LEGO Ideas is a platform, provided by the company, where anyone can submit an idea that gets turned into an official LEGO set. With plenty of creative talent in-house, why do it? Tim Courtney, from 2020:

“99% of the smartest people in the world don’t work for us. Ideas can come from anywhere. It’s about leveraging those ideas, but it’s also about building those relationships with people. … I’ve had three community members come in and get hired as LEGO designers.”

https://www.communitysignal.com/lego-ideas-and-the-building-blocks-of-a-successful-crowdsourcing-community/