LEGO Ideas is one of LEGO's most interesting product lines — sets designed by fans, voted into production by the community, and produced as official LEGO releases with the original designer's name on the box. This guide covers what Ideas is, how it works, and why Ideas sets occupy a special place in collector circles.
What LEGO Ideas is
LEGO Ideas (originally launched as LEGO CUUSOO in 2008, rebranded to Ideas in 2014) is a platform where any LEGO fan can submit a designed set concept. Submissions go through community voting; if a project reaches 10,000 supporters within a year, LEGO reviews it for production. A small fraction (less than 1% of submissions) become official LEGO sets.
The platform sits at ideas.lego.com. Anyone can browse current submissions, vote ("support") projects, or submit their own.
How submission works
- You build the set in real LEGO bricks (or in LEGO's own free design software, BrickLink Studio).
- You submit the project with photos, descriptions, and a clear pitch for what the finished LEGO set would be.
- The community votes. Each project has a year to reach 10,000 supporters. Most don't.
- LEGO reviews qualifying projects in 4-6 review rounds per year. Reviews check for licensing feasibility, manufacturing constraints, market fit, and whether LEGO already has similar sets in their pipeline.
- If approved, LEGO redesigns the set in collaboration with the fan designer. The final set often differs visually from the submission — LEGO's designers refine for buildability and brick economics.
- The set goes into production with the original fan designer credited on the box.
From submission to retail typically takes 2-4 years. Most fan creators get a one-time fee plus 1% of net sales.
Notable Ideas releases
The early hits (2011-2015)
- Shinkai 6500 (2011) — first ever LEGO CUUSOO release; Japanese deep-sea submarine.
- Minecraft Micro World (2012) — predates LEGO's full Minecraft licensing.
- Back to the Future DeLorean (2013) — early licensed CUUSOO success.
- Research Institute (2014) — three female scientist minifigures, became viral and is now collectible.
- Doctor Who (2015) — TARDIS, Daleks, multiple Doctor figures.
The breakout era (2016-2019)
- NASA Apollo Saturn V — became one of the best-selling Ideas sets ever.
- Old Fishing Store — landmark detailed building.
- Tron Legacy — light-cycle build with included minifigures.
- Pirates of Barracuda Bay — modular pirate-ship-and-island.
Recent (2020+)
- Friends Central Perk (the TV show, not LEGO Friends).
- Sonic Mania Green Hill Zone.
- Globe (2022) — rotating world globe with raised topography.
- Concentric Castle (2024) — first Ideas castle.
Why Ideas sets often appreciate
Three factors that combine to make Ideas sets unusually appreciation-prone:
- Limited production runs. LEGO produces Ideas sets in smaller batches than mainline themes; once retired, they're gone for good.
- Fan-base awareness. Ideas projects build their audience during the voting phase. By release, fans of the original concept know it's coming and many buy on day one.
- Niche subject matter. Ideas sets often celebrate specific franchises, hobbies, or subcultures (Doctor Who fans, NASA enthusiasts, Pirates of the Caribbean lovers). The collector demand stays steady long after general retail interest fades.
Not every Ideas set appreciates — sets with weaker subject matter or longer-than-expected production runs often stay near retail. But the appreciation rate is higher than for general LEGO retail releases.
What to do if you want to buy Ideas sets
- Watch for retirement announcements. LEGO usually flags retiring sets 2-3 months ahead. Buying just before retirement avoids the post-retirement scarcity premium.
- Don't pay scalper prices. If a set is still in production but sold out at retail, wait for restock rather than paying eBay markup.
- Buy sealed. Sealed-box value gap is significant for Ideas sets. Open if you want to build; keep sealed if you want to sit on it.
- Check supporting subjects. Ideas sets tied to franchises with active fan bases (Doctor Who, NASA, Sonic, Friends) usually appreciate more reliably than orphan-property sets.
What to do if you want to submit to Ideas
The platform is open to anyone. A few practical notes:
- You need at least 13 years old (or under, with a parent's account).
- Submissions need actual photos of a built model. Renderings alone don't qualify.
- Licensed properties (Star Wars, Marvel, etc.) generally aren't accepted for Ideas — LEGO produces those through direct licensing deals.
- The most successful submissions hit 10,000 supporters in 2-6 months by leveraging a passionate fan community.
See also
- How LEGO sets hold value — for the broader collector context.
- Best LEGO sets for adults — Ideas sets fit alongside Icons, Architecture, and Botanicals.