More on LEGO World Builder
Posted by Huw,
The announcement about LEGO World Builder on Monday left many people wondering what it is and what it's good for. Brickset member GoldenNinja3000 was a beta tester who has had his idea purchased by LEGO already, so is in a good position to tell us:
Hi! I’m GoldenNinja3000, and I was one of the beta testers for LEGO World Builder over the summer. I’m also one of two beta testers who had their idea purchased by LEGO! I think that many people are confused about the purpose of this project, and I know I was when I first heard about it. The purpose of this article is to hopefully shed some more light on LEGO World Builder and talk a bit about the beta testing and development process.
The way I like to think about World Builder is that it’s LEGO Ideas for actual ideas. The LEGO Ideas platform covers sets, but not any other branch of LEGO content. Ideas has worked very well for many years and has produced some of LEGO’s best and most unique sets, like the recent 21323 Grand Piano. However, there’s no way to submit any other concepts, which can be disappointing if you’re like me and have lots of original ideas but not an idea for a one-off LEGO set.
That’s where LEGO World Builder comes in. With World Builder, fans can submit high-concept ideas for original content like a TV series, movie, YouTube video, or anything else!
During beta testing, Tongal pitched it as “finding the next Ninjago”, which is another fantastic way to think about it. LEGO had no way of anticipating Ninjago’s popularity- it had a great initial run, but I don’t think anyone expected to be celebrating its 10th anniversary next year.
World Builder allows LEGO more chances to replicate this lightning-in-a-bottle success by hearing ideas from fans and seeing which ones are getting the most attention. There’s an added wrinkle here, though: if LEGO likes an idea, they can select it and put it into development even if it hasn’t received much attention, which was the case with my concept! I’m very glad that ideas can be developed without hitting something like the 10,000 supporters goal, because LEGO knows what they’re developing already and which fan concepts could complement their current projects.
On World Builder, you can go to the “Discover” or “Create” tabs to see everyone else’s worlds or make your own. You can like a world to bump up its popularity, explore the different characters and storylines, and even contribute your own ideas to the world!
That collaboration aspect is another thing missing from LEGO Ideas. With Ideas, if you want to collaborate with someone it needs to be arranged offsite. With World Builder, if the creator is allowing contributions, you can simply add what you want and send it to them for review.
On each world’s page, you’ll see the element sections “Characters”, “Society”, “History”, “Places”, “Storylines”, “Transport”, “Items”, and “Resources”. What I love about World Builder is that it plays to your strengths by allowing you to create whatever you want and have the blanks filled in by other members.
I love writing, but I’m not very artistic or good at photography. I had a lot of fun writing up my world, Starjackers, but I don’t have images for most of the elements. That’s where someone else could come in, if they were great at building MOCs or graphic design but didn’t want to write out an entire storyline!
If you want to create your world, you can choose an entirely original idea or follow a creative prompt. Right now, the only prompt is the “Holiday Special”. During beta testing, the very first prompt was about Ninjago. These prompts are a great way to encourage creativity by giving a basic starting point, and as you can see, it’s possible to build off of original LEGO IP in any world you create!
For example, my Starjackers world was envisioned as a modern-day sequel story to the original LEGO Pirates sets from the 1990s.
On your profile, you can see the worlds you’ve created as well as the ones you’ve contributed to. The only thing I’d want World Builder to add right now would be a member messaging system to make collaboration easier.
Now, what about development? Well, the terms stipulate that you’ll be paid a certain amount depending on where your project goes. I worked on the Ninjago creative prompt, designing a world that plays out multiple what-if style alternate realities set in the Ninjago universe.
While I envisioned it as a season of the show, I didn’t really have enough ideas to fuel that long of a commitment. When Tongal told me that LEGO wanted to develop my world into a social media video, I was over the moon! My world will be developed into a three-minute animated video, taking inspiration from the concepts I laid out on LEGO World Builder. That’s all I can say for now, but I’m very excited to be on this journey with LEGO and Tongal as one of the first people to have their world developed!
