Lego Factory Business Model | Business Model Navigator

Overview:

Lego Design byME was a service connected with the construction toy Lego. The service was launched in 2005 under the name Lego Factory until changing its name to 'Lego Design byME'. Using this service, people could design their own Lego models using a computer program, then upload them to the Lego website, design their own box design, and order them for actual delivery. The brand also covers a small selection of products that have been designed by Lego fans, and which were available to purchase as a set.

Industries:

Consumer Goods

Similar firms (based on pattern co-occurrence):

2 shared patterns

Business Model Patterns:

E-commerce

How they do it: The Lego Digital Designer software enabled every user to desing their individually customized Lego set from their home. Although the software itself was free, it was possible to buy the set over the online store on shop.LEGO.com, with the piece quantity determining the price.

Mass Customization

How they do it: The Lego Digital Designer software enabled every user to desing their individually customized Lego set, get the parts shipped to their home and build the set with real Lego parts.

Peer-to-peer

How they do it: Lego Factory allowed users to view and purchase other users custom creations, you could add or remove bricks from creations at will, and then purchase for yourself.

User Designed

How they do it: Using the Lego Digital Designer (LDD) people could design their own 3-D virtual model, and submit it for purchase using the shop-at-home division. Factory was also designed to enable users to view and purchase other users custom creations, you could add or remove bricks from creations at will, and then purchase for yourself. Factory sets arrived in custom packaging that showed a users model and name, and included all of the LEGO elements needed to build the virtual design in physical form.

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