2014 Schedule
Interactive: March 7–11  •  Film: March 7–15  •  Music: March 11–16

Online LEGO Fans & the People Who Love Them

#sxsw #LEGOatSXSW


LEGO fans make up one of the most enthusiastic online fan communities in existence. We don’t mean kids within the product target group; we mean the teen and adult fans. That’s right: Adult fans!
By nature, these fans build what appeals to grown-ups, and that doesn't always fit well with the company line. So how does The LEGO Group nurture these online fans while not pissing them off?
ReBrick.com and LEGO CUUSOO are LEGO Group online communities for adult fans to share user-created LEGO content (although there are many more fan created communities). It is created as a social collaboration between the LEGO Group and the LEGO fans.
Every day, we balance between brand values and fan culture within these online fan communities. As companies grow, their fan base grows as well, and many companies aren’t prepared for what that means. Do not kid yourself - fans means business!


David Robertson

Professor of Practice

The Wharton School

David Robertson joined the faculty of the Wharton School in 2011. He teaches Innovation and Product Development in Wharton’s undergraduate, MBA, and executive education programs. From 2002 through 2010, Robertson was the LEGO Professor of Innovation and Technology Management at Switzerland’s Institute for Management Development (IMD).


Frederikke Hoff

Community Editor

LEGO Group

Online Community Editor at The LEGO Group.


Glen Wadleigh

Blogger & Programmer


Data Analyst, Crowdsource enthusiast, and AFOL (Adult Fan of Lego) blogging about Lego for GlenBricker's review and Brickset.


Sara Moore

On-line Community Specialist

LEGO Group

Online Community Specialist at The LEGO Group overseeing the teen and adult fan community ReBrick.com and LEGO CUUSOO.

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