The Wirral man living every child’s dream - getting paid to work with LEGO

Jan 4 2012 by Jamie McLoughlin, Heswall News

A WIRRAL man helped create a range of toys which became a 2011 bestseller.

Matthew Ashton’s team launched the super-popular Lego Minifigures, which were found in children’s stockings across the globe at Christmas.

The 36-year-old from Upton works for the toy giant in the Danish town of Billund – in an office where a slide rather than stairs connects the mezzanine with the ground floor and designers sit at desks covered with creations instantly recognisable to youngsters the world over.

The former Wallasey School pupil and Wirral Met graduate has been employed by the colossus of the toy industry for the past 11 years.

In that time he has overseen the creation of some of the biggest-selling toys of the century – construction kits based on movie franchises such as Toy Story, Star Wars and Indiana Jones.

Matthew’s job involves visiting film sets to study the layout and ensure every last detail of the Lego version is correct.

But it was another massive name in the toy world which landed him the Lego job.

Matthew said: “I was doing an Art Foundation course at Wirral Met where I decided my goal was to be a fashion designer.

“I got a place at the University of Brighton on a four year course, with one year of internships with various fashion studios, including one in Como, Italy, where they were doing collections for Moschino and Dolce and Gabbana.

“Due to limited space most graduates exhibit one key garment in their final collection, but I wanted to showcase my entire line so made miniature versions and displayed them on Barbie dolls.

“Some head-hunters for Lego were at the show looking for new designers with a fashion background, saw my work and liked it.

“After a year of interviews and freelance work I got a permanent contract and moved to Denmark.”

Originally working on craft ranges aimed at girls Matthew soon moved on to the boys’ lines where his working day saw him develop new models involving castles, pirate ships and city life.

Now a senior creative director, Matthew is responsible for 52 designers.

With the whole 2012 range already wrapped up – and including dinosaurs, super heroes and a couple of hobbits – the team are currently working on products for 2013.

He added: “I guess the range I am most proud of is probably one that seems the simplest from the outside, it’s Lego Minifigures.

“Although it seems such an obvious product it took a lot to get it out there. I’m even prouder to say it was the number one selling toy in the UK in 2011.

“It is the one line where the designers can really go to town and sneak in some really silly stuff now and again.

“It is so much fun to work with and full of personality.”