PLM and particularly the thoughts behind Closed-Loop PLM are a complex matter and almost every aspect of an industrial enterprise is affected by it. The real-world complexity and the role of PLM in a company are hard to explain to students, particularly in an abstract university environment. In fact, only few students manage to build a link between the abstract theory and the daily challenges of companies. Linking the reality with commonly accepted theory and new aspects from research requires a model that can showcase how theory works in real world, but is simple enough to be explained in a reasonable amount of time.To achieve this goal in education, a scenario around a product in its eco-system has been created. Physically, it is built on very common and easy to use technologies (Lego, Arduino, 3D printed parts). Yet, all relevant organizational aspects, processes, and IT tools are present as in a modern, up-to-date company (ERP, PLM, Configurator, CAD, etc.). This allows to understand the different aspects of PLM based on a hands-on example. For instance, it is possible to explain and experience the impact of an assemble-to-order strategy on engineering, the sales department, service, and the assembly line, by actually doing it.This paper discusses a novel approach in the education of PLM that addresses students, but also people from industry. Eventually, the educational model also serves as a platform to discuss real world problems with industry and discuss and test new approaches (digitization, industry 4.0) and their impact along the lifecycle of their product.