Within LEGO Ideas
Why Some Popular LEGO Ideas Cannot Win
Licensing limits stop LEGO Ideas from becoming a wish list of brands LEGO cannot legally or strategically make.
On this page
- Brands LEGO already blocks from Ideas submissions
- Why rights and existing licences matter
- How licensing guardrails protect the platform
Page outline Jump by section
Introduction
One of the most misunderstood parts of LEGO Ideas is that popularity is never enough. A fan project can attract 10,000 supporters, generate media attention and build a passionate community, yet still be impossible for LEGO to produce because of licensing constraints. The platform invites open creativity, but it operates inside a carefully managed intellectual-property system.
This matters because LEGO Ideas is not simply a public wish list. It is a controlled experiment in open innovation. LEGO wants fans to surface unexpected opportunities, but it also needs to avoid legal conflicts, brand risks and commercial dead ends. Licensing rules therefore act as governance mechanisms: they limit which ideas can enter the pipeline, reduce costly review work and prevent the platform from filling with projects that have little realistic chance of becoming products. [LEGO Ideas]WikipediaLego Ideas… Lego, such as Star Wars and Harry Potter. All eligible projects are collectively reviewed in the order of whichever proj… [LEGO]ideas.lego.comLEGO IdeasRules Guidelines16 Apr 2026 — Your idea can be completely original or inspired by an existing Intellectual Property (IP), such…
Why Some Popular LEGO Ideas Cannot Win
A common assumption is that LEGO Ideas functions like a vote. In reality, community support only determines whether a proposal receives formal review. Reaching 10,000 supporters creates a candidate for consideration, not an entitlement to production. LEGO explicitly states that projects entering review are assessed for factors including legal and licensing issues. [LEGO]lego.comLEGOCreating product ideas with licensed brandsWe also no longer accept product ideas based on licenses or concepts that have been commer… [LEGO]lego.comAfter that, your product idea is considered to be in LEGO review and may beLEGOWhat happens to my product idea after I reach 10000…Reaching 10,000 supporters is the biggest milestone you can achieve on LEGO® I…
For intellectual-property-based projects, this means fan enthusiasm comes after a more fundamental question: can LEGO legally and strategically make the product at all?
A television series, film franchise, video game or vehicle brand may involve multiple rights holders, existing exclusivity agreements, regional restrictions or licensing costs that make a project impractical. Even if fans love the idea, LEGO cannot treat popularity as a substitute for permission. Rights must be available before a successful set can exist. [LEGO Ideas]WikipediaLego Ideas… Lego, such as Star Wars and Harry Potter. All eligible projects are collectively reviewed in the order of whichever proj… [LEGO]lego.comr that, your product idea is considered to be in LEGO review and may…
This creates an important asymmetry in the system. Fans evaluate what they would like to buy. LEGO must evaluate whether the company can actually secure, maintain and profitably use the required rights.
Brands LEGO Already Blocks From Ideas Submissions
Over time, LEGO tightened the rules governing which licensed properties can even be submitted. One major shift came in 2017, when LEGO Ideas stopped accepting new submissions based on third-party licences already active in LEGO’s own portfolio. Franchises that already had dedicated LEGO product lines effectively became off-limits for new Ideas proposals. [The Brick Fan]thebrickfan.comlego ideas no longer accepting projects based on third party and active licensesLego Ideas, as they can no longer submit their licensed models.Read more… [Brickset.com]brickset.comlego ideas no longer accepting projects based on active licensesLEGO Ideas no longer accepting projects based on active…5 Apr 2017 — LEGO Ideas will no longer accept new submissions based on third-p… [StoneWars.com]stonewars.comlego ideas rules and guidelines explainedLEGO Ideas: Rules and Guidelines explained22 Jan 2021 — Since then, ideas based on active or announced licenses will be rejected. In addi…
The reasoning was practical. If LEGO already has a major licensing relationship for a brand, Ideas does not need to serve as the route for developing products based on that property. Allowing thousands of submissions based on existing blockbuster licences would risk overwhelming the platform and crowding out original concepts or genuinely new opportunities. [Brickset.com]brickset.comlego ideas no longer accepting projects based on active licensesLEGO Ideas no longer accepting projects based on active…5 Apr 2017 — LEGO Ideas will no longer accept new submissions based on third-p…
LEGO has also maintained lists of intellectual properties that are not eligible because of conflicts, content concerns or strategic restrictions. Community discussions and official guidance have repeatedly pointed to situations where properties are blocked because another company controls construction-toy rights, because the subject matter clashes with LEGO’s standards, or because LEGO already knows it is unlikely to pursue the licence. [Reddit]reddit.comRedditWhy are so many IPs banned from Lego Ideas?January 25, 2024 — Lego bans IPs that they know won't work or that they won't want to pu… [Reddit]reddit.comual property that may be denied via LEGO Ideas…Read more…
The result is that some of the most requested brands never even reach the popularity stage. They are filtered out before voting can matter.
