Marketing in a Digital World by Professor Aric Rindfleisch
LEGO Ideas Exercise
LEGO Ideas Exo Suit
Purpose To gain a deeper understanding how firms can successfully leverage co--� creation through digital platforms.
Background LEGO was established in Denmark in 1949. Since that time, it has sold its toy bricks to over a billion people. And nearly all of them have probably used these bricks to make their own creations. Thus, there is a lot of untapped creative potential that could be captured and used to create new product offerings. This is exactly what the Lego Ideas initiative is designed to do.
This initiative began (under the name LEGO CUUSOO) in Japan in 2008. LEGO Ideas was officially launched in April 2014 and allows fans to submit ideas for new LEGO creations. Every month, hundreds of ideas are submitted and displayed on this platform. Community members can vote to support these ideas. If an idea gets 10,000 supporters, it will be officially reviewed by the LEGO team for possible development as a new product. If it is selected, the developer will receive 1% of the revenue and also have their name recognized. Lego launches around 10 of these co-created ideas each year. Thus, this platform plays a substantial role in its new product development strategy.