LEGO Lab: Ongoing test of the "Design your own LEGO CITY set" concept

LEGO is currently testing in Denmark a new concept that could eventually be available one day in our region: The creation of a custom LEGO CITY set by the customer who chooses the contents of his box from a selection of constructions, vehicles and minifigs .

The process of selecting the different elements that will make up the content of this custom set is still very scripted with a limited selection of eleven minifigs, nine vehicles, six buildings and four pets but it is really possible to imagine a set based on the centers of interest of the recipient.

Not all combinations are possible with the thirty elements offered, and the composition of the set quickly reaches its limits depending on the number of minifigs and vehicles chosen. Five minifigs and four vehicles, for example, prevent adding a building or a pet and you have to remove some elements to be able to add others.

When the selection is complete, it is possible to personalize the box by adding for example the first name of the child who imagined the contents of the set. It is then necessary to go to the checkout, the product being directly added to the basket on the Shop where it is invoiced 649 Danish kroner or a little more than 87 € at the current exchange rate. It might be a bit pricey, but it's the price to pay to get a truly personalized product, even in the appearance of the packaging.

The interface of "creation" of the personalized product is very successful, it is fluid, clear, easy to use and accessible even to the youngest who can spend a long time there carefully choosing the characters, vehicles and structures that will make up the set. ideal. Each of the selected elements is positioned on the box in real time and it is even possible to rearrange the visual to obtain something coherent and attractive. At the end of the process, we get a presentation of the final product as it will be manufactured and delivered to the customer.

This is not a first for LEGO, other experiences of the same type have already been proposed by the manufacturer a few years ago via the initiative Lego factory / LEGO Design by ME which still allowed in 2012 to buy a personalized Hero Factory figurine as part of the service Hero Recon Team.

IF you want to access the interface for creating this new service which can be found at this address to get a better idea of ​​this, you may need to go through a VPN and use an address located in Denmark. LEGO blocks access to visitors from certain geographic areas.

I remind you for all intents and purposes that this is only a limited test in Denmark for the moment and that it is therefore not guaranteed that the concept will one day be accessible elsewhere.