The LEGO Lead User Lab (LUL) is currently being set up to “capture new-to-the-company ideas, evaluate their potential and bring them to life in new ways,” an announcement from the company explains. It is an all-new entity within the LEGO Group that is aiming to take ideas from adult fans – “lead users” – who can then work with the LUL to bring the innovative concepts to fruition.
“Innovation is often something you don’t know you need. Lead Users often create this future – they react to trends and come up with ingenious solutions to problems we perhaps didn’t even know we had!” said Kari Vinther Nielsen, Head of LUL at the LEGO Group. “We want to capture this brilliance and ingenuity of Lead Users in a systematic way, explore the high potential ideas and co-create to expand the LEGO idea in ways we haven’t yet imagined.”
The new ideas that the LUL will focus on include experiences, services, channels and audiences. When it launches in August, the program will allow “Lead User candidates” to submit their ideas while the LUL contacts “existing Lead Users” who have a “prototype, solution or have an established business”. Initially it will be a two year trial, to evaluate whether the LUL should exist on a long term basis.