Lego are launching son of mindstorms in the UK next month - Mindstorms NXT - this is the next generation from the massively successful toy robotics kits launched back in the 90's. Just like lego factory after it, the success all has come from what the users/owners/consumers (whatever you want to call them) did with the product after it was bought. 10 programming languages, all sorts of different kinds of robots. Forbes says that the European Space Agency uses the kits to rough out the mechanical arms it uses in outer space.
This is great as I suppose lego was the original co-creative brand.
Good review in Forbes magazine, from their The Robots are Coming special