LEGO Haunted House – LEGO Design share some innovation

Lego bricks

The LEGO design team are at it again. When they aren’t designing forests in the Australian outback, or producing feature length movies that is.

The company is proud enough (and confident enough) in its designers to allow them some video time to introduce their creations.

The first one I saw was for the exceptional 1962 VW Combi Campervan. The natural enthusiasm of the unscripted monologue from a young designer is infectious.

This example is for their new Haunted House which will be available in September 2012. The designer is clearly a Munsters fan.

What a huge compliment to the designers that they are allowed to release their creations to the public and trade in this way. Their amateur efforts are truthful and completely engaging. They leave you with a memorable impression of the model, its key features and how it came into being. Great examples of “re-used” parts from other kits feature throughout.

The Haunted House is part of the new Monster Fighters line.

I features all of the classic movie monsters (vampires, werewolves, zombies, etc.) against a collection of Victorian-inspired steampunk heroes, led by Dr. Rodney Rathbone, in a quest to obtain the full set of “Moonstones” – which are required to take over the world.

The Haunted House has over 2,000 finger numbing pieces to build the gate, porch, fireplace, kitchen, office, attic, bedroom, potion room and music room, and will sell for $180 for which you get:

  • 6 minifigures: Mr. and Mrs. Vampyre, zombie chef and butler, and two ghosts that glow-in-the-dark
  • A cool “crooked” design with boarded up windows and wonky shutters
  • A fireplace that swings open, with a ship in a bottle on the mantle
  • A kitchen with an old-style stove, jars and table
  • A hidden lever in the chimney which releases a secret staircase to the attic
  • A gramophone, records and newspaper Lego bricks
  • Stickers for wall hangings, spider webs and curtains

I used to work in the toy industry. This LEGO stroke of genius in allowing designers to spruke their wares on-line is the equivalent of us (way back in the day…) getting the designers in front of key retail buyers.

This was always the most effective way to sell toys and LEGO have uniquely embraced this through today’s technology and the social media fascination in the very flexible Billund brick brand.

LEGO logo

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More fun with LEGO – how much LEGO does a house need?

English: Innovative Design James May's famous ...

English: Nominal dimensions of standard Lego b...

Lego My House

In my last post I extolled the virtues of the flexible brick brand.

More and more examples are cropping up including this nice application (click the link above). As well as a forest in the outback!

Who doesn’t want to know how many LEGO bricks are in their own home?

You might even have a Haunted House, and yes LEGO now have one of those as well.

Lynx Anarchy Invisible ad in Sydney House

Video

Lynx have been successfully using activation stunts to great effect (ref Virtual Fallen Angels posted earlier).

They get the technology and apply it in a way that drives the PR around the brand and builds brand fame. Even after all these years it still breaks new ground with innovative ideas and causes a stir.

This keeps it fresh and relevant to the target and is integrated into the creative in more traditional media work.

Soap were responsible for this and ECD Brad Eldridge said: “We wanted to create something as disruptive and innovative as the product itself. We used a clever hack combining LCD screens and polaroid glasses to create something that extends the campaign in an innovative and unique way.”