How will Lego practice mass customization? To think about mass customization for Lego, consider: Who are the customer types for Lego? Who are the MVCs? The MGCs? The BZs? What are the customers buying when they buy Legos? If customers buy packages of Legos to resell, what else do they need? What is their expanded need set? What is the opportunity to lock customers into a learning relationship and build share of customer for Lego?