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In late 2022, Lucas Bolt, an environmental artist and Lego enthusiast in Amsterdam, dedicated two intense weeks to designing a Lego set commemorating the 50th anniversary of Dungeons & Dragons. This design, part of Lego’s crowdsourcing program called Lego Ideas, was a departure from the usual process as the company provided the concept to the fans for the first time. Bolt’s set was selected as the favorite by fans and was put into production.
Lego Ideas is just one example of companies engaging directly with consumers for product ideas. This trend is becoming more common as companies seek to tap into the preferences of dedicated fans and collectors. By collecting data from consumers, companies can bring products to market faster and reduce excess inventory.
Mattel, for instance, runs crowdfunding campaigns on its Mattel Creations website, tailored to its fan base for Barbie and Hot Wheels. This approach allows the company to gather valuable insights from fans and create products that resonate with them. Similarly, Magic: The Gathering uses a program called Secret Lair to release special cards with custom art, providing valuable feedback from fans.
Overall, the direct-to-consumer model allows companies to gain valuable insights into consumer preferences and trends, leading to more targeted product development. Through programs like Lego Ideas and interactions with inventors, companies like Spin Master and Wizards of the Coast are able to stay ahead of the curve and create products that resonate with their fan bases.
For his work on the Lego set, Bolt will receive a commission on sales and copies of the set for himself. The final set, Red Dragon’s Tale, is now available for purchase and features a playable adventure with a dungeon and a dragon. Despite the high bar for sets to make it to production, only a select number are chosen each year, making them highly sought after by fans.
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