Ideative focus groups - any innovation?

http://www.seriousplay.com/ 

I'm always looking for new methodologies and different ways to manage our focus groups... Recently, I'm involved in a lot of ideative and creative sessions... however, I really think there's a lack of innovation, about it... Does anybody know any innovative and out-of-the-rules methodology? And what about the Lego seriousplay usage? Something similar?
Take a look to this:
http://www.artlab.org.uk/lego-info.htm
Can we consider it as something really interesting or not?
Difficult questions...