When Ideas Generate Value: How LEGO Profitably Democratized Its Relationship with Fans

Botorić, Vlada

doi:10.1007/978-1-4471-6681-8_9

Cited by 3 publications

(1 citation statement)

References 14 publications

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“… 2. See, for example, Botoric (2015) , Chadwell (2015) , Kücklich (2005) , Levin (2009) , Lobato, Thomas, and Hunter (2011) , Lothian (2009) , Scholz (2012) , Varul (2014) , and Zwick, Bonsu, and Darmody (2008) . …”

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confidence: 99%

“How Do Those Danish Bastards Sleep at Night?”*: Fan Labor and the Power of Cuteness

Goggin

2018

Games and Culture

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This article considers LEGO’s fans and how their labor was mobilized to create The LEGO Movie. Many aspects of this film make it a compelling case study for ludic economies, such as the film’s self-conscious humor that suggests an awareness on of the company’s brand-growing strategies. My argument will address fans’ response to how LEGO has farmed their labor and the lack of resistance encountered in the extraction thereof. I will suggest explanations as to why this is the case, including the kinds of affect generated by LEGO and LEGO narratives as they are transmediated across platforms, from bricks, to animation shorts, to The LEGO Movie. This investigation will include a discussion of LEGO’s staying power in light of one particular aesthetic—cuteness—that contributes to the affective bonds people form with the bricks and the impact of this bond on consumer subjectivities.

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“How Do Those Danish Bastards Sleep at Night?”*: Fan Labor and the Power of Cuteness

Goggin

2018

Games and Culture

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Social Media and the Future of Creativity at Work

Carter

2018

The Palgrave Handbook of Creativity at Work

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Towards a monumental experience: Fandom and corporate imaginary within the LEGO inside tour

Botorić

2024

Journal of Consumer Culture

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Global car, fashion, and media brands invite enthusiasts to participate in corporate values through brand museums, visitor centers, and factory tours. Those guided tours offer a means to engage their fanbase with the product/service in a more interactive and immersive manner. This study has in its focus the LEGO Inside Tour as a branded assembled spatial story of experiential consumption. Rather than focusing on theme parks as a historically proven place-based engagements with the industry, this study embarks on a journey into a consumer experience via architectural, material and performative inside tour created by the LEGO Group as a corporate engagement strategy filled with commodified meanings of fandom and nostalgia. Drawing from ethnographic fieldwork as a participant observer during the 3-day LEGO Inside Tour in Denmark, the author will discuss the externalization of LEGO brand values into meaningful spaces with symbols of LEGO corporate culture and nostalgia. Finally, the study offers a contextualization of a monumental experience in brand-related places and its role in the contemporary fandom.

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When Ideas Generate Value: How LEGO Profitably Democratized Its Relationship with Fans

Cited by 3 publications

References 14 publications

“How Do Those Danish Bastards Sleep at Night?”*: Fan Labor and the Power of Cuteness

“How Do Those Danish Bastards Sleep at Night?”*: Fan Labor and the Power of Cuteness

Social Media and the Future of Creativity at Work

Towards a monumental experience: Fandom and corporate imaginary within the LEGO inside tour

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