Even if you're not an official LEGO designer, if you love LEGO and enjoy creating, you still have the chance to see your own design released as an official product! The key to making this possibility a reality is LEGO Ideas.
Today, the Toy People editorial team's LEGO special will focus on LEGO Ideas. However, this time we're not just going to simply introduce its history or product sets; instead, we want to delve deeper and uncover some little-known secrets about LEGO Ideas! For example, if your creation successfully passes review and is about to be officially commercialized, will there be any mysterious rewards? And how do you communicate product improvements with official designers?
To get first-hand information on this, we interviewed the original designer of the 42nd product in the Ideas series, "21334 Jazz Quartet," Taiwanese LEGO fan "LEGO7," and asked him to share some interesting stories you might not know.
However, when talking about LEGO Ideas, we must first start with the Lego Cuusoo platform. In the autumn of 2008, Japanese crowdfunding platform CUUSOO SYSTEM partnered with LEGO to launch a submission platform project called Lego Cuusoo, transforming many players' brilliant ideas and creations into official LEGO products. These included the "21100 Shinkai 6500 Submarine," which was exclusively released in Japan, the first globally released Cuusoo series product "21101 Hayabusa," and the classic masterpiece from "Back to the Future," "21103 DeLorean Time Machine," among others.
▼ The front of the "Shinkai 6500 Submarine" set packaging, released in 2001. Besides being exclusively released in Japan, only ten thousand sets were produced, making it an absolute dream item for many collectors.
▼ The "21103 DeLorean Time Machine," released in 2013, features a transformation mechanism, making it one of the best examples that compels you to buy three sets at once!
As this community flourished, Lego Cuusoo, which initially only offered a Japanese interface, not only launched an international beta version in 2011, but LEGO also announced the introduction of a new experience called "LEGO Ideas." This new platform would fully transfer creative projects and comments from Lego Cuusoo and integrate the core concepts of Lego Cuusoo.
Lego Cuusoo officially became history on November 1, 2014, and the new LEGO Ideas logo began appearing on sets. The submission and review mechanisms also became increasingly refined and rigorous. As long as your creation garners 10,000 votes of support, it can enter the review process and potentially be released as an official product. The prerequisites are that your work must not involve alcohol, drugs, sex, war, themes from LEGO competitors' toy lines, or themes that have previously appeared in the Cuusoo or Ideas series.
▼ Taking LEGO7's latest submission, "CAMPING TIME," as an example, besides the main work itself, the author's avatar, current support votes, and remaining days in the upper right corner of the screen are all noteworthy. If a creator's work has previously reached 10,000 votes of support, the words "10K Club Member" will appear below their name.
Next, let's dive into the main focus of this article: our interview with Taiwanese LEGO creator "LEGO7"~
Toy People: Hi LEGO7, could you please briefly introduce yourself to our Toy People readers?
LEGO7: Hello everyone, I'm LEGO7, based in Taipei. I usually work in graphic design and illustration, and I also graduated from a design-related department.
Toy People: When did you first get into LEGO, LEGO7? And how long have you been creating MOCs (My Own Creation)?
LEGO7: I rediscovered my childhood interest in 2016 while buying toys for my daughter, which led me to start creating with LEGO. It's been about seven years now.
Toy People: Besides the "Jazz Quartet" this time, what other works have you submitted to LEGO IDEAS, LEGO7?
LEGO7: I've submitted five projects in total. Besides the quartet, the more well-known one is probably the Hot Dog Stand.
▼ The "Hot Dog Stand," featuring a beautifully designed vehicle, rich details, and an adorable dachshund directly displayed on top, is also a personal favorite of our editor. It received much praise from LEGO fans (with a total of 8355 votes), but unfortunately, it didn't reach the 10,000-vote threshold within the time limit.
Toy People: Could you share with us the design philosophy behind your "Jazz Quartet"?
LEGO7: The Jazz Quartet was initially created for an official music-themed competition (MUSIC TO OUR EARS!). Due to the positive feedback, I revised it the following year and submitted it to the LEGO IDEAS platform. I chose jazz music because I've loved it since my student days. I've always found jazz very therapeutic, and it aligns perfectly with the feeling of assembling LEGO. Combining the two felt like a perfect match.
