Lego of my heart: Toy company lets consumers design their own models

Billund, Denmark – A customised love heart made of Lego could be the ultimate Valentine’s present this year. The Danish company’s new Design byME concept lets consumers design their very own Lego model, then have the bricks shipped to them in a custom-designed box. By downloading the Lego Digital Designer 3 software (for free), Lego fans can view other items, and upload their designs to a public online gallery. As explored in our Brandtocracies trend report, brands are increasingly collaborating with consumers to produce co-created products.