LEGO has been trying their hand at crowdsourcing, first with the Bricklink collaboration and now with LEGO Forma on Indigogo.
LEGO Forma is best described as a mixed-media theme that incorporates interchangeable decorative skins that is placed over a LEGO Technic skeletal mechanism.
The LEGO Technic endoskeleton is able to mimic the fish’s wavelike movement through a series of gears and axels which reminds me of the builds that JK Bricksworks is noted for.
LEGO did try something similar in 2009 with the LEGO Muji line of products. They had paper craft mixed with LEGO bricks that allowed you construct paper animals.
You’re able to back the project through ‘perks’ on the website which range from USD$45 which nets you the LEGO Technic frame and one decorative skin, to USD$88 which includes all four skins.
The starter set consists of 294 pcs which also includes the first fish skin and you can ‘buy’ additional skins for USD$15. This project is expected to ship by January 2019.
It is only shipping to the United States and the United Kingdom at the moment so do take note if you’re interested in backing LEGO’s Indigogo project.
I’m intrigued about this new concept and at the very least, it is a chance to own a LEGO set that bricks the mould.
LEGO® CREATIVE PLAY LAB TAKES PILOT PROJECT
TO INDIEGOGO FOR OPEN INNOVATION
The LEGO Group embraces open innovation as it looks to test the new
LEGO® FORMA product and build other play experiences via pilots.
September 27, Billund – 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.
Tom Donaldson, Vice President of LEGO Creative Play Lab, says: “Continuing to push our innovation approach means nurturing ideas that we don’t always know the outcome of, encouraging risk-taking and finding new exiting ways to launch products that are a bit different compared to what you would normally see from the LEGO Group. Pilots such as LEGO FORMA with Indiegogo open up an engaged and creative community that we can take inspiration from, and vice versa.”
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 customise with different ‘skins’ – foil sheets – to create artistic interpretations of plants and animals.
Kari Vinther, Senior Marketing Manager and Head of Creative Play Lab Pilots Says: “LEGO FORMA is more of a creative project than a toy, and more about display than play. The young adults we speak to tell us they still feel the urge to be creative and enjoy the physical experience of making stuff – but life seems to get in the way. We want to help them rediscover the joy of building that children possess and unleash their imaginations for a couple of hours. We can’t wait to hear what people think and look forward to sharing some of the decisions that will be made along the journey based on consumer input.”
The product launches with one model of a fish with a variety of skins available, so it can change colour, 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 prioritise 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.
Natasha Raja, VP of Marketing at Indiegogo adds: “Our platform brings some of the most efficient techniques used for startup research and open innovation to companies like the LEGO Group, who through our collaboration will be able to iterate and validate product offerings in real-time, with real users and real transactions.
Visit the page here: https://www.indiegogo.com/at/forma.
LEGO® FORMA Fun facts:
Indiegogo was created to empower people to unite around the innovative ideas that inspire them, and together make those ideas come to life. Indiegogo’s platform allows an entrepreneur or enterprise to raise funds with a crowdfunding campaign, generate first customers and early sales, and receive real-time feedback and market insights to accelerate corporate innovation. The company was launched in 2008 and is headquartered in San Francisco. For more information, visit www.indiegogo.com.
About the LEGO Group
The LEGO Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine.
The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words LEg GOdt, which mean “Play Well”.
Today, the LEGO Group remains a family-owned company headquartered in Billund. However, its products are now sold in more than 140 countries worldwide. For more information: www.LEGO.com.