Why Rights and Existing Licences Matter
Licensing restrictions are not merely legal technicalities. They shape how LEGO allocates attention and resources.
When a fan submits an idea based on a major entertainment franchise, LEGO must consider several questions:
- Does another company already hold relevant construction-toy rights?
- Does LEGO already have a separate licensing arrangement covering that property?
- Would the licence require approvals, moulds or design commitments that exceed the scope of an Ideas project?
- Does the property fit LEGO’s family-oriented brand standards?
- Would royalties and licensing costs leave a viable business case? LEGO [LEGO Ideas]WikipediaLego Ideas… Lego, such as Star Wars and Harry Potter. All eligible projects are collectively reviewed in the order of whichever proj… LEGO The platform’s history contains multiple examples of projects colliding with these constraints. Fan proposals connected to existing LEGO lice [reddit.com]reddit.comQuestion about Lego Ideas: r/legoThere's a feature on Lego Ideas for when you're submitting a project. If your potential project is base… nce portfolios have frequently been rejected because they overlapped with ongoing commercial relationships rather than representing genuinely new opportunities. Community-maintained records of rejected projects repeatedly identify licence overlap as a reason for failure. [Brickipedia]brickipedia.fandom.comBrickipedia LEGO Ideas/Rejected ProjectsThe Bus" LEGO Set - Rejected due to license overlap; Hulkbuster UCS - Rejected due to license overlap; Lego Store Modular…Read more…
The case of The Legend of Zelda illustrates how licensing conflicts can become visible to fans. In 2022, LEGO began automatically rejecting Zelda submissions on Ideas because of what it described as a licence conflict, leading observers to speculate that LEGO was pursuing the property through a different route. Whether or not a specific product was planned, the incident showed that licensing negotiations can override community demand long before review begins. [VGC]videogameschronicle.comlego is no longer accepting zelda fan submissions due to a license conflictVGCLego is no longer accepting Zelda fan submissions due to '…9 Nov 2022 — Lego has blocked creators from submitting Zelda designs for…
Why LEGO Ideas Uses Stricter IP Rules Than LEGO Itself
An important nuance is that LEGO Ideas often applies stricter standards than the wider LEGO company.
Reports covering LEGO Ideas policy updates have noted that the Ideas team deliberately maintains narrower submission rules than other internal product-development channels. A property rejected on LEGO Ideas is not automatically banned from becoming a LEGO product elsewhere. Internal design teams can still explore opportunities independently. [Brick Fanatics]brickfanatics.comlego ideas has an even stricter policy when it comes to ip choiceBrick FanaticsLEGO Ideas has an “even stricter policy” when it comes to…13 Sept 2019 — The LEGO Ideas team has confirmed that stricter…
This distinction reveals the platform’s governance logic.
The purpose of LEGO Ideas is not to expose every licensing negotiation to public voting. Instead, it is designed to identify feasible opportunities that benefit from community discovery. If the company already has internal plans, existing licence arrangements or strategic reasons to avoid a property, allowing it to dominate the Ideas platform would create unrealistic expectations and repetitive disappointment. [Brickset.com]brickset.comlego ideas no longer accepting projects based on active licensesLEGO Ideas no longer accepting projects based on active…5 Apr 2017 — LEGO Ideas will no longer accept new submissions based on third-p…
In other words, LEGO Ideas is not an unrestricted market of fan demand. It is a curated environment where demand signals are only useful when they exist inside boundaries that LEGO can realistically act upon.
