Customers create any structure they can imagine using Lego’s freely downloadable Digital Designer software. If they then decide to actually build their creation, the software, which keeps track of which pieces are required, sends the order to a corner of the Enfield Lego warehouse in Connecticut. There, employees put all the pieces (which are grouped in standardized bags) into a box, along with instructions, and ship it off.
"We’ve been toying with this idea for a long time," says Steven Hawco, vice president of Lego’s Shop at Home division, which is overseeing the project. "And now technology is giving us the ability to actually do this."