On the brink of bankruptcy, LEGO had lost their connection with consumers. Instead of actively building their partnership with children and adults, they focused on their own ideas failing to realize the necessity of listening and involving the consumer. However, in 2004, LEGO finally realized its mistakes and partnered with a Japanese company to create CUUSOO (translating to "wish" in Japanese), an online submission process where anyone can submit a LEGO design or creation and, with enough likes and votes, can have their piece be the next LEGO toy set released. For more information, look below.

​

More examples include:

BrickCon

Legoland

Art and Animation