Rosário Costa

Senior Design Director ∙ LEGO Group

Rosário Costa's 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.

Costa 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, Costa has worked with LEGO Friends, one of the most noticed themes from The LEGO Group. She 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.

Costa 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.  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.

Costa has lived in Denmark since 1992. She 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.