LEGO asks: if you had a blank cheque to ‘fix’ the hobby, what would you do?

The LEGO Group says it’s ‘exploring new ways to really listen to the community’, starting with a survey that asks: if you had a blank cheque to ‘fix’ LEGO, what would you do?

‘The LEGO Fan Compass: Helping Us Navigate Together’ seeks to gather insights into the individual journey of LEGO fans, starting with foundational questions like ‘How long have you been building with LEGO?’ and ‘How often do you buy LEGO?’. Things get more interesting further in, though, as the LEGO Group is apparently looking to understand how fans view the brand as a whole.

Hence questions like: ‘Which of the following best describes your current relationship with the LEGO brand?’, with possible answers ranging from ‘very positive – the LEGO brand continues to surprise and delight me’ to ‘negative – I feel a growing gap between what I want and what is being delivered’.

Despite being multiple-choice, some of the answers to these questions feel pretty specific – see question 15, for instance, which asks: ‘How would you describe the ‘energy’ of the LEGO fan community right now?’ Your options are…

• It feels more vibrant, diverse, and welcoming than ever.
• It’s a great community, but it feels like we’re repeating the same conversations.
• It’s getting harder to find people like me or feel connected to the wider fandom.
• It feels increasingly difficult for new voices or creative ideas to break through.

There are a handful of write-in questions alongside those, and maybe the most inviting is this: ‘If you had a blank check of time and resources to ‘fix’ or ‘evolve’ one specific part of the LEGO hobby that hasn’t changed in a decade, what would it be and why?’ We can think of a few possibilities here, but we don’t want to sway your answers. Feel free to share your thoughts in the comments down below…

The questionnaire is open for responses through April 30, and should take around 10 minutes to complete. Click here to take the survey.

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