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lego

VIEWS: 28 PAGES: 26

									Innovation Brick by Brick




CED - LT
                          Innovation is about
                          Bringing Ideas to Life!




Business plan 2006-2008                             2006-MAY-16 / Page 2
                  The LEGO Brand is about Systematic Creativity




         System:                                                        Creativity:
         •Logic,                                                        •Self expression
         •Discipline,                                                   •Independence,
         •Authority                                                     •Freedom
         •Left brain                                                    •Right brain
         •Convergent thinking                                           •Divergent thinking
         •Experimentation                                               • Idea generation




                          The LEGO Brand inspires the Builders of Tomorrow!
Business plan 2006-2008                                                               2006-MAY-16 / Page 3
                  3 levels of consumer involvement


   Level 1: Understanding

   Understanding the consumer, their
   needs and drives as well as their
   context




                                       Level 2: Involvement

                                       Directly involve consumers in
                                       product development and
                                       innovation




                                                                       Level 3: Empowering

                                                                       Provide platforms to enable to
                                                                       consumer to design their own
                                                                       products and experiences

                                                                       -Implementation of ideas


Business plan 2006-2008                                                                           2006-MAY-16 / Page 4
                                 How to get to the Understanding

                          What is fun for the 5-12 year old boy, and how can LEGO be better at
                                                serving his needs for fun?:

                    Research focus:                               Research deliverables:




            •      Be the Kid                                 •   9000 pictures taken
                   – Participatory observation
                                                              •   360 hours of videos of kids
            •      Know the Shopper
                   - Observation & desk research              •   Reports from 12 countries
            •      Find the Forces
                                                              •   20+ presentations
                   – Context research
            •      Find the Fun                               •   80 fun experiences analyzed
                   – Ethnographic research
                                                              •   3000 pages of field notes
            •      Map the Industry
                   – Innovation diagnostics                   •   Stories of 90 kids
            •      Find the Stories
                   – Context research


Business plan 2006-2008                                                                          2006-MAY-16 / Page 5
Business plan 2006-2008   2006-MAY-16 / Page 6
                  The LEGO Community – LEGO Fans & Lead Users


          • LEGO Club members
          • Kids Inner Circle

          • AFOL’s
          • LUG’s

          • LEGO Ambassadors
            (29 in 13 countries)
          • LEGO Certified
            Professionals (6)
          • LUP’s
            (50)

Business plan 2006-2008                                         2006-MAY-16 / Page 7
                              Communities Created by fans
                          (examples from the tip of the iceberg)




Business plan 2006-2008                                            2006-MAY-16 / Page 8
                          Conventions they organize




Business plan 2006-2008                               2006-MAY-16 / Page 9
                   Some users have become Certified Professionals




 Sean Kenny


Business plan 2006-2008                                             2006-MAY-16 / Page 10
                  LEGO Fans are creative & innovative

             Moonbase                    SNOT – Studs Not On Top
                                         1       2       3



                                             4       5



                                             6       7




             BrickFilms                  LDraw




                                                             Source: Yun Mi Antorini

Business plan 2006-2008                                          2006-MAY-16 / Page 11
                  3 levels of consumer involvement




                                     Level 2: Involvement

                                     Directly involve consumers in
                                     product development and
                                     innovation




Business plan 2006-2008                                              2006-MAY-16 / Page 12
                   1998 – launch of LEGO Mindstorms


              LEGO MINDSTORMS revolutionized the consumer robotics experience in
              1998 and jumpstarted a category that today is growing faster than ever.

                                                   To date, Robotics Invention System
                                                   is the best selling product ever in
                                                   the history of LEGO Company
                                                   (measured by revenue)



                                                   Within days of the release the
                                                   RCX was reverse
                                                   engineered by the community.

                                                   We decided to open up the
                     RCX – the intelligent brick   source code for the FW
                                                   despite strong concerns from
                                                   the legal dept.


Business plan 2006-2008                                                                  2006-MAY-16 / Page 13
                 lead users kept it alive 2002 - 2006!

                                              Strong Communities
                                              The adult MINDSTORMS community
                                              has created a number of alternative
                                              programming environments and
                                              written more than 40 books
                                              about MINDSTORMS.


                                              From the pilot in 1998 with 2000 kids in
                                              7 states.
                                              FIRST LEGO League Program
                                              will in 2007 have app. 100.000 children
                                              participating - from close to 40
                                              countries.

                                              They will be supported by more than
                                              35,000 adult volunteers.

                                               All participants in FLL use LEGO MINDSTORMS
Business plan 2006-2008                                                           2006-MAY-16 / Page 14
                Involving the MUPS




                     Phase 1: MUP    Phase 2: MUP II   Phase 3: MDP
                     •January 2005   •November 2005    •March 1st 2006
                     •4 key users    •11 key users     •11 key users
                                                       •100 out of 9600 developers -



Business plan 2006-2008                                                                2006-MAY-16 / Page 15
                    Opening our doors – April 2005




                                                     First PCB prototype




         Element assortment




Business plan 2006-2008                                      2006-MAY-16 / Page 16
               Becoming a team – August 2005




                                                             MUP Quote:
                                                             “I did it because it was
                                                             the LEGO Company.
                                                             I would not do it for
                                                             another company.
                                                              … an honor to be asked”

                                                                          John Barnes

            MUP: Steve, John, David, Ralph LEGO: Søren,
            First
            Paal physical meeting with all four MUP’s Washington DC August 2005




Business plan 2006-2008                                                           2006-MAY-16 / Page 17
                  The final product - 2006



                                         Hardware developer Kit



                                         Software developer Kit



                                         Firmware developer Kit



                                         Bluetooth developer Kit



                                             User in control




Business plan 2006-2008                                            2006-MAY-16 / Page 18
                  3 levels of consumer involvement




                                                     Level 3: Empowering

                                                     Provide platforms to enable to
                                                     consumer to design their own
                                                     products and experiences

                                                     -Implementation of ideas


Business plan 2006-2008                                                         2006-MAY-16 / Page 19
                  The LEGO Factory Experience




Business plan 2006-2008                         2006-MAY-16 / Page 20
Business plan 2006-2008   2006-MAY-16 / Page 21
                  ”Co-Creation” by fans


          •      Eric Brok’s ”Market Street”
                    –     Developed and designed by Erik
                          Brok

                    –     “Market Street is a great example of the
                          design-it-yourself vision of LEGO Factory.
                          Designing it gave me the chance, as a huge
                          LEGO fan, to create something that I really
                          liked. My task was to design a set that would
                          be a fun addition to Café Corner (10182),
                          and I was given a lot of freedom to come up
                          with exciting ideas”



                    –     Quality control by the LEGO Group




Business plan 2006-2008                                                   2006-MAY-16 / Page 22
architecture
                  The vision




           “To create a virtual platform, which
           enables all fans to create their very
           own LEGO world with their own
           models, own rules and own games.




Business plan 2006-2008                            2006-MAY-16 / Page 24
Business plan 2006-2008   2006-MAY-16 / Page 25
                  The LEGO Brand is really about Innovation!




         System:                                                        Creativity:
         •Logic,                                                        •Self expression
         •Discipline,                                                   •Independence,
         •Authority                                                     •Freedom
         •Left brain                                                    •Right brain
         •Convergent thinking                                           •Divergent thinking
         •Experimentation                                               • Idea generation




                          The LEGO Brand inspires the Builders of Tomorrow!
Business plan 2006-2008                                                              2006-MAY-16 / Page 26

								
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