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Herewith an unedited transcript of the Keynote... corrected version to follow
15 February 2003
BricksWest 2003 announcements and Keynote speech
Matt announced that the Bricks Magazine has received 2000 preview requests
already, and will be opening up a new offer for charter subscribers… The
offer will be for 6 issues for 12 dollars, which is a significant discount
from the cover price of 5 USD per issue.
Matt displayed a rendering of an exclusive model that James Mathis has done…
an Amtrak “Critter’ engine or switcher… the rendering was a full color large
scale image. It was presented to James to keep. This switcher will be
featured in the first issue.
James in turn presented an actual model of the same engine to the Bricks
magazine team. (it was in Green, black and white livery). He suggested that
everyone consider contributing content.
Chris Mathews (sp?) has written an article on Mecha building. There is also
a “origami” mech model being presented.
In other news, Steve Barile talked about the new ILTCO, and encouraged all
to attend the roundtable tomorrow night. The organization will be rolled out
at that roundtable.
Adrian Egli from the Southern California Lego Train Club said that 2002 was
a banner year, with 7 shows done. The holiday season had the first San Diego
based show (6 weeks at the model railroad museum). Adrian is going to pursue
the idea of a San Diego based club… while LUGOLA has done well, it may be
time to have a SD centric club. He’s hoping people will contact him.
Adrian Drake let us know that the guests also did dotting of his mosaic… he
will again let the guests do that tomorrow. But he will clear the guest dots
off, and wants the show attendees to be sure that they all get their dots on.
Todd Thuma announced that all of the animations are on video tape, no more
technical problems, he promises. It starts at 7 tomorrow. He hopes all will
attend.
Tim Courtney announced preorders for Virtual Lego, the book he and Ahui are
authoring. Syngress is also offering 25% off their texts.
Steve Putz, (director of Northern California FLL) announced that First Lego
League has some extra shirts and stuff available. He welcomes questions
about FLL.
A round of Karaoke followed.
· Dan Jassim with Rocket Man
· Scott Costello with Great Balls of Fire
· All the “train guys” with Last Train from Clarksville (this was 1/3 of the
room, actually)… what this group lacked in ability to stay on time and on
tune, it made up for in enthusiasm
· Paul Sinahson and Teddy Walsh serenaded us with a LEGO version of “who
could ask for anything more” (“I Got Rhythm”)….
· Todd Thuma did a LEGO version of the Tallyman song…. He had to have Paul
S. help out.
· Dan Jassim (with some help from Scott C) closed out the session with a
“love boat” singing introduction for Brad.
Brad opened offering to “sing” or “show”. After almost no thought, the crowd
went with show. Brad pointed out that all that singing happened WITHOUT an
open bar, proving that LEGO is the best drug of all.
2003 is a very significant year for LEGO… the new brand campaign is a “old”
brand campaign, putting the creativity and imagination burden back on the
builder… it is a recommitment to the roots of LEGO.
The new tagline for the company is “play on”… our way of saying that we
don’t want the LEGO experience ever to end. Jake showed a new poster showing
the “design and create” line sets. Some sets were brought out to show the
boxes of them
There will be a community round table at 11 tomorrow. LEGO will be getting
much more involved in supporting events like this, and BF and NWBCon and
LegoWorld which drew 40K in 4 days.
Tomorrow morning the sets will be opened to play with them.
ILTCO, we feel will be a good model for the company to work with a large
number of enthusiast groups. We get contacted by a lot of clubs and they all
tend to want a lot of the same things. Having an umbrella organization to
help is something that will in turn help LD. We are very much behind the
ILTCO efforts to move forward.
There was a meeting in Enfield a few weeks ago to talk about what LD and TLC
can do that the organizers themselves can’t do. Not to do models or whatever
but to support the organizers way of doing things. That is, to do things
like venues, marketing, public relations and building awareness etc.
It is not about LD specifically focusing on adults as a market but rather
about people who have a passion for the brand, and who want to share it…
that sharing with kids and their families as well as the inter adult
sharing. What the kids see at events is that stuff IS in reach. Miniland is
great but not something that kids can do.
The most important message from LEGO is this: “we trust you with our brand”.
We trust you to do the right things and not dishonor the brand… Even Brendan!
Kenny Paul: Why are we limiting the age to 99 as the top end
A: because 3 digits don’t fit
Teddy Welsh: What’s in the box?
A: there are actually a lot of boxes
Paul S: Is there a contact or procedure for requesting consideration of a
region for a LIC or Lego store? For example SF bay area could use a store
A: no, there is not.. that decision is made by the Brand Retail group, based
on factors like available space, demographics. Also where the heavy
concentration of LUGs and club members are.
