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Barbie Cute Horse town

Which game is played with the keys?

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we were making the wrong products, and we were not even able to deliver the products that people wanted to the stores. Their fans knew what was wrong, but LEGO company executives weren’t paying attention to the community that had grown around their product. The seed of change had been planted a few years earlier with the release of a product called Mindstorms. This little yellow brick, developed by LEGO and MIT, turns LEGO creations into interactive robots. For us this was a great opportunity, ’cause we saw a great potential of combining LEGO and computers. LEGO had in mind that they would develop it, and then kids would play with it in the prescribed way, and they had as an audience children, their standard, traditional audience. MITCHEL: But it really sort of captured the imagination of people of all ages, not just the young people that Mindstorms was initially intended for. In fact, in the first year that Mindstorms came out, half of the sales were to adults for adult use. Then there was someone who liked LEGO who was at Stanford and was like, “Hmm, this brick, I could hack that open and reverse engineer it.” And they were opening up the Mindstorms. They were writing new software for it. ERIC VON: Within three months, a thousand hackers were working on it. And this was rather a shock for them. LEGO’s response was pretty much like, “What is this?” They’re taking apart what we created. I mean, we put this together, so it shouldn’t be taken apart. That’s our secrets. There was a lot of questions in our leadership. We could either take the aggressive and protective and controlling route, and the other route would be to say well, this is, uh, interesting. In most companies, and also in a very traditional way of innovating was to have it super-secret. It’s like closed walls, sign on the “X,” and we couldn’t say anything. We had a lot of internal discussions with our lawyers, top management was involved. Kjeld had to stand up and say, “But I want this. We’re a company who makes things that people can create with.”


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