LEGO Ideas 10th Anniversary + Brand-New Set to Celebrate!

The LEGO Group unveils the first official images of the LEGO Ideas Pop-Up set in celebration of the 10th anniversary of the LEGO Ideas platform. Announced last year, this set […]

The LEGO Group unveils the first official images of the LEGO Ideas Pop-Up set in celebration of the 10th anniversary of the LEGO Ideas platform.

Announced last year, this set is based on a concept from the fan-fueled LEGO Ideas crowdsourcing platform. Fans are invited to build their own fairy tales with the new Pop-Up Book and reimagine classic fairy tales with classic LEGO bricks.

2018 marks 10 years of crowdsourcing and collaboration between LEGO Ideas (previously LEGO CUUSOO until 2014) and LEGO fans around the world. The Pop-Up Book is the 23rd  product to be made into an official LEGO set and will hit shelves on November 1st!

The LEGO Ideas Pop-Up Book set, complete with 859 pieces, brings the classic fairy tales, such as Little Red Riding Hood and Jack and the Beanstalk, to life with the first-ever pop-up book made from LEGO bricks!

The set includes four brand new LEGO Minifigures: Little Red Riding Hood, Grandmother, the Wolf, the Giant, and one new microfigure of Jack, as well as a booklet including the history of pop-up books, the history of the featured fairy tales and info on its fan designers and LEGO designer.

LEGO® Ideas

21315 – Pop-Up Book

859 pieces | Age 12+

$69.99 (USD)

Available November 1st 

Enjoy 2 classic fairy tales with this brick-mazing pop-up LEGO® book!

Bring the classic fairy tales Little Red Riding Hood and Jack and the Beanstalk to life with the first-ever pop-up book made from LEGO® bricks! Open the book and up pops grandmother’s lovely cottage with swinging door and an interior so you and your family can recreate the memorable story. Will Little Red Riding Hood recognize her grandmother in pajamas or is that the wolf in disguise? Or swap out the scene and climb to the top of the beanstalk in search of treasure in the giant’s castle, but microfigure Jack better keep an eye open for the hungry minifigure giant!

  • Includes 4 new-for-November-2018 LEGO® minifigures: Little Red Riding Hood, Grandmother, the Wolf, and the Giant. Also includes 1 new-for-November-2018 microfigure: Jack.
  • First pop-up book in LEGO history features 2 different LEGO fairy tale stories: Little Red Riding Hood and Jack and the Beanstalk.
  • Build and display or recreate your own stories from 2 classic fairy tales with this imagination toy.
  • This LEGO® Ideas set features enough bricks to build both fairy tales in the set or you can even build your own scene.
  • Includes a booklet featuring building instructions, a brief history of pop-up books, a short history of the 2 fairy tales in the set, plus information about this amazing classic fairy tale’s fan designers and LEGO® designers.
  • Pop-up book measures over 7” (20cm) long and 5” (13cm) wide when closed, and over 11” (28cm) wide when open.


LEGO® Ideas 10th Anniversary FACT SHEET

18th October 2018

What is LEGO Ideas 

  • LEGO Ideas online platform ( and an opportunity for fans to create their own ideas for new LEGO product and submit them to the LEGO Group to be in with a chance to have it made into an official LEGO set
  • Members have to submit photos, copy and full mock-up of their build. Each submission needs to gain a min of 10,000 votes for the idea to be considered by LEGO designers to become part of the LEGO Group’s product portfolio.
  • The final sets chosen by the LEGO Group, then receive a share in the profits



  • There are 944,000 registered members who collect votes for their ideas online (April 2018)
  • LEGO Ideas has released 23 products via the platform (LEGO IDEAS + LEGO CUUSOO) LEGO Ideas was first introduced as an offshoot of the Japanese website CUUSOO, produced as a collaboration between that company and The LEGO Group (Oct 2018)
  • It takes two years for a LEGO Ideas set to go from concept to a product on the market
  • Every year on average, 25 projects reach 10,000 supporters, where only four on average will be picked to be the newest addition to the LEGO IDEAS collection
  • Two former LEGO Ideas members have since been hired as LEGO product designers in Billund, Denmark.


