4 October 2011 | By Anna Sanina
has launched a new crowd sourcing web platformLEGO CUUSOO to search for new
ideas for its products. CUUSOO asks the LEGO fans to submit and vote for their favorite ideasfor new LEGO products.
Photo: LEGO CUUSOO
Ideas that will score 10,000 votes have a chance of being selected to become part of the LEGO
Group’s product portfolio and sold in LEGO Brand retail stores and the LEGO online shop. The
winning consumers will earn 1% of the total net sales of the product.
CUUSOO means ‘imagination’ or sometimes ‘wish’ in Japanese, and has been developed with
CUUSOO SYSTEM, a subsidiary of Japan-based Elephant Design, says Dexigner.
The LEGO Group has been collaborating with CUUSOO, which has more than 10 tears of openinnovation and crowd sourcing, since 2008 on a Japanese site. The platform attracted hundredsof ideas and seen thousands of votes cast by a 20,000-strong community. Now the concept willbe tested internationally. LEGO has thousands of fans, especially among the youngest
consumers. The Danish toy manufacturer is one of the British kids’ favorite brands,
position in the Kids Brand Index 2011. The first CUUSOO-winning Japanese product, the Shinkai 6500 submersible, went on sale inJapan in February 2011. The next Japanese LEGO CUUSOO model will be the Hayabusaunmanned spacecraft launched in the first quarter of next year.LEGO CUUSOO is also enhanced with a Facebook page and a Twitter handle for users to share
their ideas there as well.
“Our fans and consumers have proved time after time that they have great ideas that can lead to products,”
, head of the LEGO New Business Group.