Lego has an 80-year history of being playful, curious, and open to anyone. However, the patent on the LEGO block has expired and the toy industry is evolving rapidly. This product promotion for LEGO is an exploration to see what LEGO can aspire to be in a world where children want to construct their own stories and interact with them. After observing that character-based trends rule the market and witnessing the LEGO mini figure subculture, we decided to explore what LEGO could be if paired with emerging 3D printing technology.
Preserving the Brand
It was crucial that we maintained LEGO's strong brand image. We created the principles below to help guide us with this.
Team: Richard Ahn, Varuni Edussuriya, Isaac Kim and Keith Ahn