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乐高新闻 · 积木测评 · 玩具推荐

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The Lead User Lab will aim to capture new-to-the-company ideas, evaluate their potential and bring them to life in new ways.

Planned to start in August,the Lead User Lab pilot project sets out tobuild a unique innovation model for the LEGO Group, capturing, evaluating and nurturing ideas from the brilliant and creative minds of LEGO fans and Lead Users among adult LEGO users.

Co-creating these future innovations will set the ground for developing investigate new opportunity areas which might include complementary add-ons to the LEGO building system, digital experiences and even marketplaces, imagined by the Lead Users, and brought to scale by the LEGO Group.

Kari Vinther Nielsen, Head of Lead User Lab at the LEGO Group said:“Innovation is often something you don’t know you need. Lead Users often create this future – they react to trends and come up with ingenious solutions to problems we perhaps didn’t even know we had! We want to capture this brilliance and ingenuity of Lead Users in a systematic way, explore the high potential ideas and co-create to expand the LEGO idea in ways we haven’t yet imagined.”

The Lead User Lab will focus on breakthrough ideas on a wide spectrum of future application ranging from new experiences, services, channels and audiences, while keeping the Lead User front and center.

What’s a Lead User?

Lead Users are at the starting edge of future market and consumer trends – they experience latent needs that often haven’t been crystalized yet and tailor innovative solutions that are well ahead of the market.

The LEGO Group currently benefits from AFOLs’ (Adult Fans of LEGO) amazing talents in many ways. Whether as loyal consumers of LEGO products and experiences, as highly creative producers of content, experiences and many other LEGO knowledge areas, or as amazing brand advocates – and some of them can turn out to be the future Lead Users.

Over a third of AFOLs self-report that they have developed a LEGO related innovation – with Lead User Lab, we will explore a unique opportunity to get closer to the breakthrough ideas pipeline, capture the best and turn them into reality together with Lead Users.

How will it work?

The Lead User Lab will take in ideas on two simultaneous fronts. A dedicated innovation portal will be launched, where all potential Lead User candidates can submit their radical innovation ideas and keep track of the intake and evaluation process done by the LEGO Group.

Simultaneously, the Lead User Lab team will also approach various existing Lead Userswho are extremely motivated in finding ingenious solutions to a LEGO related need, and whohave developeda prototype, solution, or have an established business, and are eager to co-create on taking their idea to the next level.

If you already have a breakthrough idea, we encourage you to keep an eye out for the Lead User Lab innovation portal launch. And if you can’t wait, please send us a note [email protected] Please expect a delay in getting an answer. The LUL team will not be onboard until August

The lead user Lab is planned as a two-year pilot and the LEGO group will ongoingly evaluate the potential of scaling this initiative.

机器翻译（微软翻译）

主要用户实验室的目标是捕捉新的和公司的想法，评估他们的潜力，并以新的方式使他们的生活。

主要用户实验室试点项目计划于8月开始，为乐高集团建立一个独特的创新模式，从乐高爱好者和主要用户的聪明和创造性的头脑中捕捉、评价和培养乐高乐高用户的想法。

共同创造这些未来的创新，将为开发新的机会领域奠定基础，其中可能包括主要用户所设想的乐高建筑系统、数字体验甚至市场的补充性附加组件，并由乐高集团加以推广。

乐高集团首席用户实验室主任卡里·文瑟·尼尔森(Kari Vinther Nielsen)说：

“创新常常是你所不具备的。我不知道你需要什么。领导用户经常会创造这样的未来&他们对趋势做出反应并想出有独创性的解决问题的方法也许我们根本不知道我们有！我们希望能够以一种系统的方式来捕捉乐高智商和创造性，探索高潜力的想法，以我们还没有想象的方式共同创造来扩展乐高概念。”

主导用户实验室将专注于未来广泛应用的突破性理念，从新的体验、服务、渠道和受众，同时保持领先的用户前沿和中心。

什么是潜在顾客用户?

潜在客户处于未来市场和消费者趋势的起点-他们体验的潜在需求,往往尚未结晶,并定制创新的解决方案,远远领先于三凯特。

乐高集团目前受益于乐高（乐高）的成人粉丝。在很多方面都有惊人的天赋。不管是乐高产品和体验的忠实消费者，是内容、体验和其他许多乐高知识领域的高度创造性生产者，还是令人惊叹的品牌倡导者——其中一些可能成为未来的领先用户。

超过三分之一的AFOLs自己报告说，他们已经开发了一个乐高相关的创新——与领导用户实验室，我们将探索一个独特的机会，以更接近突破性的想法管道，捕获最好的，并将他们与铅用户一起变成现实。

如何运作？

主要用户实验室将同时接受两个方面的想法。将启动一个专门的创新门户，让所有潜在的主要用户候选人都能提出他们激进的创新想法，并跟踪乐高集团的吸收和评估过程。

同时，领导用户实验室小组也将接触到各种现有的主要用户，他们非常积极地寻找巧妙的方案来满足乐高相关的需要，他们开发了原型、解决方案，或拥有成熟的业务，并渴望共同创造出将他们的想法提升到下一个新的水平。

如果您已经有一个突破性的想法，我们鼓励您密切关注主用户实验室创新门户的启动。如果你不能再等了，请给我们发个便条到[email protected]在得到答复方面，请稍候。LUL团队要到8月才能登船

主要用户实验室计划为一个为期两年的试点，乐高小组将不断地评估扩大这一举措的潜力。

今天尝试使用微软翻译，你大概意思是可以看懂的。

对于这个实验室计划，我个人还是很看好的，因为乐高集团用了更加开放性的方式来鼓励更多玩家发挥自己的想象力。这也是乐高发展至今60多年，在追随最具创意的方向上一直努力着，而更多AFOL玩家或将自己的想法通过一种方式变成真实的套装。

在近些年，随着LEGO IDEAS系列的迸发，玩家开始对于更有趣的创意感兴趣，这不仅仅来自个别项目，在世界范围都可以看到更具有创意的作品频繁出现，在乐高集团的设计师团队中也不乏曾为AFOL的玩家，在一种全新的设计理念上，我们可以享受到更有意思的套装。我们不可否认的是这几年的套装在设计上更加优秀，即便是一些带有“复刻”理念的作品同样给了你全新的体验。

对于这种新的尝试，非常期待。

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