Bryce McGlone: when are these new wonderful things coming out
A: in April
Q: when is preorder
A: a special catalog will come out just before Easter
Legends are: Main Street and the Constellation which will be door prizes
Todd T: Bulk Bricks, how is it going? What’s next?
A: going fine, we go through our process… knock out the ones that don’t sell
and bring out new ones…
Fup: every a request line for more:
A: the online page that no one seems to use any more… also we just have to
be constrained by production
Q: any way of getting advance notice on things that come and go?
A; the cypress tree was an unusual situation… it would not have been prudent
to say that “this was it for them” as someone would have scooped them up and
Bled them all. Other stuff we cannot predict well, not really practical
Q: Can it be asked “what are you low on” on the S@H call?
A: no
Q: are the customized mosaics coming back?
A: yes, but we broke it… need to fix the interface between back end and
front end due to site changes
Q: Color Mosaics?
A: we can do them or new sets… not both… we think more sets are better
John Barnes: there are neat things in the LL parks like dogs, ducks,
squirrles etc. have you considered doing building instructions….
A: There are no instructions because they are park models…. Where it’s
captured, it’s in the proprietary cad program… it COULD be done but
resources are not there, something else would have to be done instead.
Eric Sophie: Is there a catalog of all the large sculptures that have been
done? Some sort of photo or review or?
A: no, it’s never been cataloged… it might make a good coffee table book.
Shows and Events doesn’t even necessarily track all the in stores they have
ever done… you’re talking 10s of thousands of models
Q: Can LD do new molds yet?
A: no, no policy change yet. We can take advantage of that if they are
getting creating.. no commissioning. It is STILL a point of pride for us to
only do it all with existing molds.
Q: new sets S@H only?
A no, these are number one priority and there will be tv campaigns etc…. in
all the big boxes
Q: Bill Ward: The Stature of liberty was thought to be a big enough hit…
will we see more sculptures… we saw stuff on clearance at Target fast.
A: that is not necessarily a reflection of how well it is doing, it is a
reflection of their inventory management problems….. we are happy with the
sculptures. Even the dragon did very well. Some things are more suitable for
direct retail than mass retail. (S@H and parks and etc)… they are high
proice points and do well in these channels 80% of toys are 10 and under…
this is not the same
Matthew Greene: For support, will there be coordination of contests (at TRU
etc) and stuff with local clubs to leverage the clubs?
A: that takes a lot of coordionation, it may not be something that we can do
as it needs ears on the ground everywhere… we may get there eventually
Q: what happened to the My Own Creation
A: it is alive… there have been 3 sets… the black smith shop and two other
sets, the train cars.
A kid: What’s next for contracts… you did Star Wars and Harry Potter? Why
don’t we do Lord of the Rings?
A: someone else holds the license already. (clone brick company)… and
aspects of it are very dark, very adult.
Brendan Smith: Why were you singling me out? Do I do something that is
contrary to values, or that I am doing things that are congruent?
A; the latter… three are people that have questioned it but they are wrong…
you are honoring the brand and being very creativewe would not be happy with
exceedingly violent
Q: Flower bulk pack?
A: Not planned
Q: other marvel characters coming beyond Spiderman?
A: contract is with Sony Pics not with Marvel, so no.
Q: bulk animal packs?
A: resource limited. We hear a lot of “I like X so you should make X” for
example Pitchforks… no. S@H reaches an audience of millions of people. I
have to decide based on broad commercial appeal.
Q: any chance of a broader discount? The current discount only works for
certain things.
A: we are looking at that.
Abner Finley: more dark grey 2x4 bricks?
A: I don’t know
Paul Sinahson: what feedback from corporate about initiatives and the
community? Are they fully supporting this or is this an “American thing”
A: I am on the global management team and they are fully on board, this is
not just an American thing.
Mrs. John Barnes: Why no red letter days here in the US?
A: that’s a trademark of a third party. They organize a lot of things not
just LLW days. We have looked at the possibility of doing it ourselves.
Right now there is no third party that does this.
Q: More foliage?
A: we will pass it along
Someone from Sealug: can you share objectives of LD?
A: our objective is to help the brand help the company… we want to be the
wor4lds strongest brand among families with children. We are getting there
according to independent metrics. It’s not just advertising, having a park
or moving boxes.. this happens due to the ability of the company to forge
relationships and partnerships with the consumers. That is LD focus. We do
it on a number of fronts. Clubs, lego.com providing support for community
events, not just the brickfest but other worldwide events.
LegoWorld is not OUR show. It is a co produced show and it is done with
foxKids, De Bousteen, and the event hall itself… there are a lot of partners
involved. Our job is to make more of these events happen. Ewe do it thorough
event s through the club, through developing products that peole want to get
based on our guess. and in response to inpout . Somoene said “LEGO” will
never make an ISD… so we did make it because it would blow people away.
