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THE LONG TAIL

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LEGO Factory: Customer-Designed Kits

KP KA VP CR CS PATTERNS

LEGO Factory builds a
LEGO has to provide Long Tail community
and manage the around customers who
platform and logistics are truly interested in
that allow packaging niche content and want
and delivery of custom- to go beyond oΩ-the- Thousands of new,
made LEGO sets shelf retail kits customer-designed kits
LEGO Factory substan- perfectly complement
tially expands the scope LEGO’s standard sets
Customers who build of the oΩ-the-shelf of blocks. LEGO Factory
post them online become KR LEGO fans the tools to CH connects customers
kit oΩering by giving
new LEGO designs and
who create customized
key partners generating build, showcase, and designs with other cus-
content and value sell their own custom- tomers, thus becoming
LEGO has not yet fully designed kits LEGO Factory’s existence a customer match-
adapted its resources depends heavily on the making platform and
and activities, which are Web channel increasing sales
optimized primarily for
the mass market

C$ R$

LEGO Factory aims to generate small revenues from a large number
LEGO Factory leverages production and logistics costs already of customer-designed items. This represents a valuable addition to
incurred by its traditional retail model traditional high-volume retail revenues

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