I hope that this article helped make LEGO World Builder clearer for many of you. It’s a bit complicated to grasp, but the possibilities with this new website are endless. I think it’s an excellent companion to LEGO Ideas and offers much more flexibility. I was very lucky to be part of the beta testing process and as a passionate LEGO fan, this platform is making my dreams come true in a way that Ideas never could!
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52 comments on this article
So essentially its Ideas 2.0 then? But rather then sets its more about 'themes' and lego projects? IE You could have pitched the idea for the Lego Master Builders TV show on it, or pitched the Monkey Kid theme?
I am really glad this new platform exists. In an era where LEGO seems to be dominated by licensed themes, a new platform for submitting ideas for new original themes was a much needed breath of fresh air. I am really excited to see what comes out of this new platform!
Thank you for the thorough explanation, and congratulations on having your idea selected for development. When the video comes out, I'll be thinking of you, goldenninga3000!
site doesn't seem to work...
I dont like it. I was hoping it will be world creator for people who have own heavy Lego lore world.
But that sounds like LEGO wants cheaply gets ideas for themes instead of paying graphic and design teams.
DO NOT FALL FOR THIS
Wonder what he got as the deal in the ‘purchase’.
the next classic space, maybe?
@lordofdragonss said:
"I dont like it. I was hoping it will be world creator for people who have own heavy Lego lore world.
But that sounds like LEGO wants cheaply gets ideas for themes instead of paying graphic and design teams.
DO NOT FALL FOR THIS"
I think this a super pessimistic and cynical take on the situation, I got one think it's incredibly cool that this multi million dollar company is taking ideas from fans
(and there obviously will be teams of designers if a concept gets picked up????)
@lordofdragonss said:
"I dont like it. I was hoping it will be world creator for people who have own heavy Lego lore world.
But that sounds like LEGO wants cheaply gets ideas for themes instead of paying graphic and design teams.
DO NOT FALL FOR THIS"
I was also thinking that with LEGO Ideas and LEGO World Builder they are truly outsourcing their R&D and creative departments.
But why wouldn't they make use of the input of thousands of creative fans, many of whom are devoutly and almost professionally occupied with LEGO as a hobby? As long as the people behind the chosen concepts get their fair share, I don't see any problem. We as fans can only profit from all this creative and increasingly versatile input into the products we love.
Lego Brain Drain, huh
@lordofdragonss said:
"I dont like it. I was hoping it will be world creator for people who have own heavy Lego lore world.
But that sounds like LEGO wants cheaply gets ideas for themes instead of paying graphic and design teams.
DO NOT FALL FOR THIS"
Why pay people to design something new, when your customers can do that for you?
Whether it's ethical or not is not up to me to decide, but it surely is clever. From a financial standpoint.
Lego can't go wrong with this. They are outsourcing work and in the end the idea becomes their own property (which I guess wouldn't be the case if they just got fan ideas and fan designs from random Lego forums). Just doesn't shine well on Lego's last 'own' attempts to create a new success like Ninjago. I wonder how the community will react to physical Lego themes which include app-controlled stuff like in Hidden Side or Mario, which IMO is the worst trend Lego is following lately.
At first I was keen on this idea, but now I tend to think that there is certainly an element of cheap outsourcing of R&D going on here.
Personally I think any recognition for an idea should be welcomed, and not driven by financial gain (just what I am picking up from some comments). If I created an idea that Lego ran with, then I would be more than happy, regardless of receiving any royalties etc. Something to be proud of and one to share with the kids/grandkids. Think people just need to enjoy it for what it is and accept you won’t be giving up the day job as a result. Thanks for the insight and detailed understanding of the concept and good luck with your project.
It is mutually beneficial fan engagement. Well done Lego and well done to everyone who gets something progressed.
I am actually usimg this platform, my submission is still being drafted and I want to add sufficient things before allowimg others to come.
