November 15, 2019 (Gunnar Ulson - NEO) - At first glance the Danish toy company Lego doesn't seem to have much to do with paradigm shifts in technology. Yet a recent incident illustrates the march forward of modern technology and the threat it poses to not only well-established but inflexible companies like Lego, but to entire industries and their collective impact on global economics.
Clinging to Antiquated Business Models
Lego has recently mounted an intellectual property (IP) crusade against 3D designers sharing Lego-style creations on free online 3D model libraries. People download these designs and 3D print them out. It should be pointed out that many of these designs are highly unique and are not merely replicas of products Lego sells.
Some online 3D model libraries immediately capitulated to Lego's legal notices to take down the various designs.
One online 3D model library, MyMiniFactory, not only initially ignored the take-down notices, it created a contest challenging designers to come up with an alternative modular building block system (like Legos) that would be open source and free for others to download or base new designs off of. The alternatives developed will also be free from Lego's aggressive IP crusade.
ALL3DP, a 3D printing news website, reported in a recent article that:
Without doubt technology like 3D printing, especially as it improves and is more widely adopted, will pose as a growing problem for companies like Lego who produce relatively easy products to replicate. Lego's instinct to attack rather than adapt is a mistake repeated by many companies who refuse to accept waves of change.
Technology Transforms Industry Dynamics
Before 3D printing, the Internet and file sharing transformed the media industry.
Movie studios and recording companies still claim to be making large profits after waging their own very aggressive legal wars and undergoing a painful, awkward transformation to adapt, but the fact is the Internet and file sharing has forever changed markets, consumer behavior, and the respective market shares of once prominent and uncontested media titans.
Clinging to Antiquated Business Models
Lego has recently mounted an intellectual property (IP) crusade against 3D designers sharing Lego-style creations on free online 3D model libraries. People download these designs and 3D print them out. It should be pointed out that many of these designs are highly unique and are not merely replicas of products Lego sells.
Some online 3D model libraries immediately capitulated to Lego's legal notices to take down the various designs.
One online 3D model library, MyMiniFactory, not only initially ignored the take-down notices, it created a contest challenging designers to come up with an alternative modular building block system (like Legos) that would be open source and free for others to download or base new designs off of. The alternatives developed will also be free from Lego's aggressive IP crusade.
ALL3DP, a 3D printing news website, reported in a recent article that:
The "OGEL" beyond the brick competition is a playful dig at Lego, which recently sent infringement notices to popular maker hubs like Cults and MyMiniFactory.Lego will most certainly survive the OGEL competition but the fact it pursued an aggressive legal campaign alienating enthusiastic fans of its products suggests 3D printing technology may have been at least perceived as eating into Lego's profits or impeding future growth.
Without doubt technology like 3D printing, especially as it improves and is more widely adopted, will pose as a growing problem for companies like Lego who produce relatively easy products to replicate. Lego's instinct to attack rather than adapt is a mistake repeated by many companies who refuse to accept waves of change.
Technology Transforms Industry Dynamics
Before 3D printing, the Internet and file sharing transformed the media industry.
Movie studios and recording companies still claim to be making large profits after waging their own very aggressive legal wars and undergoing a painful, awkward transformation to adapt, but the fact is the Internet and file sharing has forever changed markets, consumer behavior, and the respective market shares of once prominent and uncontested media titans.