Rather than concealing its new innovations inside its Creative Play Lab, the LEGO Group today announced a new strategic approach that will help foster open innovation and test ideas and concept experiences through pilot projects, the first being LEGO FORMA on Indiegogo.
A series of pilots are being planned to run in various locations and formats over the coming year to float new ideas, crowdsource others, and receive real-time feedback from consumers to evaluate whether concepts should be developed and scaled.
Over time, this more transparent approach to product development is hoped to de-risk and accelerate innovation by validating and iterating new ideas, helping to fast-track the time that new products go to market and not least to pave way for unique product launches that sit outside normal procedures and reach new audiences.
The first of these pilots is a collaboration with Indiegogo Enterprise, where an entirely new product, LEGO FORMA, will be tested among a 10 million strong community of early adopters, entrepreneurs, makers and creatives on Indiegogo’s online platform.
The fertile ground of Indiegogo Enterprise will be used to provide real-time insights and real-world validation of LEGO FORMA, which is a model based on the LEGO Technic building system designed for adults looking for creative activities. Inspired by nature, LEGO FORMA aspires to be a new theme where you can customize with different ‘skins’ – foil sheets – to create artistic interpretations of plants and animals.
The product launches with one model of a fish with a variety of skins available, so it can change color, species and even take on entirely new forms, unleashing the creativity of the maker. The model takes a couple of hours to complete and helps adults reconnect with their innate urge to be creative and encourages us all to prioritize recreational time.
Created as a limited short-run batch only, the pilot is primarily designed to learn whether there is an appetite and market for the product, more so than driving revenue.
Visit HERE for more info.