Toy People: Do you think there's a particular reason why the "Jazz Quartet" reached its goal so quickly?
LEGO7: I was quite fortunate. Of course, the most important factor was the choice of subject matter, which resonated with players worldwide. Additionally, participating in the competition the previous year already provided a certain level of exposure. And, of course, during the pandemic, more players were browsing and voting online, which I believe was also a contributing factor.
▼ You can see that LEGO7's earlier design for the MUSIC TO OUR EARS! competition did not include a base.
Toy People: Were there any particularly memorable aspects during the creation of the "Jazz Quartet"?
LEGO7：Because it was a submission for a competition, the entire process from conception to photographing the final product for submission took about three weeks. My most profound memory is being accompanied by three weeks of jazz music and coffee during the creation process.
TOY PEOPLE：Regarding your "Jazz Quartet" creation, what are the aspects you are most satisfied with, and what do you hope people will truly enjoy?
LEGO7：With this piece, besides conveying the therapeutic nature of both jazz music and LEGO, I wanted to capture the atmosphere of a live performance. The goal is that when people see this work, it's as if they can hear a jazz performance ringing in their ears.
Furthermore, I used many joint pieces to break away from the static, statue-like state of most completed LEGO sets. After building it, people can adjust the figures into their desired poses and play with them, much like other model kits or action figures.
TOY PEOPLE：For most LEGO fans, we usually find out that a LEGO IDEAS submission has been approved for production through official press releases. When did you find out that the Jazz Quartet would be officially commercialized, and how did LEGO notify you?
LEGO7：I found out it was selected three months before the official press release, so I had to keep it a secret for three months. LEGO notified me in a very humorous way. They scheduled an online meeting with over ten people under the pretense of discussing my submission, and then, when I was completely unprepared, they congratulated me on being selected. It was basically like them suddenly saying: "Surprise! Are you happy?!" (After all, there were as many as 57 projects in the same review phase as mine, so I wasn't very confident it would be chosen).
▼ The results of the first 2021 LEGO IDEAS review phase, where the "Jazz Quartet" and "The Office" were confirmed for production. The latter was officially released as set number 21336 on October 1, 2022.
LEGO7 also mentioned that during a meeting with LEGO, three designers were roasting marshmallows in the LEGO office lounge. They were using a LEGO-built campfire and LEGO marshmallows on sticks—what an incredibly fun scene!!
TOY PEOPLE：Could you share with us the process that takes place from the moment LEGO notifies you to the final commercialization of the product?
LEGO7：First, LEGO introduces the official designers who will be assisting with the modifications, in this case, Justin Ramsden and Ollie Gregory. After that, there are several video conferences to show progress and discuss revisions. Then comes the design of the instruction manual and packaging, and finally, there's a concluding meeting about the finished product. I also signed a ton of non-disclosure agreements during that period (laughs).
▼ Official designer Ollie Gregory is on the left, and Justin Ramsden is on the right.
TOY PEOPLE：In the time between the "Jazz Quartet" being confirmed for production and the release of the official set, were there any particularly memorable moments from your discussions with the official designers?
LEGO7：LEGO shows a great deal of respect for the original creator. First, they ask you to point out any areas you feel are lacking so the official designers can help improve them. For example, I suggested adjustments to the left and right hands and some modifications to the instrument details, and they integrated these changes perfectly. They also explained in detail the reasoning behind their modifications, ensuring there was thorough back-and-forth communication.
They proposed an instruction manual design that would move away from the usual photographic style, opting for an all-illustration format instead. First, they asked me to build a figure of myself in the same scale as the quartet, and they also showed me the figures they had built of themselves. Then, they had their graphic designer create illustrations based on these brick-built figures to include in the manual. This level of custom tailoring was very impressive. I'm usually the one designing for others, so this time I had the pleasure of enjoying the service of being designed by someone else.
▼ The author introduction photo that was originally intended for use in the instruction manual.
▼ LEGO7's self-portrait, built to the same scale as the quartet.
▼ A drawing of LEGO7 and the official designer, created by an official LEGO graphic designer.
Toy-People: Besides the printed "7" brick, what are your favorite modifications made by the official designer?
