LEGO World Builder 2
Consumer Products

To find the next Ninjago, LEGO crowdsources ideas

Fans from around the world will be able to help create new stories based on the brickmaker's IPs through a new platform launched in partnership with Tongal.
August 24, 2020

The LEGO Group is ready to hear from fans. The company is partnering with Tongal to launch LEGO World Builder, a story development platform that connects creators around the world with the LEGO team in order to encourage the creation of new stories and shows.

LEGO World Builder is powered by Tongal’s technology and open to anyone over the age of 18. Creators can pitch their own stories or collaborate with other fans, writers, animators and designers to develop content through the platform. In addition to connecting creators from around the world, the platform also connects those fans with the team at LEGO. This opens up opportunities for collaboration, professional feedback, and the option for the toyco to buy the rights to new concepts.

“We hope the next Ninjago or LEGO Masters could come from this collaboration,” said Keith Malone, LEGO Group’s senior director of content development, in a statement.

The LEGO team will also launch challenges through the platform, allowing fans to share their own take on existing properties.

This partnership comes as the brickmaker continues to focus on content. Earlier this month, Disney+ acquired a festive special from the company that is set to premiere on November 17.

LEGO and Tongal first partnered in 2012 on a social media push. The online talent sourcing platform has also teamed up with the likes of Disney and Universal Brand Development. Earlier this year, Tongal secured a US$13-million investment as part of a financing round led by New York private equity firm Insight Partners, with participation from California-based entertainment company Endeavor.

About The Author
Elizabeth Foster is Kidscreen's Copy Chief & Special Reports Editor. Contact Elizabeth at efoster@brunico.com

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