva and Helical Dynamix company. LEGO® SERIOUS PLAY® is a game that helps you build better and make quicker decisions. It is amazing how creative every resolution of problems can be displayed when you start thinking with your hands. Not only was a way more simple connection between our team developed but we also really enjoyed the result! I definitely recommend it as it builds a shared understanding and opens your imagination. I am attaching few moments now but you’d better go grab the chance to play at its best 🍀”
Krastina Pecheva
“Dani (Daniela Mihaleva) is our Lead coach & mentor on our Exec Team’s transformation journey after our company, Remix, has been acquired by thredUP, a NASDAQ listed company. Dani is impactful. Working with her is at times intense, yet progressing through walls. The 1:1 sessions go into multi-layers touch points till finding the desired outcome. It’s also fun and serious at the same time. In our last group session, we participated in a LEGO® SERIOUS PLAY®, it sounds controversial for the business at first. Do not deceive yourself by thinking it is anything less than intense, productive and impactful. Fast paced, no BS talks around the team’s personalities and “elephants in the room” scenarios where you can be either politically correct or making progress using “Plays”. The key takeaway for me was detaching personal emotions from the “Play” at hand. Thank you, Dani!”
Trayan Petkov
“Today I read through some LEGO® SERIOUS PLAY® materials and I would like to share my experience with it. I’ve been part of LEGO® SERIOUS PLAY® workshop, facilitated by Daniela Mihaleva and organized by Helical Dynamix. Purpose of the workshop for me was to understand better my team structure, roles and responsibilities and specifically my positioning in it. It was insightful and eye-opening experience to see the perspective to using LEGO® SERIOUS PLAY® approach. Thanks to Dani and this exercise, I managed to understand better where I need to put my efforts in the team and what needs to change. I strongly recommend to go and try it for yourself being part of different teams and structures – amazing mix of play, learn and put into practice!”
Nataliya Mihaylova
“Being a toddler’s mom, I played a lot with LEGO® recently to connect with my son. Today was the first day I have played with LEGO® differently: for my own fun and with the purpose to have a clearer picture of the career I would like to pursue in the future and what are the bricks I need in order to advance in this new journey. Thank you, Daniela Mihaleva, for the invitation and for sharing all your wisdom. I also gain new perspectives from all the participants who shared their challenges in their career and how their overcome them to be on the road they desired to be or how they plan to change the journey. I recommend the experience to anyone looking for growth opportunities. Explore & learn & grow every day!”
Magda Raduly-Toth
“I would like to share my experience with the LEGO® SERIOUS PLAY®. What was most interesting to me, apart from the impressive models that emerged, is that we were able to make the same conclusions throughout the individual perspectives of every each of us. It showed us how different we are, and yet the same. All this was easily achieved with our “works of art” – the models. Through the different and interactive process of the Workshop LEGO® SERIOUS PLAY®, I was able to get to know my colleagues better and especially what is important to them when communicating with others. For some it was trust, transparency, for others structured and detailed information. We got clear understanding of the challenges many of the colleagues we’re facing and saw how much we have in common. Thanks to my experience with LEGO® SERIOUS PLAY® and all the knowledge I left the workshop with helps me lead a more successful communication in the company. I understand better and take consideration of what is important for the person across the table or next to me. Thank you, Daniela Mihaleva, for this experience. I am looking forward for our next LEGO® SERIOUS PLAY® session.”
Tsvetelin Ganchev
“Definitely this format was inspiring, provocative and memorable. As an employee who joined the company relatively recently, I had the opportunity to get to know in depth the attitudes of other colleagues about the nature of our work, about where they define themselves and how important they feel in their role. Of course, to provoke myself to think about topics that have simply passed into my daily life without paying attention to them. I would definitely recommend the LEGO® SERIOUS PLAY® method to companies that want to add value to their employees.”
