Smart_Play

Professional Training and Facilitation Servicessmartplaybr.com

Smart Play is a São Paulo-based facilitation company that delivers LEGO SERIOUS PLAY workshops, certification programs, and corporate training in Brazil and Portugal through two certified Master Trainers, serving enterprise clients and individual professionals.

Company typePrivate
Founded2018
HeadquartersSão Paulo, Brazil
Headcount1–10
GTM typeB2B and B2C
OfferingServices

What Smart_Play does

Smart Play is a São Paulo-based facilitation and training company specializing in the LEGO SERIOUS PLAY (LSP) methodology, a structured workshop framework using LEGO bricks as metaphorical tools for thinking, communication, and problem-solving. The company operates through two primary revenue streams: (1) international LSP certification programs for professionals who want to become certified facilitators, delivered under license from the Association of Master Trainers (Denmark) in Brazil and Portugal; and (2) custom corporate workshops and short-format public courses covering strategic thinking, professional identity, creativity, and team development. Smart Play serves two distinct customer segments: enterprise clients (including Oracle, PayPal, Uber, Electrolux, Kimberly-Clark, Sicoob, Klabin, OLX, Daiichi Sankyo, Continental, Zomato, and government/education entities such as Sebrae and SESI) seeking team and organizational development, and individual professionals/HR practitioners seeking career development or LSP certification.

The business model is purely professional services, with no software, app, or digital product. Pricing is per-participant and ranges from R$880 to R$1,100 for public workshops, with class sizes capped at 8–10 participants to ensure a premium, high-touch experience. The company operates from a single office in Moema, São Paulo, offers both in-person and remote/online delivery, and runs a monthly "Café com LEGO SERIOUS PLAY" event as a community-building and lead-generation channel. All marketing is organic (website, blog, Facebook, Instagram, LinkedIn, WhatsApp, email newsletter), with no paid acquisition or reseller network visible. The company is founder-led by two certified Master Trainers—Jorge Secco Caetano and Paquisa Mazzola—and appears to be independently owned with no institutional investors, no disclosed funding, and no parent company.

Smart_Play firmographics

Firmographics

Name: Smart_Play
Legal name: Smart Play
Website: https://smartplaybr.com
Company type: Private
Founded year: 2018
Operating status: Operating
Headcount range: 1–10 employees
Short description: Smart Play is a São Paulo-based facilitation company that delivers LEGO SERIOUS PLAY workshops, certification programs, and corporate training in Brazil and Portugal through two certified Master Trainers, serving enterprise clients and individual professionals.
Ownership category
akta.pro rank

Smart_Play industry classification

Industry

Product category: Professional Training and Facilitation Services
NAICS: Amusement, Gambling, and Recreation Industries (713)
SIC: Services-Amusement & Recreation Services (7900)
akta.pro primary industry: Party Games, Activities & Interactive Entertainment (HSACACAJ)

Keywords

LEGO SERIOUS PLAY training
Workshop facilitation services
Professional certification programs
Organizational development training
Team building workshops

Where Smart_Play is headquartered

Location

Headquarters

HQ city: São Paulo
HQ country: Brazil
HQ region: Latin America

Offices1 record

Markets served

Smart_Play business model

Business model

GTM type: B2B and B2C
Offering type: Services
Cost components: Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

Workshop Facilitation Services: Revenue generated from conducting workshops and dynamic sessions for corporate teams and individual professionals on topics including strategy, professional identity, engagement, and creativity.
LEGO SERIOUS PLAY Certification Programs: International certification programs in the LSP methodology offered in Brazil and Portugal, providing training for professionals who want to become certified facilitators.
Training Courses and Offices: Short-format courses on specific topics like professional identity and strategic thinking, delivered as in-person workshops in São Paulo with limited participants (8-10 people per session).

Pricing tiers

Model	Billing	Price
Unit Pricing	One time	Identidade Profissional Workshop - Early Bird
Unit Pricing	One time	Identidade Profissional Workshop - Standard
Unit Pricing	One time	Estratégia Unboxing Workshop - Early Bird
Unit Pricing	One time	Estratégia Unboxing Workshop - Standard

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Smart_Play product offering

Product offering

Core offering

Smart Play delivers certified LEGO SERIOUS PLAY methodology workshops, facilitator certification programs and customized corporate facilitation services for individual professionals and corporate teams in Brazil and Portugal. Its public offerings include workshops on professional identity, strategy, and creativity, as well as informal Café events, while its B2B offering covers corporate workshops, conferences, conventions and remote solutions.

