‘I’m Serious About Play’


Lego Group’s Andrea Faflíková talks about play, setting goals, and volunteering.

As senior brand relations & events manager for Lego Group’s regional marketing division, I have an appreciation for the importance of play. You could say I see its serious side.

I feel my life motto — “A goal without a plan is just a wish, a quote from Antoine de Saint-Exupéry — explains why I am so ambitious in my career. Following 10 years in advertising and a spell as managing director of a business unit supporting youth football at a newly formed Czech football team, I joined Lego. I’m especially passionate about my current role, which includes expanding the reach of Lego Play Experience throughout REEMEA (Russia, Central and Eastern Europe, Middle East,and Africa), particularly in Russia and the Baltics.

Lego Play Experience is designed to help children develop essential lifelong skills, using the LEGO® System of Play, which simulates vital skills like communication, empathy, and problem-solving. These skills, which benefit children throughout their entire lives, are learned through play.

The reason I now have very clear goals in my career and life came five years ago. I became seriously ill and underwent major surgery. Surviving this experience has enabled me to distinguish my priorities. Now, I always search for opportunities to learn and to experience new things — to enhance my knowledge and skills and to share my experiences. I participate at various conferences and on PR and events panels. I’m extremely pleased to have been given the chance to be a part of PCMA Regional Advisory Board and a member of several local and international jury panels such as BEA World.

I recommend volunteering to anyone, especially those at the beginning of their career. It’s a great way to try different things and meet inspiring and experienced people.

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