Could be good to have Fan themes that Lego have not thought of, not that much different from Lego Ideas.
I would like to see a theme of great steam trains from around the world but their again i am old fart.
The analogy with the Monkey King is probably the best example of a new theme with a story line to explain all the vehicles, builds and characters? I guess if you have a talent for thinking about something far out there which kids and adults will love then this gives you a chance to pitch it to Lego, where the kudos is more important to most AFOLs than legal IP issues. Visiting the site I just wondered what happens when the concepts become too similar, e.g. another steampunk universe, is it the 1st one to put a stake in the ground, but then a lot of these themes have already appeared on Lego ideas so cannot really claim originality, or possibly a 2nd group who do the most detailed work in creating a playable universe with a storyline to go with it which captures everyone's imagination.
@ambr: Think thats why they've added in the collaboration aspect to the site so that certain groups with similar ideas can work together. See it all the time with Lego ideas where you'll get the same kind of Zelda sets comming up time and time again for instance, but each one does something slightly different while all being under the same theme.
I have mixed feelings about this. It’s cool but it does seem a bit lazy on legos part, especially since the company has been lacking in creative ideas lately in my opinion. Lego doesn’t need a website to be spoon-fed ideas, they just need to engage with the community better and listen to what people want.
I don’t want to be all negative though. It should still be really fun to engage in and I’m sure will get some really good ideas to come out of it.
Thank you for letting me write this article! I’m excited to see what else comes out of this platform.
Personally I’m really excited to see what this turns into! Although, I don’t get the notion that people think this is LEGO being lazy or just taking designs from the community in some way. I think that it’s more rewarding people for their creativity with both making it into a full-fledged theme as well as the money shares. Not so much stealing ideas, but more so a “hey, that’s pretty cool. Mind if we give it a go?”.
IDEAS turned into a place for either Licensed, or Big sets, so another platform for actual new in-house themes is a good thing.
IDEAS is not the way to start entirely new themes, especially not in-house.
We do get Pirates, Castle, Space IDEAS, but the majority is based on existing "worlds". (or large sets)
Ultimately this World Builder can be used for ideas/concepts, without the actual focus on what's a good set (that's for the LEGO designers to decide) .
There are people out there that are really good in writing stories, artwork, or concepts, but don't design LEGO sets.
If anyone wants to take a look at my Power Rangers-inspired World Builder idea, I'd love to hear your thoughts! Thanks :)
https://worldbuilder.tongal.com/world/372c6c06-8a6c-447e-ad51-31a9276c0860
I think this is a very neat idea. I especially like the collaboration piece, because if you see an idea you like, you can float your own suggestions to the creator to add a little something of your own!
And on the argument that Lego is being lazy by "outsourcing creativity", keep in mind that if a theme is chosen, there is still going to be a LOT of work done by Lego themselves to fully flesh out the theme, not to mention creating sets. Just looking at Lego ideas, there is significantly more work that has to be done than just putting together instructions and slapping the pieces in a box.
@PixelTheDragon said:
"Personally I’m really excited to see what this turns into! Although, I don’t get the notion that people think this is LEGO being lazy or just taking designs from the community in some way. I think that it’s more rewarding people for their creativity with both making it into a full-fledged theme as well as the money shares. Not so much stealing ideas, but more so a “hey, that’s pretty cool. Mind if we give it a go?”."
Exactly, and that’s what I love about it! People are getting paid for their original concepts and LEGO will develop them further into whatever kind of content they want, and it often won’t be sets. It’s very different from Ideas but a lot cooler in some ways because it’s so open-ended.
Well this is an interesting development, and it provides a platform for what we, the AFOL community, are consistently requesting- space, castle, pirates, rather than the one-off homages that occasionally get passed through Ideas.
So the challenge- can we build a world that expands on nostalgia and offers a viable sustainable theme? I’m going to check it out...