Q: so LEGO Death star???
A: I have to go now (laughter)
Also the lego MOC program… that’s our brief. That stuff is tremendous,
exepct more
Bill Ward Q: is lego going to be involved in advertising or in supporting
non lego organizations:
A: we are not sure. We DID help provide pobulicty /promo .PR for this event.
We are looking to mix our assets in with yours to be effective because we
know you do not have access to all we do
Keeny aul: Color blind ness regarding minifigs? Is it going away? Wat
aboiyut the basketball sets?
A: it’s a new dimension.. we are for the first time portraying real people.
It is time for the minifig to evolve, this is the 25th burthday of the
minifig. This is a celebration. In real world situations it’s OK to see Kobe
and Shaq for real. Star wars actors are portraying characters… not saying we
are or aren’t going to have a Lando, but al licensed situation is a bit
different
Q: longer term strategy vis a vis licenses vs new development?
A: we don’t want to do a LOT of licenses…. We choose very judiciously. We
have two major licenses (SW, HP) and some smaller ones (pooh, bob the
builder) the majority should be pure LEGO. Basic building is the heart and
soul of the company
Pete Woulf: after basketball, any chance for other sports teams
A: we have a long term commitment to the sports theme
Todd Lehman: chances for a Susan Williams minifig
A: it would be a collector’s item
Q: are you licensed for all the HP movies
A: no comment
Jeff from SCLTC: track geometry improvement
A: not yet.
Q: truck shows?
A: not really the way to go… they are static. Showing off what people make
and create is better than a truck show with model built models. Doing a
train show or a show with a LUG is better… a truck rolls in, it’s there,
then it is gone. The LUG has members and meeting s and an non the ground
presence… community shows are much more beneficial
Q: how much argment about what Technic is? Is it being used less frequently?
A; there are a number of new Technic sets more like old days than anything
lately… Technic is not dead
A kid: Why no flames in yellow?
A: that kid is being put up to asking these..,,, I do not know
Q: will there be new bionicke
A: Yes
Q: Scott Lyttle: will you be doing promoi with the outlets? Or imagnination
centers?
A: JT is doin that in Atlanta already… I work closely with brand retail and
they are hearin ght message.
Q: future of mindstorms?
A: no comment there is a future but I cannot be commenting
Ben Fleskes: should I be savin gmoney for next Christmas for a 5000 piece set?
A: Larger than the ISD? That would be hard… there will always be things
coing out at Christmas… no comment on exactly HOW big they will be
Q: moiré mini sets?
A yes, there will be another wave in the summer
Q: easier way to get the tie fighter mini set? (then going to ebay)
A: it’s a promo.. it will not be sold. That’s the point, to generate awareness.
Abner: will it be released?
A: no but it’s official and there are 73 variations so GET BUYING…!!!
PaulS: we really like the mini sets…
A: thanks.
Q: mini death star
A; no answer
Steve Barile: take on SKU and make it a multipack of just one color… start
with the rare colors like dark red and dark blue It is hard for us to get
alternate colors. (does everyone want that? Everyone clapped) Give us a new
color every 6 months.
A: We are doing that with plates now…
(SKU == Stock Keeping Unit…. The retail thing that you track items with)
Tood Tuma: when can we see Scottish Argyle as a pattern?
Mark Benz: Did micro fig stuff help you?
A: yes, they have been kicking around for a long time…. Not just your idea
but ours. Had to roll out the main star wars sets out first
Announcement: we are working with NASA and the planetary society… two rovers
wil be leaving the cape bound for Mars within the year. We are working with
them on this to generate more awareness about space with kids. Because” 1 it
is neat and in synck with ous as a brand… discouver, push limits of
imangination, turn dreams int o reality… and 2 the companies we talk to
through FLL tell us kids to day are not interested enough in science and
technology… where are the engineers of tomorrow coming from?> the space
program in the 60s created an entire generation of engineers and scientists…
this is a huge concern. Nasa has 3 times within 5 years of retirement as
they do under 30 years old.
We want to get behind this exploration as ab rand because it may be a way
for us to contribute to soilving this problem of not having enough
technologists… there is a dvd on the lander and it is being held in place
with LEGO bricks… in the middle is a minifig and it will tell the story of
the lander via minifig eyes.
New space sets:
A new rover model… we had a contest to name them… looks like sojoiurner. But
not that exactly. These will come out mid year. It has a suspension. You can
put an RCX in to it and program it.
3 smaller sets that are “science kits” one is about going to the moon so is
an appollo rocket and a luner lander, oine ius mars exploration and one is
the International space station.
We are not just doing instruciotns… we are getting the engineers to write
content to go into booklets about the sets and what is it like to go out in
space.
