How an outside idea reaches a company, in its own words · checked 2026-10-29
How to sell a toy idea to The LEGO Group
Has a submission portal
LEGO takes product suggestions only through LEGO Ideas at ideas.lego.com, built from LEGO bricks. Ideas tied to other brands may be turned down. It has turned fan designs from LEGO Ideas into sets, and bought BrickLink.
“We can only accept product suggestions when they’re submitted to LEGO® Ideas, built out of LEGO® bricks and meet our other Project Guidelines.”
“Sometimes we have to turn down product idea submissions to LEGO® Ideas that refer to specific brands or licensed properties because we know that we won’t be able to secure the rights to them.”
What it says it looks for
“We also aren’t able to accept product ideas based on Star Wars™, DC or Marvel, Volkswagen and other brands that we already produce sets for.”
“We also no longer accept product ideas based on licenses or concepts that have been commercialized as official LEGO Ideas sets, even if the license is retired from the LEGO Group’s product portfolio.”
What it has bought from outside
2019
BrickLink (fan marketplace and designer program) from BrickLink Ltd.
“On 26 November 2019, The Lego Group acquired BrickLink Ltd. for an undisclosed amount. [ 5 ] [ 6 ] [ 7 ]” en.wikipedia.org
1998
Star Wars from Lucasfilm
“Originally it was only licensed from 1998 to 2009, but the Lego Group extended the license with Lucasfilm, first until 2011, then until 2016, then again until 2022, [ 3 ] and then once more until 2032. [ 4 ] [ 5 ]” en.wikipedia.org
Fan-designed LEGO Ideas sets (1% royalty to the designer) from independent fan designers
“Users that have their projects produced receive ten copies of the final set, as well as a 1% royalty of the product's net sales and credit and bio in set materials as the Lego Ideas set creator. [ 3 ] [ 19 ]” en.wikipedia.org
