LEGO FORMA to be trialled as a pilot project

The LEGO Group is trialling a new pilot project, LEGO FORMA, on Indiegogo.

As part of a new “transparent approach” that will see the LEGO Group involve fans and consumers in the product development process, LEGO FORMA will be launched on the Indiegogo platform. This new product sees the consumer build a Technic model and then attach foil decals to the outside of it for a completed fish.

The four launch sets will be:

81000 Koi Model
81001 Shark Skin
81002 Splash Koi Skin
81003 Ink Koi Skin

“Pilots such as LEGO FORMA with Indiegogo open up an engaged and creative community that we can take inspiration from, and vice versa,” said Tom Donaldson, Vice President of LEGO Creative Play Lab.

Indiegogo is a crowdsourcing platform that was originally set up to give cash strapped entrepreneurs the opportunity to find funding for innovative new products. Now, the LEGO Group is using that platform to test LEGO FORMA. The Indiegogo comprises 10 million people, described by the LEGO Group as the kind of “early adopters, entrepreneurs, makers and creatives” needed to “provide real-time insights and real-world validation” on this new line.

LEGO FORMA is more of a creative project than a toy, and more about display than play,” says Kari Vinther, Senior Marketing Manager and Head of Creative Play Lab Pilots. “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 press release explains that the LEGO FORMA sets are intended for adults “looking for creative activities”. Only a limited number of sets will be available initially, to test the water and see if the product makes a splash. While the initial test models are based on fish, the concept is intended to branch out into plants as well as other animals.

In the initial set, only one fish model is built, but a variety of skins are available to attach to the Technic bricks to give it one of four unique looks. It is intended to help “adults reconnect with their innate urge to be creative” while also encouraging “us all to prioritise recreational time”.

“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,” said Natasha Raja, VP of Marketing at Indiegogo.

More news on how LEGO FORMA will be made available via Indiegogo will be shared as soon as it is available.


Graham was the Editor up until November 2020. He has plenty of experience working on LEGO related projects. He has contributed to various websites and publications on topics including niche hobbies, the toy industry and education. Follw Graham on Twitter @grahamh100.

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