The LEGO Group launches new Build Together experience

The LEGO Group has today announced the upcoming beta version of a new Build Together experience set for release on December 13.

The innovative new feature will be included in an update for the existing LEGO Building Instructions app and allow multiple people to build sets together as a group. The experience is intended to encourage social, co-operative play that families and friends can enjoy together.

Once the LEGO Building Instructions app has been updated, it’s possible to scan the QR code on a LEGO set’s physical manual and then choose to work as a team on a build. Each person will need their own phone or tablet with the latest version of the LEGO Building Instructions app installed on it.

Once everyone has scanned the code and joined the team, they’re allocated a numbered bag from the set to open. When they complete their part of the build, they’ll receive a notification on their device to pass their construct on to the next person, so they can then add to it until the set is completed.

“I originally started playing with the idea of a new co-building experience back in 2017,” said Dominik Brachmanski, the mastermind from Germany who’s behind the fan-built idea. “It’s been a long time coming and I’ve been fully determined to see this project through, but it’s only been possible thanks to support from members of the AFOL [Adult Fan of LEGO] community, close friends and people within the LEGO Group who believed in the idea and contributed to it.”

The beta version of Build Together will initially only support six existing sets, but the LEGO Group says that more will be added over time. The sets included in the beta are as follows:

60307 Wildlife Rescue Camp
60292 Town Center
60291 Family House
60302 Wildlife Rescue
10270 Bookshop
31097 Townhouse Pet Shop & Café

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The Build Together experience is available in all languages supported in the LEGO Building Instructions app. The beta version of Build Together will allow the LEGO Group to test and gather information on users’ experiences, allowing it to improve the feature and add more products.

“When Dominik shared the idea of enabling LEGO sets to be built together with more people in a new social and engaging way, we immediately thought this was a great invention that we wanted to make available to many more fans,” said Sisse Hagensby, Open Innovation Insights Manager at the LEGO Group.

“It’s been a pleasure maturing the experience in close collaboration with Dominik, who during the development phase provided his technical skills and understanding of the algorithm behind the experience to evolve the concept further with our consumer insights and design support.

“Thanks to a strong collaboration with Dominik it’s been a really smooth and fun ride getting to this point, and we can’t wait to see how fans take to this new experience. We hope that the learnings and insights from this beta will show that there is a real appetite from our fans to scale ‘Build Together’.”

The beta version of the Build Together experience launches on December 13. Keep an eye on Brick Fanatics for a comprehensive review of the initiative – and more insight from the LEGO Group – in the weeks to come.

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