Product overview

Smart Play is a facilitation and training company specializing in the LEGO SERIOUS PLAY methodology for personal and organizational development. The core offering is the LSP Certification program, complemented by specialized workshops including Identidade e Engajamento Profissional, Estratégia Unboxing, and Criatividade Unboxing. The company also offers Café com LEGO SERIOUS PLAY conversation circles and remote/online delivery options. All programs use LEGO brick building as a metaphorical tool for exploration, communication, and problem-solving.

Differentiator

Problem solved

Functional benefit

Products and services

Certificação LSP (LEGO SERIOUS PLAY Certification)

Companies that use Smart_Play

Customer profile

Named customers14 records

Segments5 records

Ideal customer profiles3 records

Smart_Play technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Feature1 record

Smart_Play partnerships and signals

Strategic signal

Partnerships

Two partnerships are on record, tiered core and minor.

Association of Master Trainers (Denmark)coreStrategic or Co-development PartnerOfficial certification partner for LEGO SERIOUS PLAY methodology. Smart Play conducts internationally recognized certification programs under the authority of the Association of Master Trainers, founded by the co-creators of the methodology. Facilitators receive certification valid worldwide through this partnership.
Rasmussen ConsultingminorOthersReferenced in context of LSP certification program, indicating collaborative relationship in professional development space.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Smart_Play competitors and assessment

Company assessment

Broad incumbents

HSM Group: Major Brazilian executive education and content platform serving enterprise L&D buyers. Comparable as a competitor for the same corporate training wallet in Brazil, with a broader content and event portfolio.
London Business School Executive Education: Global executive education provider referenced in Smart Play's lead facilitator's credentials. Comparable as a premium provider of leadership and strategic thinking development that competes for the same senior professional buyer.
LEGO Foundation: Owner of the LEGO SERIOUS PLAY methodology and broader learning-through-play ecosystem. Comparable as the upstream steward of the methodology on which Smart Play's entire offering depends.
SDA Bocconi School of Management: European business school offering custom executive programs. Comparable as a broader incumbent in the European corporate training market where Smart Play is building its Portugal presence.
Roffey Park Institute: UK organizational development institute delivering leadership and management development programs. Comparable as a broader organizational development and learning provider overlapping with Smart Play's corporate workshop offering.
Kaospilot School: Denmark-based experiential learning business school that trains designers, leaders, and entrepreneurs. Comparable as a provider of immersive, facilitation-driven professional development — the same broad category in which Smart Play competes.
Fundação Dom Cabral: Top-ranked Brazilian business school offering custom corporate programs and executive education. Comparable as a competitor for enterprise leadership and organizational development budgets in Brazil.
INSEAD Executive Education: Global executive education provider offering leadership and strategy programs across multiple campuses. Comparable as a premium competitor in the senior-leader development space that Smart Play's Estratégia Unboxing targets.

Others

Association of Master Trainers: Denmark-based certifying body that grants Smart Play its LSP authorization. While not a commercial peer, it sets the rules of competition in the LSP facilitation market and directly governs Smart Play's go-to-market.

Direct peers

Rasmussen Consulting: LSP facilitation and certification consultancy referenced in Smart Play's partnership record. Operates in the same LEGO SERIOUS PLAY methodology space, making it the closest functional comparable for assessment purposes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Smart_Play compliance and trust

Trust signal

Compliance1 record

Smart_Play financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Smart_Play leadership team

Management profile

Number of profiles

Profiles2 records

Smart_Play funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Smart_Play M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Smart_Play

What does Smart_Play do?

Is Smart_Play a public or private company?

Smart_Play is a private company. It is classified as founder individual operated bootstrapped and is currently operating.

When was Smart_Play founded?

Smart_Play was founded in 2018. It employs 1 to 10 people.

Where is Smart_Play based?

Smart_Play is headquartered in São Paulo, Brazil, in the Latin America region.

How does Smart_Play make money?

Three revenue lines are on record. Workshop Facilitation Services are the primary driver. The others are LEGO SERIOUS PLAY Certification Programs and training Courses and Offices.

Who are Smart_Play's main competitors?

Broad incumbents on record are HSM Group, London Business School Executive Education, LEGO Foundation, SDA Bocconi School of Management, Roffey Park Institute, Kaospilot School, Fundação Dom Cabral and INSEAD Executive Education. Association of Master Trainers is listed as an others. Rasmussen Consulting is listed as a direct peer.

Does Smart_Play have an API?

No public API is recorded for Smart_Play.

What industry is Smart_Play in?

Smart_Play's product category is Professional Training and Facilitation Services. Its primary akta.pro industry code is HSACACAJ, Party Games, Activities & Interactive Entertainment. Its NAICS code is 713 and its SIC code is 7900.