How Licensing Guardrails Protect the Platform
At first glance, these restrictions can appear anti-creative. Fans often see popular projects blocked, rejected or ruled ineligible despite strong support. Yet from a governance perspective, the restrictions perform several protective functions.
They reduce false signals
Without licensing filters, the platform could become dominated by famous franchises that are legally unavailable or commercially unrealistic. Support counts would then reveal little about actual product opportunities. By excluding many impossible candidates, LEGO makes supporter interest more meaningful. [Brickset.com]brickset.comlego ideas no longer accepting projects based on active licensesLEGO Ideas no longer accepting projects based on active…5 Apr 2017 — LEGO Ideas will no longer accept new submissions based on third-p…
They prevent review overload
Every project reaching 10,000 supporters requires assessment, rebuilding, legal checks and commercial analysis. Restricting submissions helps LEGO focus review resources on ideas that have at least some chance of reaching market. [LEGO]ideas.lego.comLEGO IdeasHow It Works | LEGO® IdeasIf a Product Idea gets 10,000 supporters from our fan community, it gets considered for production as…
They protect relationships with rights holders
Licensing negotiations are often sensitive. Publicly encouraging thousands of supporters around properties that LEGO cannot secure could create friction with external partners or generate expectations that neither side can fulfil. Licensing guardrails avoid turning the platform into a public pressure campaign directed at rights owners. [LEGO]lego.comOpen source on lego.com.
They preserve variety
If unrestricted, globally recognised entertainment brands could dominate attention. The platform’s restrictions create space for original creations, niche properties and unexpected concepts that LEGO might otherwise overlook. This is one reason Ideas has produced sets based on unusual subjects ranging from scientific models to architecture, display pieces and specialised fan interests rather than becoming entirely dependent on blockbuster franchises. [LEGO Ideas]WikipediaLego Ideas… Lego, such as Star Wars and Harry Potter. All eligible projects are collectively reviewed in the order of whichever proj…
Licensing as an Antifragile Constraint
In the context of LEGO’s broader antifragility, licensing restrictions are not simply barriers. They are filters that help transform chaotic fan creativity into usable strategic information.
LEGO Ideas benefits from exposing the company to a wide range of external ideas, but unlimited openness would produce noise, legal conflicts and unrealistic expectations. Licensing rules narrow the field to proposals that can plausibly become products while still allowing unexpected opportunities to emerge. The company gains access to distributed creativity without surrendering control over intellectual property, brand management or commercial feasibility. [IPBA® Connect]profwurzer.comIPBA® ConnectLEGO's Open Innovation: Balancing Creativity & IPLEGO blends open innovation and IP protection, engaging fans via LEGO Ideas… [LEGO Ideas]WikipediaLego Ideas… Lego, such as Star Wars and Harry Potter. All eligible projects are collectively reviewed in the order of whichever proj…
That balance is central to why LEGO Ideas functions as more than crowdsourcing. The platform is open enough to discover surprises, yet constrained enough to convert those surprises into real products. Licensing rules are one of the key mechanisms that make that balance possible.
Amazon book picks
Further Reading
Books and field guides related to Why Some Popular LEGO Ideas Cannot Win. Use these as the next step if you want deeper reading beyond the article.
Brick by brick
Shows how LEGO balances innovation with commercial and legal guardrails.
Lego
Explains LEGO's brand management, licensing relationships and strategic constraints.
The Lean Startup
Rating: 3.0/5 from 33 Google Books ratings
Fits the theme of testing ideas before full commitment.
The Innovator's Dilemma
First published 1997. Subjects: Industrial management, Disruptive technologies, Success in business, Customer services, innovation.
eBay marketplace picks
Marketplace Samples
Example marketplace items related to this page. Use the search link to explore similar finds on eBay.
Endnotes
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Source: ideas.lego.com
Link: https://ideas.lego.com/guidelinesSource snippet
LEGO IdeasRules Guidelines16 Apr 2026 — Your idea can be completely original or inspired by an existing Intellectual Property (IP), such...
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Source: lego.com
Link: https://www.lego.com/en-nz/service/help-topics/article/creating-product-ideas-with-licensed-brandsSource snippet
LEGOCreating product ideas with licensed brandsWe also no longer accept product ideas based on licenses or concepts that have been commer...
