Close to the top of 2022, Lucas Bolt, an environmental artist and Lego fanatic in Amsterdam, was engaged on a design for a Lego set the corporate had crowdsourced to commemorate the fiftieth anniversary of Dungeons & Dragons, the tabletop role-playing sport.
“I spent two very intense weeks engaged on it, each evening, each weekend, on a regular basis that I had,” he stated.
Mr. Bolt hoped to create the design for Lego Concepts, a program the toymaker began in 2008 to solicit concepts on-line straight from followers. Usually, designers publish their idea on the platform, and if a design will get 10,000 votes, the corporate considers it for manufacturing. This case was totally different, although: It was the primary time the corporate had given followers an idea to work with.
Mr. Bolt had been designing his personal units for a couple of years, primarily for his followers on Instagram, however this was the primary time one thing he had produced had gained actual traction. A panel of judges chosen his set and 4 others for a shortlist, and in a vote followers selected his set as their favourite.
Lego Concepts is a part of a rising technique amongst firms which might be creating divisions dedicated to going on to customers for concepts. Lego takes a extra private strategy, permitting followers to submit designs, whereas different firms ballot customers about what they want to see or converse to inventors about their newest tasks. These initiatives are discovering explicit success inside area of interest teams of collectors and different extremely devoted followers.
Toy firms which have direct-to-consumer fashions would not have the identical viewers attain that distributors like Amazon have, however a unit dedicated to direct gross sales nonetheless gives benefits for the general enterprise, stated Jaime M. Katz, an analyst who covers the toy trade for Morningstar, a monetary providers firm. The first cause firms like direct gross sales is the pace at which they can get entry to buying knowledge from customers.
That knowledge may help toy firms carry merchandise to market quicker, Ms. Katz stated, and capitalize on traits and buying patterns. There’s additionally much less extra stock and, by extension, fewer markdowns on gadgets bought on the corporate’s web sites.
“You don’t need to be the final adopter of the methodology,” she stated, “Someone would possibly be capable of transfer quicker than you.”
Many firms, Ms. Katz added, see their direct-to-consumer divisions as the subsequent iteration of a spotlight group. “You possibly can acquire the info in a a lot bigger trend,” she stated, “It’s not like six folks sitting in an workplace in Chicago they usually’re asking, ‘Effectively, what do you consider Barbie?’”
Because it seems, Mattel does need to know what customers consider Barbie, however it’s taking a distinct segment strategy by its Mattel Creations web site, the place it runs crowdfunding campaigns tailor-made to its fan base for Barbie, Sizzling Wheels and different manufacturers.
“The wealth of knowledge, which we generate from our followers, is priceless,” stated Sanjay Luthra, managing director of Mattel’s international direct-to-consumer portfolio.
Feeding into client obsession is a giant a part of Mattel’s product growth technique, stated Mr. Luthra, who added that Mattel was consistently checking what followers had been saying on social media to get product concepts. For instance, Weird Barbie, which the toymaker bought on the Mattel Creations web site after seeing the large response to the “Barbie” film on social media, was the highest-selling doll ever on the platform, he stated.
A design solicitation program like Lego Concepts may also assist information firms of their product growth. “We’ve got 10,000 individuals who informed us they need this product,” stated Monica Pedersen, advertising and marketing director for Lego Concepts. “That’s very particular, as a result of we don’t exit and check each single Lego product with 10,000 folks.”
Magic: The Gathering, a buying and selling card sport owned by the gaming writer Wizards of the Coast, makes use of an analogous program, known as Secret Lair, as a technique to promote particular playing cards which have added visible therapies like customized artwork.
Secret Lair offers the corporate “a pipeline of consciousness that we simply by no means had,” stated Mark Heggen, vp of collectibles at Wizards of the Coast, which is owned by Hasbro. “We’ve got a little bit lens into actuality, so we will perceive how persons are behaving, what’s thrilling to them, in the event that they’re coming again or in the event that they’re lapsing.”
Spin Grasp, a toy firm in Toronto, has been soliciting inventors for concepts since its inception in 1994. The corporate’s biggest benefit comes from the “mutual respect” it has with the inventor group, stated Ben Dermer, senior vp of toy innovation at Spin Grasp.
“I believe at different firms over time, inventors have oftentimes been maligned, not handled in addition to they might have been,” he stated.
There are about 300 skilled inventors within the toy trade, Mr. Dermer stated, and Spin Grasp is in common contact with most of them. Usually, earlier than an thought is formally submitted to Spin Grasp for consideration, a member of the corporate’s inventor relations division has already had prolonged discussions concerning the viability of the product.
For his work with Lego, Mr. Bolt can be rewarded with a 1 p.c gross sales fee on every set, and 10 copies of the set for himself. The ultimate set, known as Crimson Dragon’s Story, has 3,745 items and contains a playable journey and, after all, a dungeon and a dragon. It sells for $360 at Lego Shops, a worth effectively above a lot of the firm’s mass-market choices.
Lego will get hundreds of submissions by the Concepts program, however the bar is excessive for a set to make it to prospects. Usually, if a set receives greater than 10,000 votes from followers, the corporate considers it for manufacturing. As soon as made, the set is bought each straight from Lego and by retailers like Goal and Amazon.
A couple of hundred units a 12 months attain the vote threshold (although that quantity will increase yearly), and from these solely 56 units, together with Mr. Bolt’s design, have reached manufacturing because the program started in 2008. Examine that with the 916 units the corporate launched simply in 2023.
The units nonetheless undergo Lego’s inside design and testing. The corporate meets with the designers engaged on Concepts units a few times a month to make sure the product resides as much as their imaginative and prescient, Ms. Pedersen stated.
“It was very particular to see as a Lego builder how they strategy it,” Mr. Bolt stated of his expertise with Lego testers. “It was an entire workforce of designers, which was actually cool that they spent a lot time designing one thing that I got here up with.”
