ABSTRACT
The LEGO Group has developed a strong reputation as a leader in community building and empowering fans to contribute their creativity and building skills to developing new products and fostering engagement. This chapter examines the evolution of practices on the LEGO Ideas platform by analysing conversations about rules and purposes. The notion that consumers play a role in the cocreation of brands is well established in marketing. LEGO figured out how to market building blocks in the age of video games and widespread computing. Practices are dynamic and follow a certain trajectory as they are enacted. On LEGO Ideas, practices are authored by various actors at differing levels of aggregation and occupying diverse roles with respect to the brand and the market. LEGO has adjusted its terms of service and site guidelines for LEGO Ideas several times over the course of its existence.
