Called Lego World Builder, the platform lets users propose story worlds, characters and other ideas by uploading concept art, videos and descriptions. Lego’s most ardent fans will stay engaged on Lego World Builder, as the company mines them for ideas to reach consumers across a fragmented media landscape, he added. Crowdsourcing through Lego World Builder will allow the company to gradually develop new franchises, said James DeJulio, chief executive of Tongal. Lego World Builder could also enlist fans while avoiding a pitfall common in unsolicited pitches: lawsuits over intellectual-property rights. Eighty-five of the 208 beta testers of Lego World Builder do not work in creative fields, according to Tongal.

Source: Wall Street Journal August 24, 2020 03:56 UTC