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Celebrating 10 Years of Crowdsourcing and Co-creation with LEGO® Fans


LEGO® Ideas – originally started as a playful experiment – has evolved into a global phenomenon of crowdsourcing user-driven innovation from LEGO adult fans

It all started in 2008, through a partnership with Cuusoo System in Japan, as an opportunity to make LEGO fans’ ideas reality. Fast forward to today, LEGO Ideas has grown into a crowdsourcing platform with over 1 million LEGO fans churning ideas, co-creating and showcasing the creative potential of the iconic LEGO brick.

In the platform’s 10 years of existence, LEGO adult fans all over the world have submitted over 26,000 ideas for the new LEGO products and 23 LEGO Ideas sets were launched.

Julia Goldin, Chief Marketing Officer, said:
“LEGO Ideas truly demonstrates the power of our fan community. During the past 10 years our fans have come up with the most incredible ideas, which have become beloved sets. These creations show us again and again that with LEGO bricks you can build anything you imagine. I would like to thank everyone who has contributed in making the LEGO Ideas platform what it is today. It is a fantastic, supportive and creative global community and I look forward to many more years of great ideas.”


Celebrating the creativity and talent of our adult fans
We value the imagination and creativity that our adult fan community demonstrates every day. Through LEGO Ideas platform, fans have a unique opportunity to influence and co-create future LEGO products, and some of the latest LEGO Ideas products include the LEGO Ideas Pop-Up Book, LEGO Ideas Voltron, LEGO Ideas TRON: Legacy and many more.

Daiva Staneikaite Naldal, Head of LEGO Ideas, said:
“Over the years we’ve realized that our fan communities are extremely eager and energized to share their creations and try to make them become reality. I am very excited that in ten years we have managed to grow this global community to over 1 million members. LEGO Ideas carries a strong testimony that the collective opinion of this creative crowd can not only identify great products, but also yield authentic and engaging stories about people and their passions.”


A stage for LEGO adult fans to shine
This year, we expanded the LEGO Ideas experience by launching cool contests where fans can submit creations and animations, and the best ones are shared and celebrated across LEGO social media channels.

“Seeing so much passion and creativity is magical. From the big to the small, the constantly fresh and innovative ideas and content our adult fans submit never ceases to amaze us. We will continue to evolve the platform to match our adult fans’ unparalleled creative potential,” said Daiva.  

Key highlights:

  1. 10 years of crowdsourcing and co-creation with LEGO fans
  2. +1 million members
  3. +26,000 product ideas submitted
  4. +166 ideas with 10,000 supporters
  5. 23 official LEGO sets 

About LEGO® Ideas
LEGO Ideas ( is an open innovation community where LEGO fans (age +13) can submit their own ideas for new LEGO products, and vote for other members’ ideas. Members collect votes for their ideas online, and ideas that receive 10,000 votes have a chance of being selected to become part of the LEGO Group’s product portfolio. To date, 23 products have been released via the platform (LEGO Ideas + LEGO CUUSOO).

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