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How Lego's Great Adventure In Geek-Sourcing Snapped Into Place And Boosted The Brand

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Summary Cuusoo invites users to submit--and vote for--ideas for new Lego sets. When an idea crosses the 10,000-vote threshold, it gets a formal internal review and a shot at production. If produced, the creator of the project will receive a 1% royalty on the net revenue from the set, not to mention serious bragging rights at the next BrickCon. The first Cuusoo project hit Japanese shelves almost a year ago--a limited-edition version of the Japanese deep sea submersible, the Shinkai 6500. The second, a Japanese asteroid reconnaissance spacecraft called the Hayabusa, is scheduled for release on March 2nd.
Description From the outside these may almost look like two different companies at work: Industry Leader Lego is a blockbuster machine, with Friends, Star Wars, and Lord of the Rings. Meanwhile "Quirky Startup Lego" expands the public’s notions of the brand with ReBrick, Architecture, Life of George, and Cuusoo. At the core though, they’re both motivated by the same two things; first, encouraging play and creative expression by as many people, in as many ways, as possible.
Tags: Crowdsourcing, Cuusoo project, Hayabusa, Lego, Life of George, Minecraft, ReBrick
Jayne Ann Posted by Jayne Ann
Feb 03, 2012 08:38 am GMT Viewed 815 times
Author: MATTHEW KRONSBERG Source
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