LEGO's Factory (later called "LEGO Design by me") has been one of the pioneers of mass customization.However, times change and Lego closed this "build on demand site" about a year ago and focused entirely on customer co-creation in the innovation process.
For this, they are partnering with CUUSOO; the mother of all crowdsourcing sites for product development (we described them in our 2006 paper on Threadless already!).
The project is called Lego CUUSOO and wors fairly simple: Everybody can submit an idea of what he would deem a great Lego product. Customers get to vote online and if the proposal gets sufficient buyer pledges the company turns it into reality and produces the toy.
Noew, there is a nice video giving more detail on this idea, it makes you instantly grab a pen and paper and start drawing your own powertoy idea...