Very cool. Glad Lego is finding more ways to listen and engage with fans.
I'm so excited for this! I have a lot of theme/character ideas I would love to share.
Interesting idea. I hope the compensation is fair.
At least 30% of things pitched here will be Classic Space. :)
LEGO has been for years a promoter of fun and creativity. but lately they are inclined to make us think that evolution is go back and make poor prototypes of what is currently being created years ago.
let's not forget that LEGO means to play well. Not only are we not playing, nor are we doing well.
It is time to deal with what is really important. What a waste of time it is to worry about worlds that do not exist while we cannot solve ours.
The LEGO blocks have limitations and knowing and accepting those limits is what makes interesting to use them. "Play Well"
I think it's pretty cool. Seems like it's really for anyone who ever thought to themselves "LEGO should do [X]", where "X" is anything that is NOT "build this one specific set I designed" (because that's still what IDEAS is for).
And for most people who've had that thought, it wasn't about "oh LEGO's gonna pay me for this idea", it's been about wanting to suggest an idea to LEGO (that isn't a specific set). People who want to get paid by LEGO will still have whatever methods they already have, to approach LEGO with specific proposals to sell them. To put it another way, "this" (World Builder) isn't "that" (selling to LEGO) and it won't interfere with selling to LEGO in any way
Finally, the collaboration feature will allow people to avoid the obstacle that stops so many creative ideas - the inability to propose a fully-fleshed out proposal. If I have an idea for "Z" proposal, but I don't have any design skills - well, in the past, that would have probably stopped me from proposing "Z". Now, because of the collaboration feature, my lack of design skills doesn't have to be an obstacle. The down side is that maybe a huge glut of half-baked ideas will be proposed, but if LEGO are willing to deal with that, who cares?
I just don't see this as a negative in any way. It's like a modern version of the old-time "suggestion box". And if you don't want to be involved in LEGO "outsourcing their creative idea generation" you don't have to. I literally see no downside, and although I agree that it "could be" viewed as a cynical attempt at getting creative ideas for free, I think that's probably going too far. At most, LEGO is well aware of the "win-win" factor in that regard for themselves - fans get another, fully-developed avenue to express their creativity, and maybe see their creation come to LIFE, and LEGO gets a new source of creative ideas that they didn't have before and now can tap into the AFOL community's creativity. Win win.
@saldal330 said:
"LEGO has been for years a promoter of fun and creativity. but lately they are inclined to make us think that evolution is go back and make poor prototypes of what is currently being created years ago.
let's not forget that LEGO means to play well. Not only are we not playing, nor are we doing well.
It is time to deal with what is really important. What a waste of time it is to worry about worlds that do not exist while we cannot solve ours.
The LEGO blocks have limitations and knowing and accepting those limits is what makes interesting to use them. "Play Well""
You don't think that creative writing can be part of the play experience? It was for me when I was a kid, I have a dozen notebooks in my parents' attic full of stories, character bios and sketches based on my MOCs and minifigures. This is just a digital equivalent.
@TeriXeri said:
"There are people out there that are really good in writing stories, artwork, or concepts, but don't design LEGO sets."
Yes, there are. If this programme results in some of them being hired by LEGO or being paid as contractors for their time then it's a good thing. That's generally accepted as being what constitutes a fair deal.
Basically it's as if someone in the development and marketing departments complained that the set designers get the public to do their job for them (via the Ideas site) so why shouldn't they get one too.
I would expect the site to be flooded with lots of vague general ideas which require very little expenditure of effort to create and then wait for others to do the donkey work / heavy lifting of developing it further. When Lego subsequently adopts it or just come up with something even vaguely similar you can claim a fee for thinking of it first.
Ultimately, Lego are doing this for their own benefit. They have to do little of the work but get almost all the benefit. If someone gets a fee it must be less than what Lego would normally expect to pay out in development costs otherwise it just wouldn't bother.
@Tuun said:
"site doesn't seem to work..."
