Subject:
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Re: Now that I've had a chance to see the new colors
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Newsgroups:
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lugnet.general
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Date:
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Wed, 17 Dec 2003 05:50:46 GMT
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Viewed:
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946 times
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SNIP
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The issue that I still havn’t understood has to do with these so called
‘focus groups’ (presumably of kids)... OK, so a (sufficently large) group of
kids were presented with various sets using the different shades of gray and
they picked the “new & improved” shade over the “traditional” shades. So what
? How much do the shades of gray inside the box feed back to the decision to
buy when someone is standing in the aisle looking at the box, hmmmm ? I
really cannot see some 7-12 year old kid saying something like “hey mom, I
really like these colors, can I have another ?”. Ummmm, OK, so long term the
kids may feel more comfortable with the new colors. Perhaps it is something
very important, but very subliminal. Perhaps it will drive repeat business
like we could never imagine... but I don’t see exactly how its going to make
a difference. Someone out there want to loan me a clue on this ?
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First, I have yet to see the new colors in person. That being said:
The only thing I know for sure is that companies (large and small) rarely do
anything unless they somehow feel it will increase their profits, marketshare,
stockprice, etc. Even if there is a significant up front cost (and the color
change over had to have cost some money to implement), it will be worth it if
there are long term benefits. I mean someone in TLC must have thought things
like ZNAP, Galidor, and changing the colors were profitable ideas... Bionicle
was one of those ideas that did payoff.
Like you have already stated, I fail to see how such a subtle change in the
color palette is really going to affect sales and profits from a marketing point
of view. I think that most consumers will not notice the color change at all,
and the groups most likely to notice (AFOLS) are not significant enough
(according to Lego) to affect their profits one way or another.
So, personally, I do not believe the focus-group-color-palette explanation. I
think that was a very hastily concocted cover story when the first 2004 sets hit
store shelves and the fury here on lugnet and other AFOL sites errupted.
Otherise, I think that our friends at Lego Direct and Consumer Affairs would
have been better prepared to answer questions about the change (I would think
that LD, and CS should be part of the same marketing organization, within TLC,
that supposedly did the focus studies).
I think a more likely and believable explanation is that somehow switching to
the new colors must be saving TLC a significant amount of $$ in the production
cost. Maybe its cheaper or more environmentally safe dyes, different ABS
supplier, outsourced manufacturing, or who knows what. Based on the way this
change was “slipped” in, I think that TLC made this change thinking the effect
would not noticable. I bet the “error” was not noticed until most of the 2004
sets were well into production and it was too late (or expensive) to do anything
about. (Remember, many AFOLs did not notice the difference right away either).
Regardless, the color changes appear to be here to stay unless us AFOLs can
figure out a way to seriously affect TLC’s bottom line. The only hope, for the
old colors return, is that color change is noticed by the general consumer
community, and that results in a significant increase in returns and requests
for replacement parts (== higher cost and less profit). Otherwise, we are left
with very few options. We can either continue to buy new Lego sets or not.
There is nothing that says we have to continue buying new sets to enjoy building
with the bricks we already have.
Anyways, those are just my thoughts on the matter and I could very well be
wrong. It would be nice if the “Real” explanation could be made known to the
AFOL community but I highly doubt it ever will.
FWIW, I have been very reluctant to buy any of the new ‘04 sets and have spent
$200 on bricklink in the past month because of the color change.
feeling cynical tonight,
drc
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Message has 1 Reply:
 | | Re: Now that I've had a chance to see the new colors
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| Douglas R. Clark wrote: ... (...) ... Why not? What *POSSIBLE* motive would LEGO have to lie to anyone? If the reason is one of the more plausable ones you suggested elsewhere, it would have been perfectly reasonable for them to have said as much -- (...) (21 years ago, 17-Dec-03, to lugnet.general)
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Message is in Reply To:
| | Re: Now that I've had a chance to see the new colors
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| (...) I believe that this issue will apply to any ongoing theme. I wonder when the next batch of HP sets are due... Spring/early Summer ? (...) Dare I say it ? "collect the entire set (of colors)" < g, d & r > The issue that I still havn't (...) (21 years ago, 17-Dec-03, to lugnet.general, FTX)
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