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One of my colleagues in PR just called me with something cool on what has to be
the shortest turn around ever.
HGTV (http://www.hgtv.com) is wanting to film someone’s house that is VERY
decorated in holiday/Christmas themed LEGO creations.
The kicker? HGTV wants to film ASAP… as in this weekend… maybe next weekend.
Told ya - shortest turn around ever.
Yeah, I know this is tough considering that it’s not even Thanksgiving yet, but
perhaps someone is already starting on their decorating? Perhaps someone is
interested enough that in being on HGTV that they could whip something together,
or turn a single room into a LEGO Christmas room? Maybe a club might want to
turn this into a group activity? Maybe someone has other ideas?
If you’re interested and able, please drop me a line as soon as possible:
jake@lego.com
Thanks!
Jake
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Jake McKee
Community Liaison
LEGO Community Team
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It’s with great pleasure I announce the next cycle of the LEGO Ambassadors.
There were a great number of applications, with almost all of the current
Ambassadors re-applying. The application pool spanned the globe, and were
chocked full of personal factoids, event recaps, hilarious stories, and other
LEGO Moments.
The first cycle of the Ambassadors was what I lovingly called the guinea pig
cycle - the test run, so to speak. I’d like to first thank again the first cycle
for helping me get this program off the ground. I couldn’t have done it without
y’all!
The first cycle was 15 seats, but in cycle 2, we’re moving to 20 seats. I have a
feeling that this is a better number, but you never know - in cycle 3 we might
go back to 15. It’s all about the flexibility, right? :)
Without further ado, and in no particular order, I give you your 2nd Cycle
Ambassadors!
Returning 1st Cycle Ambassadors
Akos Kostyan – Hungary
Chris Giddens - USA
Eric Kingsley – USA
Mark Sandlin - USA
Holger Matthes – Germany
Huw Millington – UK
James Trobaugh – USA
Kelly McKiernan – USA
Paul Jassen – USA (but Dutch)
Eric Brok – Netherlands
Richard Morton – USA (but British)
Pierre Normandin - Canada
Todd Kubo - USA
New Ambassadors
Steven Combs – USA
Volker Draschka – Germany
Knud Richardt Hoj Thomsen – Denmark
Lenny Hoffman – USA
Luis Baixnho – Portugal
Mark Bellis – UK
Jeff Van Winden - Canada
Thanks very much to everyone who submitted an application. The field was
incredible this time, and decisions were tough. Reading about all that is
happening in the community reminded me how amazing this community is.
Jake
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Jake McKee
Community Liaison
LEGO Community Team
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It seems like only days ago that the first Ambassador cycle was launched, but
it’s been a bit over six months. In order to be able to meet with the first
cycle at BrickFest, we pushed the first cycle a bit past the standard six month
period. Hey, there’s a reason I’ve been calling the first group the “guinea pig
cycle”!
In the first cycle, it took a while to get the program worked into the shared
consciousness of the company, and we’re quickly getting to a point where
colleagues are thinking about how to work with the Ambassadors without any
prompting from me.
In this first cycle, the Ambassadors accomplished quite a bit, especially
considering the introductory nature of this first cycle:
• Establishing the LEGO Ambassadors in the minds of the company, and working
with me to develop the program
• Input into several top-secret product design
projects for 2007 and beyond
• Input into the development process of the LEGO
Inside Tour
• Develop of Ambassador newsletter to help share info about the
community with the company (specifically the product designers)
• Conference
calls with the Shows and Events team in Enfield
• Early info about several new
products
• Direct questions of the Ambassadors from Jorgen Vig, the LEGO CEO
My heartfelt thanks to the Ambassador team for all their hard work and wonderful
feedback. Ambassadors, you’ve made a big impact on the company and on the
community. Your voices have been loud and carried far.
But seeing as the first cycle is coming to a close, it’s time to open up the
application process again. I’ll be accepting applications until 31 August and
will announce the new cycle of Ambassadors on 1 September. Details of the
program are below, as are application instructions. Also, a general note: we
will be expanding this cycle to at least 20 Ambassadors rather than 15 in the
first cycle. If you’ve applied in the past but not been accepted, you’ll need to
send your application email again (hopefully updated with your latest
activities).
Again, thanks very much to the first cycle Ambassadors. You’ve done great things
in the last few months.
