Lego’s Customer Co-Creation Strategy

Lego, the iconic Danish toy company, has been a household name for decades. What sets Lego apart in the competitive toy industry is not just the quality of its products, but its innovative approach to customer engagement, particularly through its customer co-creation strategy. By inviting customers to actively participate in the creation of new products, Lego has built a powerful brand community and ensured its relevance across generations.

This article delves into Lego’s customer co-creation strategy, exploring how it has helped the company remain a leader in the toy industry while fostering a deep connection with its customers.

The Foundation of Co-Creation: Lego Ideas

Lego’s customer co-creation journey began in earnest with the launch of the Lego Ideas platform in 2008. This online platform allows Lego enthusiasts to submit their own designs for new Lego sets. The process is simple: users submit their ideas, and if a project receives 10,000 votes from the community, it enters a review stage. If approved by Lego, the design is turned into an official Lego set, with the original designer receiving a share of the profits.

Lego Ideas has been a game-changer for the brand. Not only has it allowed Lego to tap into the creativity of its fan base, but it has also empowered customers to feel like they are part of the brand’s evolution. Some of the most popular Lego sets, such as the NASA Apollo Saturn V and the Friends Central Perk set, were born from this co-creation process, showcasing the power of collective creativity.

Building a Community of Creators

Lego’s co-creation strategy is not just about product development; it’s about building a community. By giving customers a platform to share their ideas and collaborate with others, Lego has cultivated a loyal and engaged fan base. This community aspect is crucial to Lego’s brand identity, as it fosters a sense of belonging and shared purpose among Lego enthusiasts.

Example: The Lego Ambassador Network is another initiative that strengthens this community. It connects passionate Lego fans around the world, allowing them to collaborate, share ideas, and even participate in exclusive events. This network not only enhances customer loyalty but also provides Lego with valuable insights into what their most dedicated customers want.

Leveraging Digital Platforms

Lego’s co-creation strategy has been amplified by its savvy use of digital platforms. In addition to Lego Ideas, the brand has utilized social media, apps, and online games to engage with customers in creative ways. These platforms allow Lego to reach a broader audience and make the co-creation process more accessible to fans of all ages.

Example: The Lego Life app is a safe, moderated social network where kids can share their Lego creations, participate in challenges, and interact with other Lego fans. This digital platform not only nurtures creativity but also introduces younger audiences to the concept of co-creation, ensuring that Lego’s customer base continues to grow.

The Business Impact of Co-Creation

Lego’s co-creation strategy has had a significant impact on its business. By involving customers in the product development process, Lego has been able to create products that resonate deeply with its audience. This customer-centric approach has led to the development of highly successful products that might not have emerged from traditional R&D processes.

Furthermore, co-creation has enhanced Lego’s brand image, positioning it as a forward-thinking, inclusive company that values its customers’ input. This positive brand perception has translated into increased customer loyalty and, ultimately, higher sales.

Challenges and Considerations

While Lego’s co-creation strategy has been largely successful, it does come with challenges. Managing a global community of contributors requires careful moderation to ensure that submissions align with the brand’s values and quality standards. Additionally, balancing customer input with the company’s creative direction can be tricky; not every idea, no matter how popular, is feasible or aligns with Lego’s long-term strategy.

However, Lego has navigated these challenges by maintaining clear guidelines for submissions and by ensuring that the final product remains true to the brand’s core values.

Conclusion

Lego’s customer co-creation strategy is a testament to the power of collaboration and community. By inviting customers to participate in the creative process, Lego has not only produced innovative and popular products but has also built a deeply loyal and engaged fan base. In a world where customer engagement is more important than ever, Lego’s approach offers valuable lessons for brands looking to foster stronger connections with their audiences.

As Lego continues to evolve, its commitment to co-creation will undoubtedly remain a key pillar of its success, proving that when customers are empowered to help shape the brand, the results can be truly extraordinary.