OK, not everything, but an amazing foundation… LEGO®: children’s toy, grown up’s toy, global brand, lucrative industry, and theme park half-an-hour north of this conference. But LEGO® is also an educator and trainer’s tool, as well as a medium for personal expression and interactive learning. This presentation explores how LEGO® building bricks can be used to understand and even teach the fundamentals of information architecture (IA) and to improve the user experience (UX) lifecycle.