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Source: lego.com
Title: After that, your product idea is considered to be in LEGO review and may be
Link: https://www.lego.com/en-lu/service/help-topics/article/what-happens-to-my-product-idea-after-i-reach-10-000-supportersSource snippet
LEGOWhat happens to my product idea after I reach 10000...Reaching 10,000 supporters is the biggest milestone you can achieve on LEGO® I...
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Source: lego.com
Link: https://www.lego.com/en-us/service/help-topics/article/what-happens-to-my-product-idea-after-i-reach-10-000-supportersSource snippet
r that, your product idea is considered to be in LEGO review and may...
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Source: ideas.lego.com
Link: https://ideas.lego.com/howitworksSource snippet
LEGO IdeasHow It Works | LEGO® IdeasIf a Product Idea gets 10,000 supporters from our fan community, it gets considered for production as...
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Source: brickset.com
Title: lego ideas no longer accepting projects based on active licenses
Link: https://brickset.com/article/27446/lego-ideas-no-longer-accepting-projects-based-on-active-licensesSource snippet
LEGO Ideas no longer accepting projects based on active...5 Apr 2017 — LEGO Ideas will no longer accept new submissions based on third-p...
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Source: stonewars.com
Title: lego ideas rules and guidelines explained
Link: https://stonewars.com/features/lego-ideas-rules-and-guidelines-explained/Source snippet
LEGO Ideas: Rules and Guidelines explained22 Jan 2021 — Since then, ideas based on active or announced licenses will be rejected. In addi...
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Source: reddit.com
Link: https://www.reddit.com/r/lego/comments/19ewq8k/why_are_so_many_ips_banned_from_lego_ideas/Source snippet
RedditWhy are so many IPs banned from Lego Ideas?January 25, 2024 — Lego bans IPs that they know won't work or that they won't want to pu...
Published: January 25, 2024
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Source: reddit.com
Link: https://www.reddit.com/r/legoideas/comments/ti2jbv/question_about_blocked_ips/Source snippet
ual property that may be denied via LEGO Ideas...Read more...
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Source: lego.com
Link: https://www.lego.com/en-gb/legal/notices-and-policies/fair-play -
Source: videogameschronicle.com
Title: lego is no longer accepting zelda fan submissions due to a license conflict
Link: https://www.videogameschronicle.com/news/lego-is-no-longer-accepting-zelda-fan-submissions-due-to-a-license-conflict/Source snippet
VGCLego is no longer accepting Zelda fan submissions due to '...9 Nov 2022 — Lego has blocked creators from submitting Zelda designs for...
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Source: ideas.lego.com
Link: https://ideas.lego.com/termsSource snippet
of ServiceIf you fail to comply with all of the requirements of this Section, you acknowledge that your intellectual property right in Co...
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Source: lego.com
Link: https://www.lego.com/en-gbSource snippet
ick sets and find the perfect gift for your kid...
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Source: lego.com
Link: https://www.lego.com/en-usSource snippet
ick sets and find the perfect gift for your kid...
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Source: lego.com
Link: https://www.lego.com/en-ca/service/help-topics/article/what-happens-to-my-product-idea-after-i-reach-10-000-supportersSource snippet
What happens to my product idea after I reach...Reaching 10,000 supporters is the biggest milestone you can achieve on LEGO® Ideas...
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Source: ideas.lego.com
Title: agree policies
Link: https://ideas.lego.com/agree_policiesSource snippet
Policies Have ChangedYour submissions must be your own work and no one else's, unless you are formally collaborating with another person...
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Source: lego.com
Link: https://www.lego.com/en-us/service/help-topics/article/using-lego-products-for-personal-projects -
Source: reddit.com
Link: https://www.reddit.com/r/lego/comments/63mg5n/lego_ideas_guidelines_updated_not_accepting/Source snippet
LEGO Ideas guidelines updated: Not accepting projects...It's clear that Lego never intended for any active licenses to be successful...
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Source: reddit.com
Link: https://www.reddit.com/r/lego/comments/19629tz/question_about_lego_ideas/Source snippet
Question about Lego Ideas: r/legoThere's a feature on Lego Ideas for when you're submitting a project. If your potential project is base...
