LEGO innovates by strategically engaging directly with its consumers through platforms like LEGO Ideas, leveraging Information Technology to enhance its core value proposition, and offering educational opportunities and entertainment value to its audience.
Key Innovation Strategies at LEGO
Innovation is central to LEGO's continued success in the toy industry. Their approach integrates technology, direct consumer interaction, and a focus on providing enriching experiences.
Consumer Engagement Through Crowdsourcing
A significant way LEGO innovates is by engaging directly with the consumer. Through platforms such as LEGO Ideas, the company taps into the creativity of its global fanbase. This model, typical of many commercial crowdsourcing projects, allows fans to submit ideas for new LEGO sets. Ideas that gain enough support from the community can be reviewed and potentially turned into official products.
This direct engagement not only sources new product concepts but also builds a strong community connection. As highlighted, LEGO achieves this by offering kids and teens educational opportunities as well as entertainment value. The process of designing and submitting ideas through LEGO Ideas encourages creativity, problem-solving, and digital literacy, providing valuable learning experiences alongside the fun of playing with LEGO bricks.
Leveraging Information Technology
Information Technology plays a crucial role in supporting LEGO's innovation efforts. IT is used to enhance the core value proposition of the business. This includes:
- Powering Platforms: IT underpins platforms like LEGO Ideas, facilitating idea submission, voting, and community interaction.
- Digital Experiences: Developing digital extensions of the LEGO universe, such as video games, apps, and online building instructions.
- Supply Chain and Design: Optimizing design processes, manufacturing, and distribution using advanced software and data analytics.
- Consumer Data: Using technology to gather insights into consumer preferences and trends, informing future product development.
By integrating IT throughout its operations and consumer interactions, LEGO ensures that its product offerings remain relevant, engaging, and aligned with customer desires, reinforcing its position as a leader in creative play.
Through these methods – direct consumer co-creation, strategic use of technology, and a focus on delivering educational and entertainment value – LEGO continuously evolves and brings fresh, exciting products to market.