You might find it works better using a different Web Browser - It wouldn't launch on Internet Explorer for me but did using Edge for example.
@Jack_Rizzo said:
" @saldal330 said:
"LEGO has been for years a promoter of fun and creativity. but lately they are inclined to make us think that evolution is go back and make poor prototypes of what is currently being created years ago.
let's not forget that LEGO means to play well. Not only are we not playing, nor are we doing well.
It is time to deal with what is really important. What a waste of time it is to worry about worlds that do not exist while we cannot solve ours.
The LEGO blocks have limitations and knowing and accepting those limits is what makes interesting to use them. "Play Well""
You don't think that creative writing can be part of the play experience? It was for me when I was a kid, I have a dozen notebooks in my parents' attic full of stories, character bios and sketches based on my MOCs and minifigures. This is just a digital equivalent."
Exactly. Even though it's playmobil, I'm working on a project based off of a three-five year long story a friend of mine came up with playing with Playmobil figures. We had numerous other worlds we created with LEGO. This is exactly the digital equivalent.
To all the skeptics... just think if someone comes up with an amazing idea that will result in excellent sets both adults and kids can enjoy. I’m sure I’m not alone in saying that great sets have become fewer in the last couple of years, and there are very few fresh ideas in the city and friends lines.
It’s interesting that TLG have just rebranded the creator expert line into 18+. Maybe someone could create a storyline for adults? Monster fighters with lots of blood n guts maybe!!!
I have one major question: Can you upload more than one world? If so, YEET! I've got quite a few ideas for worlds, but I can't seem to pick from them if you can only upload one. Also, GoldenNinja3000, do you have a link to your presentation that you mentioned? I'm interested in checking that out too.
@Squidkid_Belmont said:
"I have one major question: Can you upload more than one world? If so, YEET! I've got quite a few ideas for worlds, but I can't seem to pick from them if you can only upload one. Also, GoldenNinja3000, do you have a link to your presentation that you mentioned? I'm interested in checking that out too."
You can upload more than one world! I had two running at the same time but they're removed from the site if they move into development. My project isn't complete yet and won't be for some time, but I'll definitely be promoting it on my YouTube channel (GoldenNinja3000) when it's out!
@GoldenNinja3000, Thanks man!
@GoldenNinja3000 when does the collaboration window end? Are people still able to contribute to your idea now that TLG picked it up? If the idea grows into more than just that 3-minute spot do you (and your co-contributors) continue to reap benefits?
I have copied my insightful essay from the last World Builder article which seems to have been written too late to have been noticed by many people. It seems more like LEGO is going to use this as a platform to launch themes for all ages now, not just adults, but my point still stands strong with the evidence.
This seems to be a better version of FORMA - rather than start a kickstarter to gauge interest in something LEGO made, just let the consumers design their own products. Interestingly, there seems to be no usual prohibition against modern military and alcohol, etc...
Only "Don’t submit anything unlawful, harmful, threatening, defamatory, vulgar, or hateful."
I suspect users have to be 18+ for a reason. Ideas has many more appropriate content restrictions but is open to ages 13+.
It is my theory and belief that this is yet another recent attempt by LEGO to capture an adult audience. But this time with an original IP. The World Builder website is also a way to gauge interest, just like LEGO usually invites local kids to play with sketch models. The adult demographic is more invested in the subject matter than the playability.
Further evidence for this theory is in how the Miami Hills example in the video seems like a sort of action-comedy that, if you imagined it as live action, seems more like something for adults than kids. However, there's the rub: it becomes much harder for a non-AFOL audience to connect with what they'd view as blocky-looking toys. That will be the major stumbling block: the percieved dissonance in an adult-oriented IP launched by a toy company. They could make the show itself 2D and more abstract like Monkie Kid rather than the 3D of Ninjago. But then again selling building sets that look different than the show will be hard.