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Source: reddit.com
Link: https://www.reddit.com/r/lego/comments/16k5pky/thoughts_on_lego_ideas_creators_earning_1_of/Source snippet
So the other 99% includes manufacturing, development, distribution and paying licences to themed sets and you get a few sets.Read more...
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Source: reddit.com
Title: does anyone understand the copywrite laws around
Link: https://www.reddit.com/r/lego/comments/iugpcs/does_anyone_understand_the_copywrite_laws_around/Source snippet
Can I do a video showing how to build a specific model?Read more...
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Source: profwurzer.com
Link: https://profwurzer.com/harnessing-crowds-without-losing-control-legos-ip-playbook/Source snippet
IPBA® ConnectLEGO's Open Innovation: Balancing Creativity & IPLEGO blends open innovation and IP protection, engaging fans via LEGO Ideas...
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Source: brickingaround.com
Title: lego ideas no longer allowing projects using existing ip
Link: https://brickingaround.com/2017/04/07/lego-ideas-no-longer-allowing-projects-using-existing-ip/Source snippet
This means that there...Read more...
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Source: thebrickfan.com
Title: lego ideas no longer accepting projects based on third party and active licenses
Link: https://www.thebrickfan.com/lego-ideas-no-longer-accepting-projects-based-on-third-party-and-active-licenses/Source snippet
Lego Ideas, as they can no longer submit their licensed models.Read more...
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Source: brickfanatics.com
Title: lego ideas has an even stricter policy when it comes to ip choice
Link: https://www.brickfanatics.com/lego-ideas-has-an-even-stricter-policy-when-it-comes-to-ip-choiceSource snippet
Brick FanaticsLEGO Ideas has an “even stricter policy” when it comes to...13 Sept 2019 — The LEGO Ideas team has confirmed that stricter...
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Source: brickipedia.fandom.com
Title: Brickipedia LEGO Ideas/Rejected Projects
Link: https://brickipedia.fandom.com/wiki/LEGO_Ideas/Rejected_ProjectsSource snippet
"The Bus" LEGO Set - Rejected due to license overlap; Hulkbuster UCS - Rejected due to license overlap; Lego Store Modular...Read more...
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Source: Wikipedia
Title: Lego Ideas
Link: https://en.wikipedia.org/wiki/Lego_IdeasSource snippet
Lego Ideas... Lego, such as [Star Wars]({{ 'star-wars/' | relative_url }}) and Harry Potter. All eligible projects are collectively reviewed in the order of whichever proj...
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Source: brickfanatics.com
Link: https://www.brickfanatics.com/one-reason-become-a-lego-ideas-fan-designerSource snippet
This is one reason to become a LEGO Ideas fan designer28 Oct 2025 — Every LEGO Ideas fan designer gets 10 copies of the model which they...
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Source: brickfanatics.com
Title: lego ideas space creativity licenses ip
Link: https://www.brickfanatics.com/lego-ideas-space-creativity-licenses-ipSource snippet
LEGO Ideas: A space for creativity or miscellaneous...30 Oct 2025 — The LEGO Ideas team has just announced six new confirmed sets are on...
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Source: brickfanatics.com
Title: Does LEGO Ideas need a rethink?
Link: https://www.brickfanatics.com/lego-ideas-fan-platform-new-milestoneSource snippet
Fan-powered platform...14 Jul 2025 — LEGO Ideas projects need to hit 10,000 supporters on the fan-based platform before they can enter t...
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Source: gameofbricks.eu
Title: lego ideas and how to turn your lego imaginations to get royalties
Link: https://gameofbricks.eu/blogs/news/lego-ideas-and-how-to-turn-your-lego-imaginations-to-get-royaltiesSource snippet
Lego® Ideas and how to turn your Lego® imaginations to...2 Nov 2021 — The original designer or the person who initially brought on the i...
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Source: gameofbricks.eu
Title: lego ideas and how to turn your lego imaginations to get royalties
Link: https://gameofbricks.eu/blogs/news/lego-ideas-and-how-to-turn-your-lego-imaginations-to-get-royalties?srsltid=AfmBOorqK58QhZ7p4U5PQyqwprv-BFndCGSfqV1FyeU8ALJeoN3USpPXSource snippet
Lego Ideas and how to turn your Lego imaginations to get...Nov 2, 2021 — The original designer or the person who initially brought on th...