Looking forward to seeing a ton of applications in my inbox!
Jake
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Jake McKee
Community Liaison
LEGO Community Development
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What is the LEGO Ambassadors Program?
The LEGO Ambassador Program is a community based program made up of adult LEGO
hobbyists. The mission of the LEGO Ambassador Program is to develop
a tighter bond between the LEGO Group and the LEGO Community, by
forming a trusted relationships with a select group of the leaders
of the adult LEGO community.
All LEGO Ambassadors are expected to exemplify the program fundamentals of
product and community enthusiasm, professionalism towards the public and other
fans, and building proficiency.
How are Ambassadors chosen?
Selection is based on a written application (see below), that outlines why the
applicant feels s/he should be accepted. It’s a subjective process based in no
small part on participation and contribution to the LEGO community. This could
be in the form of creating great events, forum postings that help other fans
out, organizing a local club, enthusiasm about building, sharing with LEGO
elements, or a range of other qualifications.
But while the selection is subjective, all Ambassador selections will be based
on the program fundamentals of product and community enthusiasm, professionalism
towards the public and other fans, and building proficiency.
Are LEGO Ambassadors employees of the LEGO Company?
No. LEGO Ambassadors are not LEGO Company employees. LEGO Ambassadors contribute
to the LEGO fan community without the promise, expectation, or receipt of
compensation. The LEGO Ambassadors Program is an officially recognized community
based program of the LEGO Group. In fact, it’s important to note that a closer,
more formal relationship with the LEGO Group doesn’t exclude negate the
abilities of Ambassadors to speak freely, even critically on LEGO subjects.
Ambassadors are not TLC spokespersons, but instead trusted allies.
If I’m chosen, how long will I be an Ambassador?
Every Ambassador has to re-apply every cycle (a cycle is 6 months). An
Ambassador might be in the program for 2 years, but everyone re-applies every 6
months.
How many Ambassadors are there?
The first cycle had 15 Ambassadors, but the second round will be at least 20
Ambassadors.
Is this a worldwide program?
Yes, this is a worldwide program. Of course, it’s based on applications and not
recruitment, so if no one from South America applies, for instance, there’s no
chance that South America will be represented. The goal is to have both the best
talent from the community as well as a representative distribution among
countries.
What do the LEGO Ambassadors get?
In exchange for participating in the LEGO Ambassador program, benefits may
include:
• Ability to use the LEGO Ambassador logo in email/forum post footers and in
other contexts
• Pre-launch product information
• Invitations to participate in top-secret projects
• In-depth access to LEGO Group project teams
• Access to the private LEGO Ambassadors community forums
• Invitations to participate in local LEGO marketing events
As an Ambassador, what do I need to agree to do?
LEGO Ambassadors agree to be active contributors to the LEGO world-wide
community by engaging in activities such as:
• Engaging in fan-to-fan support in online forums
• Actively participating with local LEGO clubs, or forming LEGO clubs if none
exist locally
• Posting feedback, guidance, and other types of support in their
favorite online communities
• Writing articles for publication online and
offline
• Presenting LEGO building subject matter at events and conferences, as
well as local user group meetings
Basically: Do more of what you’re doing already.
Additionally, we’d hope that Ambassadors will actively work together with the
LEGO Company on projects that may arise.
Does this cost money?
No. This is a free program, you don’t need to pay to join. You will also not be
paid for services, and are not considered to be employees of the LEGO Group.
How do I join LEGO Ambassadors?
A person interested in being a member of LEGO Ambassadors should send an email
to ambassadorprogram@lego.com with the following information:
• A detailed list of places where you contribute to the LEGO community (online
and offline)
• Links to your personal Web site and/or LEGO creations galleries
• An overview of your offline LEGO activities
• Other information that helps show you’re “community mindedness”
This email IS your application, so be sure to spend some time developing it.
We’ll likely receive many applications from many qualified individuals;
unfortunately, not all applicants can be accepted into the LEGO Ambassador
Program. LEGO Ambassadors spots are up for review every six (6) months, so if
you aren’t accepted you can always increase your community efforts and re-apply.
In fact, it’s highly encouraged.
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What is the LEGO Affiliate Program? Glad you asked!
