In 2000, the systematic research effort on LEGO Serious Play methodology focusing on the idea of playing seriously in organizations first started at the Swiss-based think tank Imagination Lab Foundation. The Imagination Lab's main task was researching the use of the method for strategy development in organizations. Their team of researchers wrote 3 books, 74 working and research papers, and 12 short articles. Imagination Lab ceased to exist in 2004 and created European Academy of Management iLab Foundation Award.
