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Monday, March 11 • 3:30pm - 4:30pm
Shut Up & Take My Money: LEGO Does Crowdsourcing

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Come hear from the intrapreneurs with a web-startup mindset who opened the LEGO Group to solicit and deliver crowdsourced products. In 2011, LEGO opened its factory doors with LEGO CUUSOO, allowing fans to propose designs for new products and collect votes from their peers. The LEGO Minecraft proposal in late 2011 took the beta site (and the Internet) by storm and became a hit product of the summer.
But to LEGO fans with high expectations, something seemed rotten in Denmark. Transforming this crowdsourcing dream into reality was a lot harder than stacking a few bricks together. LEGO CUUSOO allowed acute demand to emerge overnight, and when it did, production resources in the traditional manufacturing company remained fixed and finite. The company learned pointed lessons about transforming fan concepts into real products under public scrutiny, and will share hard-learned best practices that will help you allow your fans to drive product innovation.
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avatar for Peter Espersen

Peter Espersen

Head of Online CommunitiesLEGO System A/SPeter Espersen head of Online Communities for the LEGO Group focusing on the 13+ age group. Peter spearhead’s online community and social media, when engaging teen and adult fans of LEGO, and works closely with a wide range of business units... Read More →

Paal Smith-Meyer

Sr Dir New Business GroupLEGO System A/S

Monday March 11, 2013 3:30pm - 4:30pm CDT
Four Seasons, San Jacinto Ballroom

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