In 2012, Gluckman founded Playable Design, a cultural communication platform that aims to help children become more creative and better problem solvers through open play with Lego and other tools.

Besides organizing the "Brick by Brick" series, Playable Design also trains teachers and designs part of the curriculum for Lego Education, a chain of educational institutes.

Playable Design recently announced that it will be holding a "Brick by Brick" event in Shanghai this summer, gathering 1,000 children to build a vertical city using Lego blocks over two days.

Scheduled to be held at the 632-meter-high Shanghai Tower, China's tallest building, the event will feature a theme that revolves around the use of vertical space for more sustainable living. Gluckman pointed out that the final piece of work at the event is expected to set a new record for being the largest Lego installation in the world.

"We promote play socially and productively, rather than playing mindlessly, which is just a waste of time," said Gluckman, about the philosophy of her company.

"Open play is key. There is no right or wrong, no rules, and no winning or losing. The key point here is that children can decide for themselves. Creativity happens when they are allowed to develop their own rules and approach to building."