Yun Mi Antorini and Albert Muniz, in "The Benefits and Challenges of Collaborating with User Communities," discuss LEGO's experience with user innovation, particularly their approach to engaging adult fans of LEGO
Up to 10 per cent of sales are thought to be for grown-ups, who are known as AFOLs (Adult Fans of Lego
) and hold their own conventions.
How any one knows it's the biggest collection I don't know, though he is a member of The Brickish Association, a "community of Adult Fans of LEGO
Lego's enduring appeal has even seen a whole land named after it - the Legoland theme park - and in Britain, there is the Brickish Association for AFOL's (Adult Fans of Lego