Also doing a space shuttle model called “Discovery” it is a partnership with
the Discovery channel. It has been on the drawing board for a long time and
we are NOT going to postpone these, come out as scheduled as a tribute to
the Columbia astronauts. NASA agrees.. do NOT pull it from the shelves. Get
it into peoiples minds and get kids excited
The payload on board is the Hubble space telescope (with robotic arm)
In 1903, 100 years ago, the Wright brothers took their first flight… showed
a Wright Flyer model, it’s all tan and brown… will be available mid summer
(june july ish). Will be direct only, no retail,
Last bit:it has ben said we have neglected this or that ir the other hting
in trains… so we did 8 wide… JUST KIDDING.
We have instead decided to do structures… there is an engine shed that
hinges and opens up, lots of detail inside (red and dark grey) It can be
used both as a wide 2 stall or a narrow single or you can butt two together
to make a biger one.,.. has a lathe etc.
The solar panels on the ubble and the rover are PLACEHOLDERS only not real
yet, they are in development. (they were cardboard)
End
PS if I didn't get the question right or didn't get who the questioner was
it would be the fault of the questioner for not speaking clearly and clearly
and slowly saying who they were... :-)
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Message has 14 Replies:
 | | Re: Transcript of Keynote
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| In lugnet.events.brickswest, Larry Pieniazek writes: <snip> Wow that had a lot of typos... I will check back later tonite to clarify and extend anything I need to based on questions that are asked here, while what Brad actually said is still fresh (...) (22 years ago, 16-Feb-03, to lugnet.events.brickswest)
| | | Re: Transcript of Keynote
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| Hello Larry, Wow, we are very flattered that Brad Justus mentioned LegoWorld and our Dutch LUG "De Bouwsteen" in his aswers. You did a very good job again, Larry. Would you please make sure to spell "De Bouwsteen" as written here in the definitive (...) (22 years ago, 16-Feb-03, to lugnet.events.brickswest)
| | | Re: Transcript of Keynote
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| In lugnet.events.brickswest, Larry Pieniazek writes: [snip Larry's amazingly fast typing] Ok, you want pictures? I am uploading (as I type this) a few unedited pictures form today. Includng what Jake and Brad brought out for us. Pretty cool stuff. (...) (22 years ago, 16-Feb-03, to lugnet.events.brickswest)
| | | Re: Transcript of Keynote
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| (...) Once again, thanks for doing the transcripts for the keynote. It was very informative and after drinking in every word, all I can say is "Wish I was there ! " KK Quah (22 years ago, 16-Feb-03, to lugnet.events.brickswest)
| | | Re: Transcript of Keynote
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| (...) Pretty much the scenario I've been saying all along: when it comes to actually saying the will or won't produce a Lando or Mace, Lego is yellow (sorry, couldn't resist it <g>). But one thing is pretty obvious: Lego clearly does not believe (...) (22 years ago, 16-Feb-03, to lugnet.events.brickswest)
| | | Re: Transcript of Keynote
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| In lugnet.events.brickswest, Larry Pieniazek writes: <huge snippage> Larry, THANK YOU for taking the time to do this for those of us who couldn't be there. I, for one, really wanted to be there, but it just didn't work out this year. And I also want (...) (22 years ago, 16-Feb-03, to lugnet.events.brickswest)
| | | Re: Transcript of Keynote
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| (...) <many thanks due to Lar for running this up> (...) <snippage> (...) Wow...just.. wow. I'm surprised no one else jumped on this bit of news yet... IMO, this is way more a big thing than new sets or the like; even the tie-in with NASA and the (...) (22 years ago, 17-Feb-03, to lugnet.events.brickswest)
| | | Re: Transcript of Keynote
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| (...) Isn't Syngress the evil publisher of the competing clone copy of Courtney's book? I went to the site hoping to find a discounted version of Virtual Lego. (Always looking for a bargain on something I know I am going to buy.) But I found "Lego (...) (22 years ago, 17-Feb-03, to lugnet.events.brickswest)
| | | Re: Transcript of Keynote
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| (...) First time? I thought the director in the Studios sets was Steven Spielberg.... or am I misremembering? And there was a soccer fig too, IIRC, which was a promo of a real person (but I can't find it on the LUGNET database...) Cheers Richie (22 years ago, 18-Feb-03, to lugnet.events.brickswest)
| | | Re: Transcript of Keynote
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| (...) *applause* It's probably too late to rename the set to Columbia (And I'm sure the Discovery Channel being the sponsor would want to keep the Discovery name), but it would be nice if LEGO could make a Columbia sticker/brick available through (...) (22 years ago, 18-Feb-03, to lugnet.events.brickswest)
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