To say Chaordix was anything less than ecstatic to work with an iconic brand like LEGO would be an understatement. Our relationship with LEGO runs deep - it's one of our longest-lasting and most successful communities and collaborations.
The global brand approached Chaordix to power its open innovation community, bringing passionate fans and creators from around the world together - to work towards ideas for new LEGO kits. Fast forward a few years and the community has sky rocketed to over 800,000 members, with 19 kits (co-created by LEGO Ideas' members) having been released to date - most often to immediate sell-outs due to the overwhelming demand of the community members.
From The Beatles' Yellow Submarine to the Women of NASA, the ingenuity and community support of LEGO Ideas remains a text-book example of customer co-creation and open innovation at its finest.
LEGO has always embodied the same values and virtues of Chaordix, including creativity and innovation. As such, LEGO approached Chaordix to develop a solution that would enable the company to engage a global fan-base and to co-create new products, shorten its time to market, and generate immediate product demand.
LEGO partnered with Chaordix to create a platform where anyone can create and upload a new LEGO kit design. Any idea that receives 10,000 supports in 12 months is reviewed by LEGO’s production and legal team for feasibility. Each year, several kit ideas are selected and taken to market.
Reduced time to market for new LEGO kits from 2 years to 6 months. In total, 19 new LEGO kits have been developed from the Ideas community, in 4.5 years. All were best sellers, with 90% selling out in their first release.