Lego co-creates crowd favorites on a global scale
Since inception, LEGO has embodied the values and virtues of creativity and innovation. In 2012, the legendary toy brand approached Chaordix to power its global open innovation community. LEGO Ideas brings together passionate fans and creators from around the world to imagine, iterate, and evaluate ideas for new LEGO kits. Fast forward a few years and the community has skyrocketed to over 875,000 members who have submitted over 20,000 new kit concepts. LEGO has taken 19 community co-created kits to market – most often to immediate sell-outs due to the overwhelming demand from the community members.
From the Beatles’ Yellow Submarine to the Women of NASA, LEGO Ideas provides a text-book example of effective customer co-creation and open innovation.