If you're like me, you probably played the Legos as a kid. Perhaps some of you still do. In addition to being one of the world's most popular toys, Lego is also one of the planet's most valuable brands. Thus is a great example for our first exercise, our customer co-creation. We'll take a careful look at a proper co-creation initiative called Lego Ideas. Lego was established in Denmark back in 1949, a long time ago. Since that time, it's sold it's bricks to over a billion people across the world. Most of these folks, perhaps all of them, have reassembled these Lego bricks in combinations the company never could imagine. So there's lots of untapped creative potential that can be used to generate new products. Now, that's exactly what the Legos Idea is all about. The Lego Ideas platform was officially launched in 2014, it allows fans to submit their new product concepts or even ideas for entire Lego set. Every month, this website receives hundreds of submissions of Lego fans all across the world. It also allows other fans to support these ideas. Now, if a given submission receives 10,000 supporters, it's officially reviewed for the Lego team for possible development it has a new product. On average, Lego has been launching about 10 of these ideas as official Lego products every year. So this initiative plays a key role in Legos product development strategy. Now the goal of this exercise is to help you gain a deep understanding of how firms employ co-creation through digital platforms and how people respond to these types of initiatives. Let me show you how to do the Lego Ideas exercise. First of all, type in Lego ideas. There it is. This is really a simple site to navigate. Click on Explore and go down to Product Ideas. You can also search on themes and simply find an entry that grabs your attention. I was always a big at Seinfeld, and perhaps you've seen that TV show before. It looks like someone designed a anniversary set for the 30th anniversary of the show with the various characters. So once you find your idea, you can take a look at the pictures that were uploaded at the Legos, and see some comments where people have said about it, [inaudible] You can also see the statistics. So this one has a little bit over 6,000 supporters and if it hits that magic number of 10,000, Lego will officially review it. That's all I need to do to begin your exercise. Now here's your assignment. First of all, record the names of the three ideas that you liked. Second, tell us how this co-creation platform made you feel about Lego, the company in general. Third, what type of co-creation is this, collaborating, tinkering, designing, submitting, what type is Lego using in this Platform? Finally, what are your thoughts about Legos broader strategy, what is their goal behind Lego ideas? Well, that's it, I look forward to seeing your thoughts about my Lego ideas.