Lulu Lab is an award-winning Game Studio

Matilde Juul


Matilde’s role is Graphic Design.


Previously worked for a digital design bureau and a publishing house creating non-fiction and E-learning to primary schools.

Bachelor in Visual Communication from the School of Visual Communication.

Sally Gregersen


Sally’s role is Partnerships & Innovation.


Background in corporate innovation and tech partnerships. Has worked abroad in Mexico and India, and is an active Alumni in Ashoka ChangemakerXchange — a global community for social entrepreneurs.

Master’s in Organisational Innovation & Entrepreneurship from CBS.

Our Story

Our happy, little start-up family met at the hackathon #Hack4Girls that took place in Copenhagen on November 2017. This eye-opening 36-hour event was organized by UNFPA, Maternity Foundation, Atea Future Growth, Microsoft, Save the Children, Whywoman, Red Cross and the Ministry of Foreign Affairs of Denmark to support refugee girls and women. The challenge was to come up with a tech-based solution to educate refugee girls and young women in Sub-Saharan Africa on sexual and reproductive health and rights (SRHR). We quickly discovered that the need for an innovative solution is huge. Not only in Sub-Saharan Africa but also way beyond the African continent. At the time, we decided to make a game because we think learning should be fun! Our solution offers a fun, visual and simple learning game that ticks the various boxes set by the #Hack4Girls jury to ensure a high-quality, viable and feasible solution. 

Because of the great interest from the organizers of the event and various NGO’s, our game-team decided to use our passion for techvelopment to continue developing our idea. A few weeks after #Hack4Girls, we enrolled in the Proof of Concept-program at Copenhagen School of Entrepreneurship and started working on the first prototype of our game. Having already established contacts and good relations with organisations working in Kenya, we decided to choose this beautiful country as our destination for the initial user tests. What a journey that was! Sunny weather, warm sand, giraffe kisses, fields of zebras and last but not least - lots of welcoming, happy faces met us across Kenya while we were testing our game-levels on pregnancy and contraception. We received great, honest feedback from many girls and boys from various backgrounds in both rural, urban and slum areas of Kenya. This made us a lot wiser on how we can meet the educational needs of the youth in Africa. We are very thankful for Riziki Kenya, Periamma and Help Mission Development Services who welcomed our user tests and co-creation into their classrooms - without you, we would not have been able to continue our journey! 


Beyond testing in Kenya, our team was invited to present our prototype and first results at the Techvelopment Roundtable organized by UN Women, Danish Ministry of Foreign Affairs and Maternity Foundation. The event, held in March 2018 in Addis Ababa, Ethiopia, afforded us an amazing day of testing our app with Ethiopian girls from various backgrounds. We co-created content, visuals and ideas for other game-levels with the girls - and of course, we had the amazing opportunity to present our work and participate in the roundtable discussion on how we can bring the techvelopment agenda into action. The Roundtable was hosted by the Embassy of Denmark in Ethiopia, UN Women, ITU, Yazmi and Maternity Foundation, and well attended by tech start-ups, NGO’s, Ethiopian government representatives and the African Union. 


From our experiences in East and West Africa, we learned how both boys and girls, as well as their communities, can truly benefit from using our digital tools for empowerment. This brought Lulu Lab to life - an impact start-up founded by Sally and Matilde. What makes us different from everyone else? With our edtech games, the future of the user is in their hands!


The Team

Fernanda Ibañez

Partnership Associate at Lulu Lab

From Buenos Ares, Argentina

MSc in Social Communications Science at University of Buenos Aires 

Background in digital marketing, media planning and content creation in international agencies.

She thinks Overcooked should be a sport.

Frans Larsen

Game Developer & Game Designer at Lulu Lab

From Korsør, Denmark

MSc in Games Technology at IT University, Copenhagen

Previously worked with SysOps, UI, and UX. Several years of Game Development experience.

Huge fan of mechanical/analog technology. Also, love Film Photography.

Elisa Laderchi

Communications at Lulu Lab

From Bagnara di Romagna, Italy

Currently studying at CBS, MSc in Brand and Communication Management

Background in organization of social events for students.

Love cooking, especially cakes and desserts (but also like eating them).

Advisory Board

Morten Schioldan


Cloud Solution Architect Manager, Microsoft

Modern tech leader with +20 years of experience driving customer success, and helping agile teams to build great solutions based on Microsoft Cloud.

My values drive how I work. Honesty, integrity and accountability. Creativity

Anna-Maria Mosekilde


Self-employed Independent Consultant specialized in Gender, and Social Change.

Anna-Maria has worked with democratic reform and conflict resolution through outreach to women and children.

Experience in developing and implementing programs addressing empowerment of vulnerable groups and integrating Gender mainstreaming and the Human Rights-based Approach as strategies for empowerment and change.

Masters degree in Middle East Studies for context analysis and a Masters in Public Administration for programmatic response.

Sara Andersson

Designer, strategist and owner of THISFUTURE

13 years of experience from design and innovation consultancies.

Sara has worked with a wide range of multinationals, SME’s, startups and public organisations in projects spanning physical products, digital solutions and services.

Co-creation, qualitative design research, design strategy and futures thinking are some of her key approaches to designing tangible solutions for UN's Sustainable Development Goals.

She divides her time between hands-on design projects and education, sharing her experience and approach through teaching, workshops and talks.

Medine Duvarci  

Co-founder at Cultor Studio and Manager, Communications & Sustainability at Better Energy

For the past 6 years, Medine has worked with communications, campaigns, Sustainable Development Goals at Sustainia, Mandag Morgen, Lendager Group, Nyt Europa and Verdens Bedste Nyheder.

Certified Climate Reality Leader.

Casper Mathiesen

Design consultant and founder of MakePlay

Originally a kindergarten teacher, but transitioned into computer games design, advertising, PR, event marketing, experience designer, business designer and lately play designer. And has partly been designing experiences and products for kids for more than 20 years.

Also co-founder and board member of Designing for Children’s Rights Association and partner in toy company MODU apps.

Besides this Casper owns and run a small design studio called MakePlay.