| |
LEGO® Design byME to Close in January 2012
The LEGO Group is closing that part of the Design byMe customization service
that allows consumers to order digital models in real bricks. We will be
accepting orders until January 16, 2012.
Consumers will still be able to design what they want with LEGO Digital Designer
and upload models into a public gallery as before. All existing models will be
transferred to a new gallery on the LDD website. Consumers will also be able to
download the instructions generated from LEGO Digital Designer.
The HERO Recon Team Hero Creator will be unchanged and consumers will still be
able to build and buy their own customized Hero. Bricks can be bought
separately, using the Pick a Brick service
http://shop.lego.com/en-US/Pick-A-Brick-ByTheme .
This is not the end of customization for the LEGO Group, but a revision. We
believe in the future of customization, but the service we offer has to be right
for our consumers and Design byME has proven to be too complex for children.
The original Design byMe vision was for a unique customization service, where
consumers could design whatever they imagined, display it and get the model sent
to in their own LEGO box. Design byMe as a concept attracts several million
people each year to build a huge range of amazing creations using the LEGO
Digital Designer (LDD) software. Despite this success, the overall Design byMe
experience has struggled to live up to the quality standards for a LEGO service.
Over the years, we have also added other simpler customized building experiences
like Hero Recon Team. However, the overall Design byMe experience has struggled
to live up to the quality standards for a LEGO service. The feedback from Design
byMe users has taught us that we would need to rebuild the entire setup of
Design byMe to fix this. This would only make the service too expensive.
Source: LEGO Group
-end of report
|
|
1 Message in This Thread:
- Entire Thread on One Page:
- Nested:
All | Brief | Compact | Dots
Linear:
All | Brief | Compact
|
|
|
|