History of LEGO Ideas




10 Years of LEGO IDEAS

  • On November 8th, 2018, LEGO IDEAS will be celebrating 10 years of crowdsourcing and collaboration between LEGO® Ideas and LEGO fans around the world Every day

LEGO Ideas see lots of creativity, hard work and passion from fans that gets poured into LEGO Ideas projects

  • LEGO Ideas have released 23 products via the platform (LEGO Ideas + LEGO CUUSOO) with one more in the pipeline currently How does LEGO Ideas work?
  • Create an awesome model, take great photos, and write a convincing project description to LEGO Ideas to be in with a chance of your creation coming to life. Fans can submit their creations to


What are the notable success stories to come out of LEGO IDEAS?

  • Two of the most recent products from LEGO IDEAS are LEGO Ideas Ship in a bottle and Ideas Voltron
  • The LEGO Minecraft Micro gained 10,000 + votes within 48 hours following submission holding the record for the fastest time. The LEGO Minecraft Micro World then went on to inspire three other “micro-scale” sets and the Minifigure scale LEGO Minecraft product line
  • The most noticeable trend among LEGO Ideas projects is the overlap with nostalgic movies, TV shows, and games that has brought us the Back to the Future DeLorean Time Machine (2013), Ghostbusters ECTO-1 (2014), Doctor Who (2014), and WALL-E (2015)

History of LEGO IDEAS products in the past 10 years 

21100  Shinkai 6500   1-Feb-2011
21101  Hayabusa   1-Mar-2012
21102  Micro World – The Forest 1-Jun-2012
21103  The DeLorean time machine   1-Aug-2013
21104  NASA Mars Science Laboratory Curiosity Rover 1-Jan-2014
21108  Ghostbusters™ Ecto-1   1-Jun-2014
LEGO Ideas  
21109  Exo Suit   1-Aug-2014
21110  Research Institute 1-Aug-2014
21301  Birds   1-Jan-2015
21302  The Big Bang Theory   1-Aug-2015
21303  WALL•E   1-Sep-2015
21304  Doctor Who   1-Dec-2015
21305  Maze   1-Apr-2016
21306 Yellow Submarine 1-Nov-2016
21307 Caterham Seven 620R 1-Oct-2016
21308 Adventure Time™ 1-Jan-2017
21309 LEGO® NASA Apollo Saturn V 1-June-2017
21310 Old Fishing Store 1-Sep-2017
21312 Women of NASA 1-Nov-2017
21313 Ship in a Bottle 1-Feb-2018
21314 TRON: Legacy 1-Apr-2018
21311 Voltron 1-Aug-2018
21315 Pop-Up Book 1-Nov-2018


Q & A

Q: Why did LEGO Group finally decide to open LEGO Ideas?

Having experienced the positive way in which the LEGO community received, and engaged with, LEGO CUUSOO made continuing this community experience an important decision going forward. Historically, The LEGO Group has been an industry leader in working with fans, and it made a lot of sense to create the LEGO Ideas platform to create mutual value for both our fans and The LEGO Group. 

Q: Why is it important for the LEGO Group to have this kind of dialogue with fans and designers outside of the company?

Here at the LEGO Group, we know that 99.9% of the smartest people in the world don’t work for us.

We’re also so fortunate so many passionate and creative people love to build incredible things with LEGO bricks. With LEGO Ideas, we allow our fans to propose different ideas and show us through votes that there is market potential. As a business, if we did not open ourselves to this kind of dialogue, we would miss out on different types of product ideas that might not make it to market the traditional way. And we’d miss creating a shared experience with our most passionate fans where we can celebrate and reward them for their creativity and bring their ideas to households all around the world.

Q: What do you think makes for a successful LEGO Ideas pitch?

Take your time to craft your model, artwork, and description before you submit. Attention spans online are short, and you need to capture peoples’ attention right away and inspire them to support you. Promote your project to communities that already like your subject matter, for example if you built a classic airplane, promote to aviation enthusiasts. We’ve found the most successful projects bring in new audiences outside the existing LEGO Fan community.

Q: How many concepts do you push into development with from LEGO Ideas each year and is this number set to grow in future?

For the last few years, we’ve released around four products each year. You’ll just have to wait and see what LEGO Ideas is able to bring in the years to come!

Q: What is the profile of submitter and customer of the LEGO Ideas sets?

Over half of our members come from English speaking countries such as the USA and the UK, with the rest spread across countries where English is not a first language. These members are primarily male (81%), although we are happy to see the number of female members has shown growth in recent years. 

79% of our members are between 13 and 44 years old, which shows that LEGO Ideas is an experience that a very broad audience can enjoy.

Much of that community is highly engaged, with over 43% visiting LEGO Ideas either daily or several times per week. 

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