Category Archives: LEGO

Celebrating LEGO fan creations on newly launched Rebrick.com

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Image credit: Mike Doyle

Mid-December saw the launch of a long-awaited new addition to how we at the LEGO Group collaborate with our amazing fan community. Rebrick.com is the name of a fantastic new site that aggregates all the wonderful LEGO fan creations in one place, making what is often hard to find visible to all and directing traffic back to all the places where amazing LEGO creations are posted.

The site’s raison d’être is to help bookmark all the creations made out of LEGO bricks, whether it is YouTube movies, LEGO models of Large Hadron colliders or classroom content. While we don’t often launch work in progress – the Rebrick.com site is in fact in Beta and what that means is we really want to hear your comments and suggestions to improving the site, just as much as we want to you to use it, populate it with the awesome things you find and create. The Rebrick site is our way of celebrating all the amazing creativity displayed by our fans and giving something back to all who love LEGO bricks and the system for what is.. something more than a toy – it is a creative medium!

Consumer Driven part II: Using technology to fuel real time feedback and innovation

This most recent paper on creating a real-time feedback loop to enable the truly consumer driven company is a follow-on to the previous paper I shared this blog on consumer driven innovation. It explains the challenge of getting closer to what people want, and how technology can help in creating a consumer-focused process for continuous improvement of the things that matter most to people. I mention the Net Promoter Score, and how we at the LEGO Group are increasingly moving towards a ‘live’ environment where we want to learn from what consumers think in real-time wherever possible. I further delve into some interesting research by McKinsey on how the consumer decision journey is changing in the advent of social media and lastly, the kind of internal leadership required to make a consistent focus on consumer experience a priority. Hope you enjoy it and of course, curious to hear any comments!

Both my papers are made available on a creative commons license so you are free to read, distribute, modify as long as you give credit appropriately, share alike and resist the temptation to charge people for your handiwork.

Download the paper here:Using technology to drive strategic improvement in consumer experience.pdf

LEGO® Minecraft reaches 10,000 votes on LEGO® Cuusoo open innovation platform

Some of you are already familiar with the LEGO® Cuusoo platform. Cuusoo is Japanese and stands for the words ‘I wish..’. It is also the name of the platform the LEGO Group use to invite the community of LEGO fans to suggest models the company should produce. Get 10,000 votes and we will explore putting your wish into production. The latest thing to hit Cuusoo are some excellent models suggested for LEGO® Minecraft, a game too many have got hooked to and which the creator describes as heavily inspired by his passion for all things LEGO. Check it out.

Make your LEGO wish come true

Originally a site in Japanese only, Cuusoo means “wish” in Japanese and the name of a great concept for crowdsourcing product ideas. The site is a veritable treasure trove of ideas suggested by users, where others vote on the ideas by committing to buying it should the product get produced.

The LEGO Group has collaborated with Elephant design, the originators of the Cuusoo idea since 2010 to explore how new LEGO product ideas could be crowd-sourced by users making a ‘wish’. Here your mission is to come up with a great product idea and find 10,000 people who also think it’s a great idea. The wonderful Shinkai 6500 submersible is one of the fantastic products that have already come out of this collaboration. Now the site is launching internationally and we hope that an even bigger audience of fans and designers out there will come forward with great ideas of what LEGO designers should be making. Check out the site here.

Transforming the LEGO Group

A great interview this morning with our CEO Jorgen Vig Knudstorp elaborates on something frequently misunderstood – the difference between a turnaround and transformation. He explains the profound changes that the LEGO Group have undergone since its days of crisis in early 2000 and what it took to get there, yes – you guessed it, our fans and consumers are at the heart of it.