LEGO(R) Affiliates are artists and entrepreneurs working with the LEGO medium at
a professional level, maintaining a high level of professionalism and quality
with respect to their work. Members of the LEGO Affiliate program have a formal
relationship with the LEGO Group, as well as a desire to promote and protect the
economic interests of all members. Affiliates seek to help equip each other with
the skills and support needed to succeed in their chosen LEGO craft.
The main objectives of the LEGO(R) Affiliate program and its members are:
(a) To improve and promote public awareness of LEGO artistry, and LEGO
Affiliates.
(b) To provide fellowship among LEGO Affiliates.
(c) To collectively work towards setting and maintaining a high standard of
professionalism among LEGO Affiliates.
(d) To provide a forum for the
presentation of creative ideas to benefit the LEGO Affiliates community.
(e) To
foster artistic growth with the LEGO medium.
(f) To provide members with the
resources necessary to create their art in the most efficient and economical
means available.
(g) To work in conjunction with the LEGO Company.
Looking specifically at the formal relationship with the LEGO Group, Affiliates
will gain some significant benefits, including:
• Ability to purchase bulk brick, for use in appropriate projects
• Ability to use certain LEGO trademarks
• Easy access to LEGO representatives
• Lead sharing from LEGO PR and marketing teams
Over the last year, I’ve worked with a small group of AFOLs to develop this
program concept (as well as the Ambassadors concept, which spurred from this
idea). These AFOLs are:
• Robin Sather (http://www.brickville.ca)
• Sean Kenney (http://www.seankenney.com)
• Dan Parker
• Nathan Sawaya (http://www.nathanbricksartist.com)
These first Affiliates were hand chosen in order to help develop the program. We
are working through a few more details on the program and will then we will
start accepting new Affiliate members. In the meantime, feel free to apply, and
I will keep the applications on file.
While there are certainly some similarities between the LEGO Ambassador Program
and the Affiliate Program, the key difference is in membership.
• Ambassadors have to reapply every 6 months, whereas Affiliates reapply every
year.
• The Ambassador Program is meant to have a certain amount of refreshing
over time, with fresh blood always circulating in.
• Affiliates, as
professionals, are hopefully in the program for the long term.
• The Ambassador
Program will have a fixed number of “seats”, with very little change in that
number over time. The Affiliate Program has no such restriction.
And like the Ambassador Program, LEGO Affiliates is an international program.
For the moment, we are accepting applications, but we are not going to be adding
new Affiliates until after we’ve worked out some of the final kinks in our
system. If you’d like to apply, however, please send an email to
affiliateprogram@lego.com with the following information:
• An overview of your LEGO hobby and professional activities
• A bit of background about your professional history, as well as your
professional LEGO history
• Contact information, including phone number and
email address
• Location in the world
• What types of LEGO activities you’re interested in pursuing in the future
• Any additional information you find relevant
I’m looking forward to seeing how this program progresses well into the future.
If the past year worth of effort from the Affiliates is any indication, there
are great things to come! We still have a number of issues to work out, and will
continue to tweak the program as it moves forward. I’m sure you have as many
questions for us as we have for ourselves. Please feel free to ask, and please
understand that we might not (yet) be able to answer.
I’d also like to publicly thank Robin, Dan, Sean, and Nathan for all their work
in developing this program.
Our interim logo
Jake
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Jake McKee
Community Liaison
LEGO Community Team
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LEGO® Affiliates Program - Code of Conduct
Our Code of Conduct focuses on three objectives which all Affiliates strive to
achieve: safety, quality and ethics.
I. SAFETY. Have particular regard to matters of health and safety.
Affiliates must ensure that their work is carried out with due care to avoid
causing danger to themselves, their clients and the general public. Affiliates
should use their best efforts to ensure the safety of clients and third parties
coming into contact with all aspects of their work.
II. QUALITY. Work in a competent and responsible manner.
Work must be carried out in a professional manner, including a professional
standard of building. Affiliates shall act in a courteous manner and respect the
property of the client and businesses associated with the client. Affiliates
shall properly represent themselves and the LEGO Affiliate Program.
III. ETHICS. Respect the work of other Affiliates.
Affiliates shall adhere to lawful and fair business practices. Affiliates shall
not interfere with the work of other Affiliates without permission from the
initiating Affiliate. Additionally, Affiliates shall not disparage the work of
other Affiliates, the LEGO Group or other LEGO affiliated entities.
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