Close to the tip 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 recreation.
“I spent two very intense weeks engaged on it, each evening, each weekend, on a regular basis that I had,” he mentioned.
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. Sometimes, designers put up their idea on the platform, and if a design will get 10,000 votes, the corporate considers it for manufacturing. This case was completely 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 number 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 can be creating divisions dedicated to going on to shoppers for concepts. Lego takes a extra private strategy, permitting followers to submit designs, whereas different firms ballot shoppers about what they wish to see or communicate to inventors about their newest initiatives. 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 should 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, mentioned Jaime M. Katz, an analyst who covers the toy trade for Morningstar, a monetary companies firm. The first motive firms like direct gross sales is the pace at which they can get entry to buying information from shoppers.
That information might help toy firms carry merchandise to market sooner, Ms. Katz mentioned, and capitalize on developments and buying patterns. There’s additionally much less extra stock and, by extension, fewer markdowns on objects offered on the corporate’s web sites.
“You don’t wish to be the final adopter of the methodology,” she mentioned, “Anyone would possibly be capable to transfer sooner than you.”
Many firms, Ms. Katz added, see their direct-to-consumer divisions as the following iteration of a spotlight group. “You may accumulate the info in a a lot bigger style,” she mentioned, “It’s not like six individuals sitting in an workplace in Chicago and so they’re asking, ‘Nicely, what do you consider Barbie?’”
Because it seems, Mattel does wish to know what shoppers 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, Scorching Wheels and different manufacturers.
“The wealth of data, which we generate from our followers, is priceless,” mentioned Sanjay Luthra, managing director of Mattel’s world direct-to-consumer portfolio.
Feeding into client obsession is an enormous a part of Mattel’s product improvement technique, mentioned Mr. Luthra, who added that Mattel was continuously checking what followers have been saying on social media to get product concepts. For instance, Bizarre Barbie, which the toymaker offered on the Mattel Creations web site after seeing the big response to the “Barbie” film on social media, was the highest-selling doll ever on the platform, he mentioned.
A design solicitation program like Lego Concepts also can assist information firms of their product improvement. “Now we have 10,000 individuals who informed us they need this product,” mentioned Monica Pedersen, advertising director for Lego Concepts. “That’s very particular, as a result of we don’t exit and take a look at each single Lego product with 10,000 individuals.”
Magic: The Gathering, a buying and selling card recreation owned by the gaming writer Wizards of the Coast, makes use of the same program, known as Secret Lair, as a strategy to promote particular playing cards which have added visible remedies like customized artwork.
Secret Lair provides the corporate “a pipeline of consciousness that we simply by no means had,” mentioned Mark Heggen, vp of collectibles at Wizards of the Coast, which is owned by Hasbro. “Now we have somewhat lens into actuality, so we will perceive how individuals 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 neighborhood, mentioned Ben Dermer, senior vp of toy innovation at Spin Grasp.
“I feel at different firms over time, inventors have oftentimes been maligned, not handled in addition to they might have been,” he mentioned.
There are about 300 skilled inventors within the toy trade, Mr. Dermer mentioned, and Spin Grasp is in common contact with most of them. Sometimes, earlier than an concept is formally submitted to Spin Grasp for consideration, a member of the corporate’s inventor relations division has already had prolonged discussions in regards to the viability of the product.
For his work with Lego, Mr. Bolt will probably 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 encompasses a playable journey and, in fact, a dungeon and a dragon. It sells for $360 at Lego Shops, a value properly 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 offered each straight from Lego and by retailers like Goal and Amazon.
A few hundred units a yr 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. Evaluate that with the 916 units the corporate launched simply in 2023.
The units nonetheless undergo Lego’s inner 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 mentioned.
“It was very particular to see as a Lego builder how they strategy it,” Mr. Bolt mentioned 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.”
