In the modern marketing theory, all products are considered as services, co-created by the producer and the consumer (Prahalad & Ramaswamy, 2004; Vargo & Lusch, 2004). In some cases, such as the DIY or IKEA furniture, co-creation is literally the case, as consumers actually build themselves the final product. In some others, such as cars for example, this is less profound. In the case of Lego, however, co-creation takes a different direction. The reason why I think Lego is a distinct case is that the actual product the company sells (does not need introduction, but) is a number of different size, multi-coloured plastic bricks. The final Lego product, though, is possibly a brick construction, or many, unique for each Lego user, that can take thousands of forms and meanings. That is, the final Lego product depends on the user, the consumer, in order not to build according to the instructions (as in the IKEA case), but rather to build according to his/her imagination and personal creativity.