The LEGO Group is gearing up to test new consumer products and experiences through a series of pilot projects designed to elicit real-time feedback from customers.

The first initiative will see LEGO Forma—a building system for adults inspired by LEGO Technic—launch for testing on crowdfunding platform Indiegogo, which has  10 million users.

Inspired by nature, the Forma range features a number of skins (foil sheets) that let users create different interpretations of plants and animals. Its debut model is a fish, which takes a few hours to construct. Four different skins can change everything from the model’s color to its shape.

This pilot project is a limited-run affair, and the goal is to gather information from Indiegogo about the appetite and market for the product. According to LEGO, this new strategy will foster innovation and minimize the time it takes new products to reach shelves.

This is the first time the company has worked with a crowdfunding platform, but using these types of tools is becoming increasingly popular with big toycos. Hasbro has partnered with Indiegogo for its annual Gaming Challenge, giving independent game designers in the US, UK, France, Germany and Canada a platform to promote and develop their ideas. The winner receives a cash prize and a trip to Hasbro’s headquarters for advice and assistance from the company’s game development team.