The SCA Packaging Design Competition – LEGO

The SCA Packaging Design CompetitionDeadline: 4 December 2011

 Open to:  everyone


The SCA Packaging is a global packaging design competition. Redesign the BRICKS & MORE SYSTEM for your chance to win.

The Prizes

Send in your packaging designs today for your shot at up to € 14000 (to be split among the finalists), the possibility at European Design Centres, an INTERNSHIP at SCA Packaging and even the chance to have your design COMMERCIALLY PRODUCED

Your : Create a new for the classic LEGO bricks.

The LEGO Group is a privately held company based in Billund, Denmark and the world’s fourth largest manufacturer of play materials. The history of the company goes back till 1932 when it was founded by Ole Kirk Kristiansen.Today it provides toys, experiences and teaching materials for children in more than 130 countries.

Introduction to LEGO Challenge

For the third edition of Design Challenge, LEGO is challenging you to come up with an innovative packaging storage system that could replace the current Bricks & More box solutions. Bricks & More is the main recruitment line to the LEGO assortment. The product line is found at the heart of core LEGO and represents the classic brick building experience. The line covers both the LEGO DUPLO and the LEGO platform.

The products that can be found in the Bricks & More box solutions offer a good mix of standard bricks and play starters (figures, chassis, and animals) to ignite the child’s imagination. Inspirational material can be found on the packaging and most sets also include a poster or easy-to-follow building instructions.


Main requirements

Your task is to explore different options that can potentially replace the current Bricks & More storage boxes, keeping in mind following requirements:

  • Your concept needs to convince parents and gift givers of delivering great functionality and permanent storage (in store and at home). This means that your concept needs to be durable so it will survive a child’s play life (at least 5 years).
  • LEGO stands for imagination, creativity, fun, learning, caring and quality. These brand values we also want to see translated in your concept design.
  • Signal FUN and LEGO towards the children.

We encourage you to think beyond the package!

  • The packaging concepts must take into account the entire value chain: From production line to distribution centres, to the retail store and all the way through to kids’ rooms (kids age 4-7).
  • We would like to see a solution that does not only look great but adds to the product price/value perception.
  • A new concept that has significant stopping power in the stores and attracts the attention of the shoppers.
  • An efficient packaging system that works for the customers – the products are to be placed with other LEGO products on the shelves but also as stand alone promotions on the floor.
  • Leave the lowest environmental footprint as possible.
  • Think about how to keep the complexity down

Material & European Safety Standards

The current Bricks & More storage boxes are made out of plastic. You are free to choose any material, as long as you keep the sustainability aspect in mind. Cost and ease of production are also considered as important factors.

As you will be developing a product for children, please take into account all the European Toy Safety Standards when choosing your material.

Judging criteria (in order of importance)

Consumer experience:

1. Functionalities such as permanent storage, durability and stackability are must haves.
2. LEGO look & feel; colourful and playful – exciting for the kids
3. Safe and fulfilling the LEGO standards with LEGO quality feel
4. Presenting models & bricks inside in a nicely way
5. Standing out in store


6. Choice of packaging material
7. Amount of raw materials used for the packaging
8. Ease of disposal and recycling


Can it be taken into production – Can this be the new LEGO Bricks & More storage box?

Artwork submission of your concept

All material needs to be in English.

You will provide us with your full contact details: full name, email, telephone number, address, & country, age and curriculum details (university or school and study programme).


Pitch your idea and convince the jury with your creative and conceptual work. Use the provided PowerPoint template “DC-03-LEGO-YOUR-PROJECT-NAME.ppt” to visualise your artwork and present it the jury.

You are also allowed to make use of new media to support your concept:

Design Challenge community: http://scapackagingdesignchallenge.ning.com/
Fan pages: http://www.facebook.com/sca.design.challenge
Videos: http://www.youtube.com/scapackaging


For Deliverable 1 & 2 you have to make use of the provided template that can be supported by video.

PowerPoint template:
• Save your concept as “DC-03-LEGO-YOUR-PROJECT-NAME.ppt
• Maximum 12 slides
• Maximum 5 MB

• Maximum length of 3 minutes
• Maximum size of 50 MB
• File types allowed are: mp4/ avi/ flv/ mpg/ swf/ wmv


Latest by Sunday 4th of December 2011 you have to send all your artwork to design.challenge@sca.com

Useful tips & resources

Check out www.scapackaging-design-challenge.com for more information
Join our network at http://scapackagingdesignchallenge.ning.com/
Be inspired by the previous two editions at www.youtube.com/scapackaging

Any questions? Please contact us at design.challenge@sca.com

” was the motto of Ole Kirk Kristiansen, founder and inventor of LEGO. Keep this spirit in mind when you are developing your LEGO innovative packaging storage system!

Good luck to all of you!

The SCA Design Challenge 03 is up and running! Are you? OK, you still have plenty of time to submit your work, but get sharpening your pencils and sit in front of your drawing board already, as this year’s Challenge has plenty of cool things in store for the lucky winners!

And 10 reasons to participate in the [03] Design Challenge

1. As a participant, you will have your personal profile page on the SCA Design Challenge social network. You will be able to use it to showcase your work and interact with fellow packaging design lovers.

2. Your entry will be viewed and judged by established professional designers and international brand owners. What could be more thrilling than having retail experts giving you insights about how the product of your imagination could work ‘in the real world’?

3. If your entry gets selected as one of the finalists, you will be invited to one of our Design Centres in Europe, where you will attend a workshop with our ‘design mentors’ to fine-tune your concept and brush up your presentation skills. You will continue to receive their advice and support until the big day of the final.

4. Finalists will also be invited to visit the manufacturing sites of our two partners: finalists of the LEGO category will have a tour around LEGO’s factory in Billund (Denmark) and finalists of the Tempo category will visit the tissue mill in Neuss-am-Rhein (Germany).

5. On top of that, and because we know a little financial support is always welcome by students, a total prize money of 14000 EUR will be distributed among the finalists.

6. The finals will take place at SCA Packaging’s Innovation Centre in downtown Brussels, the heart of Europe. You will be invited there to present your concept in front of a jury of top industry players (if it all goes well, we might even toast with some Belgian beers afterwards).

7. Each category winner will get a one-month internship at one of our Design Centres, with all expenses paid. Some of the previous edition winners liked it so much, they have now become full-time employees of SCA Packaging.

8. And to top it all, who knows, your concept might make the leap from your mind into a production line.

9. In short, the SCA Design Challenge provides a unique business experience, giving students the chance to participate in real live projects with a customer project brief as in real life. What are you waiting for?

10. Seriously, what are you waiting for?

Complete rules and application form may be downloaded from the web site:



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