I genuinally find Lego a really interesting case study of a company sucessfully evolving in the modern business environment. Not only did they create a brilliant toy all those years ago, based on the simply and worthwhile principles of enjoyment through learning (It's name coming from the Danish phrase leg godt, which means "play well"), but they have genuinely seemed to thrive with the on set of the digital ecosystem and not die as so many might have expected,or indeed as so many old world toys have done.
Firstly, they created the Legofactory.com which is a brilliant example of creating platforms for inspiration to engage and enthuse the most influential consumers "Creators". Not only does this collaborative approach ensure that they can deploy great WORM, but more significantly it places Lego's NPD firmly in the hands of the consumer. Leading to the possibility that one day Lego will effectively be outsourcing its NPD to the consumer! Another case of democratisation of creativity? Me thinks so!
If that wasn't enough (and apologies for those already aware, but I've only just come across this) Lego is now a media company apparently! Taking the indomitable Lego characters and recreating memorable TV /film moments with a decisively Lego twist!
And to boot, the unmistakably friendly appeal of Lego means that consumers feel empowered to have a go themselves to......
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