Polina Kostova
“I very much appreciated the hands-on approach and found the activities involving LEGO® bricks to be highly engaging. Building models helped me visualize concepts and facilitated creative thinking. It was also a unique way to explore complex concepts that stimulated innovative thinking. The facilitator did an excellent job of guiding the session and created a supportive environment for participation. Daniela’s clear instructions and encouraging demeanor contributed to the overall positive experience. The session fostered a collaborative atmosphere where I felt comfortable sharing ideas and working together to solve challenges. I enjoyed the opportunity to collaborate with the participants in a creative and non-conventional way. It was inspiring to hear diverse perspectives and engage in meaningful discussions that led to valuable takeaways for personal and professional growth. Overall, I want to express my sincere appreciation for the enriching experience provided by the LSP training session. The positive atmosphere, engaging activities, and effective facilitation made it a truly memorable learning opportunity. I look forward to applying the insights gained from this session in my day-to-day activities. Thank you to the facilitator and organizers for an exceptional session!”
Diana Dascalu
“I am very glad that I got to participate in the LEGO® SERIOUS PLAY® session led by Dani. It was both fun and thought-provoking and I especially enjoyed the visual representation of everyone’s ideas! The session was extremely beneficial to my team as it drove clarity and shared understanding among us. The process fosters creative thinking and problem solving which is also great for teams that need a new outlook on their collaborative environment.”
Kristina Todorova
“I had the opportunity to participate in the LEGO® SERIOUS PLAY® workshop for leaders with Daniela. I have to admit, I was a bit skeptical at first, but once we began, I immediately noticed how conversations that should have taken place long ago were finally brought to the table. LEGO® Serious Play is an excellent tool for breaking down communication barriers. I can confidently say that from that moment on, team collaboration transformed from something small into something truly strong. Daniela facilitated the session with great wisdom. She only intervened when necessary and ensured everyone had the chance to express their deepest, most hidden thoughts. Her sense of timing was impeccable! Not only was it an experience with tremendous added value, but it was also a lot of fun. I would definitely recommend it to any team struggling with collaboration.”
Louis Chauvelot
“The Lego game/method was interesting for me, provoking thoughts and ideas on how to depict reality (or what I want it to be) and the relationships within the company by constructing different figures. It also encouraged us to speak more freely about ‘sensitive’ topics represented through constructions, which was fun and enjoyable.”
Svetoslav Damgaliev
“Thank you! For me, it was very useful and fun. I had the opportunity to meet colleagues I had never seen before. Speaking in front of people was a plus for me since I don’t usually have to do it often. The creativity aspect was also great, the method really makes you exercise your brain, which is a big positive. In short, a great initiative and amazing representation through Valeria and her colleagues!”
Desislava Laskova
“The workshop with LEGO® SERIOUS PLAY® was a super positive and valuable experience. I didn’t even feel how three hours flew by! Each participant in our group had a different perspective, not only on what to create but also on how to do it. For me, this really showcased the immense diversity and freedom within Zentiva. Everything flowed smoothly and was a lot of fun. Thank you, Val, you managed to make the group feel comfortable and be themselves! I hope this feedback is useful to you, I genuinely loved it!”
Nikolai Stoimenov
“I really liked the interaction with the bricks and the way you can transform your thoughts into something visual, as much as your imagination allows. This helps a lot in explaining your ideas and tasks.”
Vladislav Lalev
“The workshop was fantastic and this is also the feedback I’m hearing from my colleagues. Everyone was really impressed by the methodology and the connections they managed to build with their colleagues. Thank you for your dedication!”
Kalina Georgieva
“The LEGO® Serious Play seminar was a truly unique and enriching experience. The trainer brought a perfect mix of professionalism and enthusiasm, creating a space where ideas flowed naturally. Daniela’s ability to guide discussions, spark creativity, and make everyone feel heard made the session both engaging and insightful. The small group setting turned it into a boutique experience – personal, interactive, and far more impactful than a large-scale workshop. The atmosphere was relaxed yet stimulating, allowing for meaningful conversations and deep reflection. It was the perfect balance of structure and creativity, making complex ideas tangible and easy to explore. Highly recommended for anyone looking to approach problem-solving, team building, or strategy in a fresh and innovative way.”