There are plenty of action figures and sculptures of characters from comics and anime aimed at adult collectors (and which are really expensive) but they are near-perfect replicas of the character's design. However, there has been a recent interest in kawaii chibi designs of characters, started by the anime collectible market, and then applied to every IP ad nauseum by Funko Pop. LEGO has tried to break into that market with Brickheadz, with mixed results.
I believe LEGO actually has a good chance at creating an adult-oriented IP. Make a more mature, anime-inspired show or something which needn't look like LEGO at all. If it looked like Ninjago, for example, adults would be unattracted by it. The sets would be able to sell if they aren't juniorized with a focus on play features, and the audience was captivated enough by the story and characters. The LEGO minifigure and the bricks themselves are a pop culture icon and LEGO doesn't need to try to copy anyone else like they did with Brickheadz. Even among adults the minifig is viewed as cute and fits into the same kawaii chibi niche.
TLDR; This is yet another attempt to capture an adult audience as evidenced by the 18+ vs IDEAs' 13+ and lack of prohibition of mature themes.
I really do hope LEGO succeeds in using World Builder to launch a more adult-oriented IP. It's an exciting time for us AFOLs recently
@darkstonegrey said:
" @GoldenNinja3000 when does the collaboration window end? Are people still able to contribute to your idea now that TLG picked it up? If the idea grows into more than just that 3-minute spot do you (and your co-contributors) continue to reap benefits?"
The collaboration window ends when LEGO decides to develop the world. Contributors and the main creator both get paid, but the main creator gets paid significantly more. So there’s no more opportunity for collaboration on my project since it’s moved off the site. And yes, if the project grows beyond the initial terms, the creators will be compensated further.
I really hope some great themes get turned into product lines by LEGO through this platform. I really do. But I can’t help but feel that the same people who haven’t come up with an enduring theme since Ninjago are not the best people to select the next great theme. Mediocrity breeds mediocrity. It takes greatness to recognise greatness.
Seems interesting enough.
Disappointed this wasn't some kind of remaster of the old World Builder LEGO.com game though.
@lego4elio said:
"Lego doesn’t need a website to be spoon-fed ideas, they just need to engage with the community better and listen to what people want."
How is this not engaging better or not listening to what people want?
@GoldenNinja3000 I was also a beta tester. Congrats on your achievement. Can I ask did you receive your gift from lego for participating yet? I'm still waiting but we were advised mid August and no sign yet.
I understand perfectly. I can't wait to try this out.
@Coolguy5000 said:
" @GoldenNinja3000 I was also a beta tester. Congrats on your achievement. Can I ask did you receive your gift from lego for participating yet? I'm still waiting but we were advised mid August and no sign yet."
Thank you! I haven’t received it yet, but I reached out a week ago to change my address and they said there was still time so I’d expect that they’re coming in the next few weeks. Production was probably backed up a lot.
@lordofdragonss:
They can't force you to participate. They can't make you submit your concept to their site, so if you choose to abstain, the worst that could happen is that someone else submits your idea as their own. But if you choose to do this, rules and compensation would be spelled out on the site. I wouldn't expect you'd make a fortune off of this, but then again, you wouldn't be doing most of the work if they pick up your concept. Once they take on a concept, they'd probably do a lot of tweaking of their own, and the set designs (if any) would be entirely done in-house if this works anything like Ideas.
@saldal330:
I've always found the most interesting thing about LEGO bricks is shattering the limitations that other people have imposed on them with their own minds. I don't even mind being on the other side of the equation, either, since it almost always means I'm looking at something really cool.
If there's not a way to do it, sometimes it's just waiting for a new part to be introduced. Often it just means I haven't thought through the idea enough. I had one problem that I spent time every day for a full month trying to figure out, but once I did the rest of the design came together very quickly. Last summer I saw something that I really wanted to build, and it took until March before I even figured out how to get started. I'm still tweaking the design, but I already have a physical copy that I could easily drop on a display at any time (now I just need a display to drop it on).