With its continued Cluetrain-driven brand strategy, Lego continues to expand its product offering. Potentially its most audacious offering yet, Lego Universe looks like… it looks like… well, just look. They’re building something big.
Lego Click is an engaging space that allows inventors, fans, anyone to share ideas — specifically intended for new products. To facilitate creative LEGO-like thinking, the company also created a free iPhone app called LEGO Photo that turns your photos into LEGO works of art. Fans can also connect via Facebook and Twitter, where a Tweets using #legoclick are displayed on the community site. @legoclick currently only has just under 400 followers, but the hashtag is getting more use with rave reviews of the new site. LEGO might see more fans and followers if it uses its Facebook and Twitter accounts to post the most interesting Lego Click submissions daily as well as give users creative assignments.
Casey Riggleman agrees with LEGO’s latest offering. “Once again LEGO is genius! My son (who is 6) and I (who is 36) find great delight in building Lego creations. It has always amazed me that this simple block can inspire people across a wide age group so much.
LEGO has done really well with it’s Star Wars and Indiana Jones games (we own all of them). So it’s great to see LEGO actually creating an MMOG. Makes sense to me considering that the majority of the past games under the LEGO umbrella have a World feel to begin with. Plus I have always felt LEGO’s are social (look what I built!). They already have LOTS of buckets (Atlantis, City, Power Miners, etc.) to pull from to make it interesting too.”
The key will be seeing if and when LEGO actually uses any ideas from
the community in future products. But for now, LEGO’s already giving
fans and creators what they desire — the tools to build their
imagination. Are you inspired?
Craig Ritchie
@craigritchie
Sarah Jo Sautter
@pedalprincess
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Legos rule in our house and I, like Craig, love playing with them with my sons. I have read some not so flattering reviews of the Lego video games (we have Star Wars, Indiana Jones, Batman, Rock Band, and Harry Potter on pre-order) saying that they are too violent, etc. When my son is done playing the video game, what’s the first thing he does? He runs right to his room to start building, so it’s pretty genius in my opinion. My only complaint with Lego is the relatively short shelf life of some of the sets. My son jumped on the Harry Potter band wagon a little late and so’s he incredibly bummed out that those sets can’t be had at the local Target. Great article…thanks!
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But for now, LEGO’s already giving fans and creators what they desire — the tools to build their imagination. Are you inspired?
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loved LEGOs — yet, i recognize the other side of Organic which maintains brand promotion and dehumanizing negative technology commercialization. when recognizing the work of multiple artists over the years and the label of ‘renaissance’ that some fools slapped on it — no, fascism and pollution do NOT inspire me. thank you.
@Eric B – As a consumer your shelf life complaint is valid, though I bet that’s exactly what LEGO intends in order to drive demand and keep producing new specialty products.
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