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Source: brothers-brick.com
Link: https://www.brothers-brick.com/2016/06/22/lego-ideas-guidelines-and-terms-of-services-updated-makes-submission-rules-tighter-news/Source snippet
LEGO Ideas guidelines and terms of services updated...Jun 22, 2016 — The two biggest changes are a 3,000 piece, single-box limit for all...
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Source: idisplayit.co.uk
Title: LEG O IDEAS Program
Link: https://www.idisplayit.co.uk/news/lego-releases/lego-ideas-program-what-it-is-and-how-to-submit-an-idea/?srsltid=AfmBOoqVV_3MLCuiB50muK46oLayGrknyph7369nOb2dmjo-DE-mPXIKSource snippet
LEGO IDEAS Program - What It Is and How To Submit...Sep 2, 2024 — There is a time frame within which the 10,000 supporters must be achie...
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Source: toysnbricks.com
Link: https://www.toysnbricks.com/lego-ideas-how-it-works-fan-voting-and-how-to-submit-your-design-full-guide-to-lego-ideas-platform-program/Source snippet
LEGO Ideas: How It Works, Fan Voting, and How to Submit...Dec 7, 2025 — And based on the company's policy, you simply need 10,000 suppor...
Additional References
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Source: linkedin.com
Link: https://www.linkedin.com/pulse/case-study-legos-playbook-intellectual-property-leticia-caminero-hs8ze -
Source: binodpanda66.medium.com
Title: crowdsourced creativity lego ideas case 703701e27b49
Link: https://binodpanda66.medium.com/crowdsourced-creativity-lego-ideas-case-703701e27b49Source snippet
Ideas Case Study: Crowdsourced CreativityAnd when an idea gathers 10,000 'supports' from the community, it is selected for being reviewe...
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Source: thebrickblogger.com
Title: no more active licenses on lego ideas
Link: https://thebrickblogger.com/2017/04/no-more-active-licenses-on-lego-ideas/Source snippet
19 Apr 2017 — LEGO Ideas will no longer accept new submissions based on third-party licenses that are active in the LEGO Group's portfoli...
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Source: ipo.blog.gov.uk
Title: legocy in the making an ip story
Link: https://ipo.blog.gov.uk/2025/03/20/legocy-in-the-making-an-ip-story/Source snippet
in the making: an IP story20 Mar 2025 — IP is vital to LEGO and the toy industry, providing essential protection and incentives for manuf...
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Source: bzpower.com
Title: Licensed Theme Resentment
Link: https://www.bzpower.com/topic/29002-licensed-theme-resentment/Source snippet
LEGO DiscussionApr 21, 2020 — What I am trying to say is that the theme of franchises replacing original ideas is not just happening with...
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Source: harrisbricks.com
Title: the lego ideas process
Link: https://harrisbricks.com/2022/the-lego-ideas-process/Source snippet
Jul 31, 2022 — The first thing you need to do (if your idea is based on a licensed property/IP) is make sure your idea is able to be a LE...
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Source: youtube.com
Title: How LEGO Turned Fan Ideas Into BILLIONS
Link: https://www.youtube.com/watch?v=-Pi1kYXrAyQSource snippet
BrickCast Ep. 90I'm going to give you a little bit of history on it, talk about some of the impressive sets, how it works, talk about som...
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Source: rebrickable.com
Title: small set 2026
Link: https://rebrickable.com/blog/823/small-set-2026/Source snippet
[April Fools] LEGO to limit set sizes in 20261 Apr 2025 — In an unexpected move, LEGO has announced that in 2026, it will pause the relea...
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Source: youtube.com
Link: https://www.youtube.com/watch?v=9g_XzFdM6LgSource snippet
their own ideas for Lego sets...
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Source: youtube.com
Title: The Brutal Reality of LEGO Ideas
Link: https://www.youtube.com/watch?v=o040w6sQ3vQSource snippet
Why Your LEGO Ideas Project Will Never Become a Set...
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