This month, an official 3D movie about LEGO has seen the light: The Lego Movie. Unfortunately, the editors at 3dprinting.com are a little bit too old to tell you something about it, but according to IMDB it must be pretty good. As it usually goes, one hype is followed by another and the latest hype for LEGO has something to do with 3D printing. The giant toys retailer is exploring the possibilities of letting customers 3D print their own toys.
According to the Financial Times, John Goodwin – LEGO’s CFO, says the brand is “looking very intently at it and monitoring it, looking at what potential opportunities there are for consumers.” Goodwin thinks “3D printing is a fascinating development and certainly opens up a lot of new avenues.” LEGO chief marketing officer Mad Nipper adds: “It could well be that it might be an exciting opportunity to print your own bricks.”
As you can imagine, tradition toy brands such as LEGO need to constantly be innovative in order to beat the competition from virtual games. The brand therefore came up with Minecraft, an online game using virtual bricks, which has been very successful with more than 100 million people playing the game. However, just like most companies LEGO will also need different ways to keep on improving its business. 3D printing seems to be a useful technique for this.
Customers might therefore be able to customize their own LEGO figures in the future. If – for some reason – you would really want your own personalized LEGO figurine today, then it will be useful for you to know that it’s already possible. Minifigs.me (images) is a company which offers a service where people can print out their own LEGO figures based on a photo of a friend.
Even though the company has positive feelings towards letting customers 3D print their own bricks, LEGO thinks the technique will not be used for its own production process. The company produces more than 2000 bricks a second, which comes down to 55 billion a year. 3D printing as a technique is still too slow to replace the LEGO system.
Credits images: Minifigs.me.