JKR

The ever informative brandgym blog pointed me towards this neat innovation from Lego: DESIGN by ME allows you to design your own model on line, and buy it, with a customised box and building instructions. As a brand stretch which keeps close to the brand’s equities, it’s smart and engaging.

But I think it’s also further evidence of the way products and brands are flexing to make the most of the design opportunities presented online. As  our shopping increasingly moves from bricks to clicks we will be seeing a more fluid and limber approach to the boxes and goods we bring into our homes.

The Farmville 7-Eleven packs and suchlike are just the beginning of the blurring between the digital and physical manifestation of brands. And Lego’s innovation also squarely hits the “enable our consumer’s creativity” trend that has been rumbling on for a few years now, and which drives ever greater engagement between customer and brand.