Paola Koycheva
“Daniela Mihaleva THANK YOU 🙏 for being our coach, our guide and our trainer in the #LegoSeriousPlay adventure! It’s been fun, insightful and luxurious travel deep into ourselves, our dreams and our super powers! Beauty makes me happy and #velmarhouseofpearls couldn’t be a better environment for unlocking creativity and dreaming.”
Adelina Popova
“The workshop organized by the company was highly engaging and creative, offering a truly unique experience. Using LEGO as a tool for team-building and problem-solving was both fun and effective, fostering a sense of collaboration among participants. The facilitators were professional and energetic, ensuring everyone was involved and motivated throughout the session. The activities sparked innovative thinking and encouraged us to approach challenges from new perspectives. Overall, it was a well-organized and inspiring event that left a lasting positive impression on our team.”
Ruslana Georgieva
“When I saw the invite for the training my first thought was – looks like fun, but how Lego play can be serious? Well, you have to see it in action. It provided an excellent platform to unlock creativity and tap into the childlike imagination we all have. This workshop helped us to express ourselves in unusual way and see the things from different perspective. It also made it easier to connect with my colleagues, as the process broke down barriers and encouraged collaboration. Overall, it was a fun, unique, and insightful experience that brought out new ideas and fostered a deeper connection among us.”
Neli Kiryakova
“I was surprised to discover that despite my extensive experience in finance, I also have a wonderful creativity. It was also nice to spend time with colleagues outside of work and look at our relationships from a different angle, to see common traits, interests and goals 🙂 A person reveals himself and is real in such interesting workshops. A heartfelt thank you to Dani for skillfully facilitating the activity! It is worth it and makes you think about your life philosophy :)”
Daniela Boneva
“I am extremely satisfied that I had participated in LEGO Serious Play workshop. I would like to appreciate Dani for her positive energy and harmony which she charged us. The LEGO play is different method to learn more about your colleagues and yourself by building varied models and situations by LEGO bricks. Moreover I met and my colleagues from different departments in the company who I’ve never met before and learned more about themselves. In conclusion I can say that this is exciting, provocative and relaxing workshop which you can learn, play, and enjoy.”
Miroslava Petkova
“Participating in a LEGO® SERIOUS PLAY® workshop hosted and delivered by Dani and Val was an absolute pleasure. Their tailored approach and personal attitude was second to none and contributed to having a fulfilling experience crafted to our specific needs. Dani and Val were professional but also showed a lovely sense of humor which inspired creativity in everyone in the room. They bring to life a modern and unique flair to traditional professional challenges where new ideas and bonds are forged within minutes.”
Petko Pironkov
“Our team used LEGO® Serious Play® to lay the groundwork for our local strategy, and it was both fun and surprisingly effective. The hands-on approach sparked creativity, helped us to get to know each other better, and in doing so we got to align on key priorities. Despite my well-documented lack of fine motor skills (let’s just say I adopted a minimalistic approach), I found the process incredibly valuable. Our experience turned complex ideas into realistic solutions, making strategy development engaging and collaborative. Highly recommended—just maybe don’t judge my building skills!”
Plamena Andreeva
“Our Senior Management Team at Reward Gateway/Edenred in Bulgaria recently had a truly insightful and bonding experience during a LEGO Serious Play session led by Daniela Mihaleva from Helical Dynamix. The interactive LEGO construction method, combined with Daniela’s expert facilitation, allowed us to connect on a deeper level, clarify our mission, and identify the unique contributions each of us can bring to the team. Daniela came well-prepared based on our preliminary discussions and skillfully guided the team dynamics from start to finish. Her approach encouraged everyone to share their thoughts openly as they described the models they created, fostering a collaborative and engaging environment. I would recommend the Helical Dynamix LEGO Serious Play Workshop to any team looking to enhance collaboration and communication, as it not only fosters creativity but also strengthens relationships among team members in a fun and engaging way.”
Nikolay Nistorov
“The LEGO® SERIOUS PLAY® workshop was a highly engaging and insightful experience. As facilitators, Daniela and Valeriya were exceptionally skilled and created a safe and productive environment for meaningful discussion. Some participants were initially skeptical about the format, but were very positively surprised by how a relatively short exercise was able to surface so many valuable insights and bring forward topics that are often difficult to discuss openly. The workshop helped our Leadership Team reflect on how we work together, surface different perspectives, and build a shared understanding of our strengths and opportunities for improvement. I would highly recommend this format to teams looking to strengthen collaboration and alignment.”
