1. communication
• what we buy
• how we use it
custom color shape size number joint texture /
of pieces feeling
baby duplo quatro 4+
pieces lego
storage
retrieval elements
organization
characters
by self destruction lego themes stories
by others
cannibalization split idea user ideas creativity
undoing what you can make imagination
prop
stories enjoy build collaboration
display doing physical limitations
functionality
toy
artifact place
user what you do make
age / development stage
objects characters environments
movie sets paintings models replicas abstractions
communication
• what we sell

2. communication
• what we buy
• how we use it changing super duplo 3d connections
color micro pieces
ID sound custom color shape size number joint texture /
of pieces feeling
baby duplo quatro 4+
lego-vacuum
block sorter
closable mat pieces lego
storage
carryiing bag retrieval elements
organization
characters
explosion by self destruction lego themes stories
auto-kill by others
cannibalization split idea user ideas creativity
undoing what you can make imagination school collaboration
adult collaboration
prop
stories enjoy build collaboration share instructions
display doing physical limitations
functionality
artifact
toy taking specific
piece out
place
user what you do make
age / development stage bridging age gap
objects characters environments
movie sets paintings models replicas abstractions making furniture 2d and 3d puzzle
micro-pixel painting
communication
• what we sell

3. communication
• what we buy
• how we use it changing super duplo 3d connections
color micro pieces
ID sound custom color shape size number joint texture /
of pieces feeling
baby duplo quatro 4+
lego-vacuum
block sorter
closable mat pieces lego
storage
carryiing bag retrieval elements
organization
characters
explosion by self destruction WHYlego themes stories
auto-kill by others
cannibalization split idea user ideas creativity
undoing what you can make imagination school collaboration
adult collaboration
prop
stories enjoy build collaboration share instructions
display doing physical limitations
functionality
artifact
toy taking specific
piece out
place
user what you do make
age / development stage bridging age gap
objects characters environments
movie sets paintings models replicas abstractions making furniture 2d and 3d puzzle
micro-pixel painting
communication
• what we sell

4. communication
• what we buy
• how we use it changing super duplo 3d connections
color micro pieces
ID sound custom color shape size number joint texture /
of pieces feeling
baby duplo quatro 4+
WHAT
lego-vacuum
block sorter
closable mat pieces lego
storage
carryiing bag retrieval elements
organization
characters
explosion by self destruction HOW WHYlego themes stories
auto-kill by others
cannibalization split idea user ideas creativity
undoing what you can make imagination school collaboration
adult collaboration
prop
stories enjoy build collaboration share instructions
display doing physical limitations
functionality
artifact
toy taking specific
piece out
place
user what you do make
age / development stage bridging age gap
objects characters environments
movie sets paintings models replicas abstractions making furniture 2d and 3d puzzle
micro-pixel painting
communication
• what we sell

5. what we sell is what they buy
WHAT pieces artifact
elements what you do make
WHY idea enjoy
what you can make display
but
HOW build split how they use it?
doing undoing

6. What Lego sell
WHAT pieces artifact
elements what you do make
WHY idea enjoy
what you can make display
HOW build split
doing undoing
What users do with it

7. PERSON TO UNIVERSE
creativity characters
imagination stories
user ideas lego themes
idea
what you can make
movie sets
characters replicas
environments abstractions
artifact objects paintings
what you do make
models
split build
collaboration place
doing
age / development stage physical limitations
functionality
enjoy
prop
PERSON
TO PERSON ? cannibalization display
stories
toy PERSON TO
ENVIRONMENT
undoing
by self
by others
organization
storage
retrieval
destruction
pieces
elements
baby duplo quatro 4+
number texture /
size color joint of pieces shape custom feeling
THING TO THING

8. What is.......... W H AT L E G O S E L L
characters
stories lego themes idea
what you can make
size
baby
pieces
color
joint duplo
number of pieces
shape quatro elements
custom 4+
texture / feeling
M AT E R I A L PROCESS
Why and What how
creativity
imagination
user ideas idea build collaboration
what you can make doing physical limitations
place
stories
prop
toy functionality
enjoy age / development stage
display
storage
organization retrieval
movie sets
paintings
objects artifact split destruction
by self
what you do make undoing
models characters cannibalization by others
replicas environments
abstractions
W H AT U S E R S D O

9. What could be W H AT L E G O S E L L
school collaboration
adult collaboration
share instructions
build collaboration
physical limitations
doing taking specific
piece out
place
characters
stories lego themes idea age / development stage bridging age gap
what you can make
size lego-vacuum
baby storage block sorter
pieces
color organization retrieval closable mat
duplo
split
joint
number of pieces carryiing bag
shape quatro elements destruction
undoing by self
custom 4+ cannibalization by others explosion
texture / feeling
auto-kill
M AT E R I A L PROCESS
Why and What how
creativity
imagination
user ideas idea build collaboration
what you can make doing physical limitations
place
stories
prop
toy functionality
enjoy age / development stage
display
storage
organization retrieval
movie sets
paintings
objects artifact split destruction
by self
what you do make undoing
models characters cannibalization by others
replicas environments
abstractions
W H AT U S E R S D O

10. What is
WHY WHAT HOW
WHAT LEGO SELL
idea what you can make pieces elements
characters size
lego themes stories baby color
joint
duplo number of pieces
quatro shape
4+ custom
texture / feeling
idea what you can make artifact what you do make build doing
WHAT USERS DO
user ideas
creativity movie sets collaboration
imagination objects paintings
physical limitations
characters models
place
enjoy display environments replicas
abstractions age / development stage
stories
functionality prop
toy
split undoing storage
retrieval
organization
destruction by others
cannibalization by self

11. What could be
WHY WHAT HOW
WHAT LEGO CAN SELL
school collaboration
build doing adult collaboration
share instructions
collaboration
idea what you can make pieces elements
taking specific
physical limitations piece out
place
size
lego themes
characters age / development stage bridging age gap
stories baby color
joint
duplo
quatro
number of pieces
shape split undoing storage
lego-vacuum
block sorter
4+ custom
retrieval closable mat
texture / feeling organization carryiing bag
destruction by others
cannibalization by self explosion
auto-kill
idea what you can make artifact what you do make build doing
WHAT USERS DO
user ideas
creativity movie sets collaboration
imagination objects paintings
physical limitations
characters models
place
enjoy display environments replicas
abstractions age / development stage
stories
functionality prop
toy
split undoing storage
retrieval
organization
destruction by others
cannibalization by self