LEGO7: LEGO asks you what you'd like to add to the work to represent yourself as a memento—it could be a brick or a printed piece, and that's how the printed "7" piece came to be. My favorite modification is the female pianist. The addition of a female character, a diverse body type, and the bright yellow outfit really adds the perfect finishing touch to the whole piece, making the jazz flavor even richer.
Toy-People: This next question might be a bit direct, but I'm sure many toy lovers and LEGO fans are dying to know: when your design becomes an official LEGO IDEAS product, does LEGO offer a share of the profits? Or are there other special prizes?
LEGO7: LEGO IDEAS has publicly stated rules. During the sales period, the creator receives a share of the profits—1% of the net sales, plus ten copies of the final product. As for the sales figures, I've signed a non-disclosure agreement, so I can't disclose that information.
Toy-People: Besides the "Jazz Quartet," which is your favorite LEGO IDEAS set? And for you personally, is there a LEGO set that holds special meaning?
LEGO7: My absolute favorite is "6074 Black Falcon's Fortress," which is full of memories because my grandmother bought it for me when I was a child. Although I lost it when we moved, I bought a second-hand one from abroad to add to my collection after I grew up. As for my favorite IDEAS set... I love them all! These products break away from LEGO's established product lines, and compared to the more standard LEGO themes, every single one is a wonderful surprise to me.
LEGO7 also shared a part of his treasured collection with us: First are the printed minifigures from "Rebrick," LEGO's official creative competition platform. LEGO7 mentioned that these minifigures could only be obtained by participating in the competitions. These rare items, which would make any LEGO collector's eyes light up, have also attracted inquiries from many international players about their price!
▼ The white trophy below is a souvenir given to exhibitors when LEGO7 was invited to display his creation at the LEGO House in Denmark in 2019. On the left is an upscaled LEGO brick he made, which has been signed by the 15 creators who participated in the exhibition.
Toy-People: When you're creating, do you build with physical parts or use digital design software?
LEGO7: It depends on the situation. I mostly build with physical bricks. When I can't get my hands on the bricks, or if I'm missing certain colors or parts, I'll use software to create a draft or work out the concept.
Toy-People: Following up on that, when you do build with physical parts, do you draw sketches beforehand, or do you figure it out as you go?
LEGO7：As a habit from studying design, I usually draw a lot of sketches or collect reference images. However, there are often many modifications during the building process, so the final product usually ends up being quite different from the initial sketches.
▼ The sketches alone are impressive!
Toy People：Are there any recent sets that you're really interested in or planning to get?
LEGO7：Lately, the one I'm most excited about is the new Hulkbuster (76210)! Its incredible size and detail make me really want to get it.
Toy People：To you, what are toys?
LEGO7：Toys are sacred relics that increase your MP (Magic Points). Playing with them boosts your sense of joy and creativity. A very nerdy answer (laughs~)
Taking this opportunity, we also asked LEGO7 about his method for sorting LEGO parts. He primarily uses part dividers and drawer cabinets, which is a very typical organization method for LEGO creators! Being able to "find the parts you want in their corresponding compartments"—if done well—can definitely boost creative efficiency significantly!
LEGO7 also mentioned that he doesn't really collect complete sets; he usually takes them apart. The only exceptions are special autographed sets, which he keeps. So, we can consider the picture below to be LEGO7's LEGO collection XD!
LEGO7 also shared with us some wonderful photos from his 2019 trip when he and another Taiwanese LEGO creator, "Odi," were invited to exhibit at the Masterpiece Gallery in the LEGO House in Denmark!
An autographed set from a previous fan meet-and-greet event with LEGO7. It's really cool to be able to own a LEGO set signed by the original creator!
▼ Ashin from Mayday also has this Jazz Quartet set in his collection!
Through this interview with LEGO7, we not only feel happy for him once again but also got a glimpse into the behind-the-scenes process of how a LEGO Ideas set comes to life. Whether it's seeing your own design become an official product or being able to communicate with official LEGO designers and make adjustments to perfect your work, it's surely a precious and unforgettable life experience! We hope to see more of LEGO7's creations in the future and look forward to more LEGO fans from Taiwan actively submitting their designs, turning their favorite ideas into official LEGO sets!