Emanuela Kozhushkova
FAQ
1. What is LEGO® SERIOUS PLAY®?
LEGO® SERIOUS PLAY® is a methodology developed by the LEGO® Group that supports teams and organizations in exploring complex business topics and processes through a playful approach.
Participants use LEGO® elements to build models that represent ideas, challenges, and perspectives. In this way, thinking becomes visible and tangible, creating a shared foundation for conversation.
This hands-on methodology is grounded in research in the fields of constructionism, neuroscience, flow, play, and imagination, making it a powerful tool for organizational development and team interaction.
2. Is this a team-building activity?
LEGO® SERIOUS PLAY® is sometimes perceived as a team-building activity because it is engaging and offers a different kind of experience. At its core, however, it is a methodology for working on specific business topics such as strategy, leadership, and change.
Its primary purpose is to support areas such as:
- clarity;
- shared understanding;
- decision-making;
- strategy development;
- solving challenges.
3. What does a workshop look like?
Sessions follow a structured process led by a certified facilitator. Participants:
- build individual models;
- share the meaning behind them;
- listen to other perspectives;
- create shared models;
- explore systems and interconnections;
- identify concrete insights and next steps.
The process ensures that everyone participates actively and that all perspectives are heard.
4. Why is the method so effective?
The methodology changes the way people think and interact. Its application is associated with a number of benefits:
- it creates the conditions for everyone to participate and share their perspective;
- it supports deeper thinking, leading to more effective decision-making;
- it makes ideas tangible and understandable to everyone, so they can subsequently be developed and implemented in practice;
- it encourages an open and safe environment through the use of metaphors and storytelling.
5. What topics can be explored?
LEGO® SERIOUS PLAY® can be applied to a wide range of business topics, including:
- Business transformation and strategy implementation
- Aligning organizational culture and values across teams and the wider organization
- Strategic workshops defining vision, mission, values, and priorities
- Improving team communication and collaboration
- Building a growth mindset and a culture of continuous learning
- Innovation and creativity
- Leadership development and team interaction
- Talent development and retention strategies
- Diversity, Equity, Inclusion and Belonging (DEI&B) strategy and organizational culture change
- Project and program management
- Optimizing product and service sales strategies
- Exploring challenging situations and the underlying causes behind them
- Formulating concrete ideas and next steps
Each session is designed around the specific context and objectives of the organization.
6. Do participants need to be creative or “good” with LEGO®?
No. The methodology is not about building perfect constructions. It is about thinking, expressing, and exploring ideas.
It is designed so that everyone can participate actively, regardless of their role, experience, or confidence in their own creativity.
7. How long does a workshop last?
The duration depends on the objectives and complexity of the topic. Focused sessions may last between 2 and 4 hours, while others may run for half a day, a full day, or even as a series of sessions.
Each format is adapted to your objectives, team size, and context.
8. Can LEGO® SERIOUS PLAY® be delivered online?
Yes. Sessions can also be delivered online, using adapted materials and facilitation design.
Although we recommend in-person sessions for a deeper experience, both formats can be highly effective when they are well structured.
9. How many participants can take part?
LEGO® SERIOUS PLAY® works most effectively with small groups of 3–12 participants and medium-sized groups of 20–25 participants.
For larger groups, adapted formats involving more than one facilitator are used.
10. When is LEGO® SERIOUS PLAY® not suitable?
The methodology is not the most suitable approach when quick solutions are expected without discussion, when there is no willingness to engage in dialogue, or when the outcomes have already been predetermined.
11. What results can we expect?
Following a session, participants typically achieve clearer decisions and priorities, shared understanding, higher engagement, greater clarity around hidden dynamics, and a clear plan for concrete next steps.
12. What are the first steps?
We begin with a short conversation to understand more about your challenges, business environment, context, objectives, and expected outcomes.
We then create a customized workshop design tailored to your specific needs and context.