Behind the Bricks: How LEGO Designs and Themes Are Chosen
Have you ever wondered how LEGO decides on the designs and themes for their sets? In this blog, we’ll take you behind the scenes to explore the fascinating process of how LEGO sets are conceived, developed, and brought to life.
The Conceptualization Process
Market Research and Trends
Consumer Insights: LEGO’s design process begins with understanding their audience. The company conducts extensive market research, surveys, and focus groups to identify current trends, interests, and customer preferences. For example, popular movies or TV shows often inspire new LEGO themes.
Trend Analysis: LEGO monitors emerging trends in entertainment, technology, and culture. They analyze what’s popular among various age groups and how these interests can be translated into LEGO sets.
Idea Generation
Internal Brainstorming: LEGO’s internal teams, including designers, product managers, and marketing experts, brainstorm ideas based on the market research. They explore concepts that align with LEGO’s brand values and resonate with their target audiences.
Collaborations: LEGO often collaborates with external partners, including entertainment franchises, historical organizations, and other brands. These partnerships can lead to unique themes and sets based on popular IPs (intellectual properties).
Design Development
Initial Sketches and Prototypes
Concept Art: Designers create initial sketches and concept art to visualize the theme and set designs. These sketches help in refining the ideas and determining the feasibility of the concepts.
Prototype Models: Early prototypes are built to test the design and functionality. These models help identify any design issues and allow for iterative improvements.
Testing and Refinement
Focus Groups: LEGO often tests prototypes with focus groups, including children and adult fans, to gather feedback on playability, design appeal, and educational value.
Refinement: Based on feedback, designers make necessary adjustments to improve the design. This may include modifying elements, changing colors, or enhancing functionality.
Approval Process
Internal Review: The final design undergoes a thorough review by LEGO’s internal teams. This includes evaluating the set’s alignment with LEGO’s quality standards, safety regulations, and brand guidelines.
Executive Approval: Major themes and sets often require approval from senior executives, ensuring they align with the company’s strategic goals and market positioning.
Theme Development
Theme Exploration
Thematic Research: For new themes, LEGO conducts in-depth research to ensure they are culturally relevant and engaging. This may involve studying historical periods, popular franchises, or conceptualizing entirely new themes.
Storytelling: Many themes are developed around compelling narratives or worlds. LEGO creates rich backstories and settings to enhance the play experience and connect with fans on a deeper level.
Designing Minifigures and Elements
Character Design: Minifigures are a crucial part of LEGO themes. Designers craft unique characters that fit the theme and contribute to storytelling. This involves designing new molds, accessories, and printing techniques.
Element Creation: New elements and pieces are often developed to support the theme. For example, specific bricks or components may be created to replicate unique architectural features or functional elements within a set.
Marketing and Launch
Marketing Strategy
Promotional Campaigns: LEGO develops marketing campaigns to generate excitement and anticipation for new sets. This may include teaser videos, social media promotions, and collaborations with influencers.
Retail Partnerships: LEGO works with retailers to ensure the sets are prominently featured and available for purchase. Special launches or events may be organized to celebrate major releases.
Community Engagement
Fan Feedback: LEGO values feedback from its fan community. They often engage with fans through social media, conventions, and LEGO fan clubs to gauge reactions and incorporate suggestions into future designs.
Fan Creations: LEGO Ideas is a platform where fans can submit their own designs and vote on others. Popular submissions may be turned into official sets, reflecting LEGO’s commitment to community engagement and creativity.
Continuous Improvement
Post-Launch Evaluation
Sales Data: After a set’s release, LEGO monitors sales data and customer feedback to evaluate its success. This helps in understanding what worked well and what could be improved in future designs.
Customer Feedback: LEGO collects and analyzes feedback from customers to refine future themes and sets, ensuring they continue to meet the needs and preferences of their audience.
Iterative Design
Ongoing Innovation: LEGO is always looking for ways to innovate and improve. This includes exploring new building techniques, materials, and technologies to enhance the play experience and expand their range of offerings.
The process of choosing and designing LEGO themes and sets is a dynamic and intricate journey that involves a blend of creativity, research, and strategic planning. From initial concept sketches to the final set release, LEGO’s approach ensures that each set is engaging, innovative, and aligns with the interests of their diverse audience. Whether you’re building a starship, a medieval castle, or a cityscape, you can appreciate the thoughtful design and planning that goes into every LEGO set.
Keep building, and enjoy the magic behind the bricks!
Build, Display, Repeat.
