The process of identifying and working with an increasingly wide range of Users and communites has transformed part of lego's business. It still makes bricks and toys designesd and sold in the traditional fashion. But in parallel a new business has grown which engages users at the front end of innovation, designing and co-creating their own products. Importantly designs by one user might be attractive to others and so it is not simply a version of 'vanity publishing' but an interesting extension of design and marketing into its word - rather than have a growing body of users designing and exchanging ideas outside - for example there is a vibrant independent lego user network called LUGNET.