Lego Yellow Submarine: niche product for the mass
Lego has just unveiled its special Yellow Submarine edition, a 550 pieces set complete with the Lego version of Paul, John, George and Ringo, plus Jeremy, the rhyme-speaking character featuring the 1968 animation movie.
This collaboration emerges from a co-creation process which is worth mentioning. Lego Ideas is a platform created by Lego to collect new product development inspirations. All ideas are voted and commented by the community, and when 10,000 votes are garnered the idea qualifies to Lego Review Board, a stage where a group of marketers and designers evaluate the project according to the company’s criteria.
Not all the ideas are then engineered to become actual products, but that’s what actually happened to Kevin Szeto, a fan of both Lego and Yellow Submarine, who applied for the project.
“As an amateur musician and songwriter, I have always been drawn to the music of The Beatles” says Kevin Szeto. “The creation of the Yellow Submarine model was really my way of showing my affection for The Beatles, as well as trying to pay a small tribute to The Beatles phenomenon. The Yellow Submarine is bright, fun, and colourful, which also made it a good subject to translate into LEGO form.”
The set will be available November 1st, at a retail price of nearly 60 euro. The dedicated video is right in the classic Lego animation situational mood: when a sea monster and a fisherman tangle, John, Paul, George and Ringo come to the rescue in their iconic LEGO Yellow Submarine. The Beatles must use their building skills to face a few out-of-this-world challenges in a colorful adventure.
Will Lego fans outnumber the Beatles ones? Just adding the two fan bases the result is more mass than niche, as the product seems to be designed for. And probably this is the classic case where the whole is greater than the sum of its parts
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