D. Jacobs from the University of St. Gallen finished their 2-year research project on embodied metaphors, which elaborated on LEGO Serious Play action research at BASF and UNICEF. The webatelier.net Lab of the Università della Svizzera italiana (University of Lugano, Switzerland) has further developed the methodology, releasing in 2011 URL (User Requirements with LEGO) under the Creative Commons licence. Since 2014, Alison James from the University of Winchester and her research team have researched the use of LEGO Serious Play in various tertiary educational institutions. Research on LEGO Serious Play methodology continues at various academic institutions. See the expanding list of publications below. Critique LEGO Serious Play facilitators have vested business interests in promoting the use of the method. Therefore, most available case studies focus on success stories. No comparative studies using control groups have measured the effect and usefulness of LEGO Serious Play methodology in comparison with conventional workshops. Some authors are critical of LEGO Serious Play methodology. Journalist Dan Lyons has suggested that LEGO Serious Play is merely toy therapy, which is useless, on par with New Age psychology. He suggests: "Lego workshops are just one example of the nonsense that is creeping into the workplace. ... The problem isn’t just that these exercises are pointless and silly. For a lot of people, this stuff can be really stressful. For older workers — say, people over 50 — these workshops compound the fear they already have about being pushed out of their jobs. But younger workers hate them too. “It feels like you’ve joined a cult,” says a thirtysomething software programmer whose department spent a day doing a LEGO workshop. “The purpose seems to be to indoctrinate people to follow orders.”" Publications Beltrami G., 2017, LEGO SERIOUS PLAY: pensare con le mani, Franco Angeli Blair, S, 2020, 'Mastering the LEGO Serious Play Method: 44 Facilitation Techniques for Trained Lego Serious Play Facilitators.' ProMeet, London () Blair, S, 2020, 'How to Facilitate the LEGO Serious Play Method Online.’ ProMeet, London () Blair, S., Rillo M, 2016, 'Serious Work: How to Facilitate Lego Serious Play Meetings and Workshops.' ProMeet, London (). Bürgi, P., and J. Roos, 2003, 'Images of Strategy,' European Management Journal, 2003, 21(1): 69–78. Bürgi, P., and Jacobs, C., and J. Roos, 2005, 'From Metaphor to Practice in the Crafting of Strategy,' Journal of Management Inquiry, 14(1): 78–94. Frick, E., S. Tardini, and L. Cantoni, 2014, 'LEGO SERIOUS