There are several robotics competitions which use the Lego robotics sets. The earliest is Botball, a national U.S. middle- and high-school competition stemming from the MIT 6.270 Lego robotics tournament. Other Lego robotics competitions include Junior FIRST LEGO League (Jr.FLL) for students ages 6–9 and FIRST Lego League (FLL) for students ages 9–16 (age 9–14 in the United States, Canada, and Mexico). Jr.FLL and FLL offer real-world engineering challenges to participants. FLL uses Lego-based robots to complete tasks. Jr.FLL participants build models out of Lego elements. In its 2010 season, there were 16,070 FLL teams in over 55 countries. In its 2010 season, there were 2,147 Jr.FLL teams with 12,882 total student participants in the United States and Canada. The international RoboCup Junior football competition involves extensive use of Lego Mindstorms equipment which is often pushed to its extreme limits.
Primary concept and development work takes place at the Billund headquarters, where the company employs approximately 120 designers. The company also has smaller design offices in the UK, Spain, Germany, and Japan which are tasked with developing products aimed specifically at these markets. The average development period for a new product is around twelve months, split into three stages. The first stage is to identify market trends and developments, including contact by the designers directly with the market; some are stationed in toy shops close to holidays, while others interview children. The second stage is the design and development of the product based upon the results of the first stage. As of September 2008 the design teams use 3D modelling software to generate CAD drawings from initial design sketches. The designs are then prototyped using an in-house stereolithography machine. These prototypes are presented to the entire project team for comment and for testing by parents and children during the "validation" process. Designs may then be altered in accordance with the results from the focus groups. Virtual models of completed Lego products are built concurrently with the writing of the user instructions. Completed CAD models are also used in the wider organisation, for marketing and packaging.
My Lego Network is a social networking site that involves items, blueprints, ranks, badges which are earned for completing certain tasks, trading and trophies called masterpieces which allow users to progress to go to the next rank. The website has a built in inbox which allows users to send pre written messages to one another. The Lego Network includes automated non-player characters within called "Networkers", who are able to do things which normal users cannot do, sending custom messages, and selling masterpieces and blueprints. The site also has modules which are set up on the user's page that give the user items, or that display picture compositions. Before My Lego Network, there were Lego Club Pages, which essentially held the same purpose, although the design lacked complex interaction.
There are 3 cardboard boxes with more Easter eggs. We get a few references to Marvel organisations such as A.I.M., who you may remember from Iron Man 3 as an R&D agency run by Aldrich Killian, Hammer, one of Stark Industries primary rivals which made an appearance in Iron Man 2, bankrolling Whiplash and finally a box with the Stark Industries logo on it.
Lego operates 132 so-called "Lego Store" retail shops. There are stores at the Downtown Disney shopping complexes at Disneyland and Walt Disney World Resorts as well as in Mall of America in Bloomington, Minnesota. The opening of each store is celebrated with weekend-long event in which a Master Model Builder creates, with the help of volunteers—most of whom are children—a larger-than-life Lego statue, which is then displayed at the new store for several weeks.
The main constituents of the set are a tanker truck, three aircraft and a hangar. Each of these gets its own instruction booklet and bags of elements. First up is the tanker truck (below) which at only four studs wide and less than ten studs in length reminds me of the 4-stud wide vehicles of my youth. This impression is reinforced by the inclusion of a couple of late 70’s-style 2 x 4 mudguards in the build.
Even in terms of play value it mostly seems to be a trade-off — 60104 loses the vending machine, cafe, baggage x-ray scanner, and a few seats on the plane but gains a baggage conveyor, a restroom, a refueling tank for the plane, an additional minifigure, and more seats in the waiting area. It's pretty nice to see the value of a LEGO air terminal remain fairly stable even though the price has not increased.
After Lego closed down their publishing subsidiary, they moved on to a partnership with Traveller's Tales, and went on to make games like Lego Star Wars, Lego Indiana Jones, Lego Batman, and many more including the very well-received Lego Marvel Super Heroes game, featuring New York City as the overworld and including Marvel characters from the Avengers, the Fantastic Four, the X-Men, and more. More recently, Lego has created a game based on The Lego Movie, due to its popularity.
The cockpit, including the stickers on the sides and the canopy, is identical to that of the first jet, as is the front of the aircraft. As previously noted, however, the wing configuration is different, as is the tail design which features twin tail fins and a pair of fuselage-mounted tailplanes. The red 4 x 1 x 3 tail fins, which have appeared in a total of seven sets including this one, are angled outwards similar to the arrangement on an F/A-18 Hornet. Overall, it’s another sleek design but once again the smooth lines are somewhat spoiled by the prominent canopy.
The rest of the model is pretty standard for a Marvel release. Most of the larger sets revolve around a vehicle and/or small structure. This one doesn’t disappoint in that respect. First up, you get the airport control tower. It’s fairly uninteresting, although they have added an exploding wall-play feature which kinda makes up for it. Otherwise, though, it’s simply a tower. In addition to that you get a small baggage car, which is pretty neat. In fairness, as cute as it is, it feels like an attempt to bump up the number of pieces. Lastly, the set comes with a Quinjet. This particular vehicle is considerably smaller than the previous two minifigure-scale Quinjets that Lego gave us last year and in 2012. That said, it’s a great model with some great features.
Since around 2000, the Lego Group has been promoting "Lego Serious Play", a form of business consultancy fostering creative thinking, in which team members build metaphors of their organizational identities and experiences using Lego bricks. Participants work through imaginary scenarios using visual three-dimensional Lego constructions, imaginatively exploring possibilities in a serious form of play.