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-SNIP IT-
> Thanks so much everyone for showing that the AFOLs are a force to be reckoned
> with!
WORD!
> * Would you buy LEGO toys for children 0-11? Y/N
Yes
> * Why / Why not?
Quality, duability, mind stimulation, imagination, better than any electronic
device at that age, sets a foundation for creative thinking and expression
> * What feature(s) would you add if you were the marketing director of LEGO?
As in selling features, none. I would do less in some areas and more in others.
No holographic patches, no overly fancy artwork. Things I do find appealing are
the newer top displays that show the number of minifigs and I like the back of
the KK2 boxes that show all the great accessories.
If you mean play features then I would add more hidden things like trap doors,
hidden doors, treasure chambers, or reversable fire places. I would also
add/maintain storage containers like the mail boxes or treasure chests.
> * How would you change existing LEGO products if you wanted to sell them for
> more money?
Without changing everything else a set is like now, pieces in rare colors
(colors they are not in yet). More minifigs, five extra figs = five-ten extra
dollars. Increase the part count which does three things, makes it less
juniorized, lowers the price per piece count (very important for AFOLs) and
makes people feel they are getting more value for their money.
Change to the actual product, smaller boxes, less artwork, less comics (as in
every set in the series doesn't need the a comic book), and use existing molds
to make the same shapes in sets then making a new molded specialty piece.
> * What new products would you launch?
A small model series. $20 price range. Start with popular sports car models.
Small compact designs with any of the following; opening doors, hoods, trunks,
wheels that turn, flip up lights, or convertible (if possible at that size).
Make them nearly studless, and 8X16 studs in size. Then maybe add other
vehicles, planes, boats, or other desktop model sized sets.
(this is for, car lovers, model lovers, LEGO lovers)
Fairy tale sets for 6-12 year olds with the story included. Jack and the
Beanstalk, Puss in Boots, Rapunzel, Little Red Ridinghood. Standard minfigs,
repeated use of the same parts to keep costs down. Use the same one or two
parts for things like the beanstalk (triple leafed plant stem), or Rapunzels
tower the 1X3 brick/1X1 brick round combination.
(nostalgia for parents, introduce the classics to younger generations, extras
for the AFOLs)
A new product for girls similar to Belville or Paradisa. The girl market is
still available. I know many girls who enjoy building or used to play with LEGO
as children. They want romantic things like a princesses and a knight to save
them from the witch/baron/ogre. Things to include would be flowers and
accessories. Maybe add a few extra pieces so each girl can change her
appearance. A few different color hair parts, a different outfit, a hat, or an
extra head with a differnt print would achieve this nicely. make them
affordable. The current prices for Belville are quite high. Try and to younger
girls still in the baby doll and dollhouse age 6-10.
A fantasy/mythology series. Brick built dragons, ogres and other beasts.
Medusa, a faun or satyr, a centaur all as minifigs. Follow the adventures of
Hercules as he battles the monsters and saves the world type of stuff.
***Ultimate*** Camelot. You would have the knights of the round table with the
siege perilous. A church yard where Arthur becomes king. The Lady of the Lake.
The fight with Mordred. A great tournament with ladies in the stands. The block
of floating marble. We would need all the unforgetable characters of Arthur,
Lancelot, Bors, Merlin, Mordred, Guenivere, Gawain, Percival, Gareth, Galahad,
Bedivere, Kay, Tristan, The Lady of the Lake, The Green Knight, and Morgan Le
Fay. Though the stories and legends are full or adult themed content they could
be simplified or the stories they used for children in school could be used.
This is where LEGO castle should go.
> * What should LEGO be doing that it isn’t now?
I am not sure. LEGO, is making better sets, listening to all of there
customers, looking to improve the brand and is beginning to value AFOLs. If
anything make up your minds to continue in these areas.
Oh, I did think of a few other things. Develop a way for AFOLs to submit
theme/set ideas or designs. Develop a Bricklink type store for specialty or
bulk purchases. Create current elements in colors not available for new sets
(as a castle-head things like forestmen hats in dark red, gray, tan or black
just for example). Lastly, develop a way for customers to indicate what sets
they would like to see released as Legends.
> So dangerous questions, to be sure, but the office of the CEO has asked them, so
> you know the responses will be listened to!
>
> Thanks again, everyone. This incredible response has made my week.
>
> Jake
> ---
> Jake McKee
> Community Liaison
> LEGO Community Team
No, thank you!
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In lugnet.general, Dan Thompson wrote:
Sorry for the reply to myself Jake please make sure this get passed on as well.
Even if they are only read and never touched again.
This is a mindset for myself living and growing up in the USA. This may not
apply to any other country.
I thought of some other things. So many people have said that Star Wars Lego
brought them out of their "dark age." People who liked Lego as a child and
enjoy SW, it was the common ground on both that got (older) people back into
Lego. If I was in charge of Lego I would go back and look at what was/is the
most popular cultural tie-ins and produce a series' of them. If you did this in
1960-1970 you may have done something like the lone ranger. Today what do 20-30
somethings who used to play with Lego remember fondly that might bring them into
the hobby as adults? These are not fads that died out. These are cultural
staples that have endured time and critisim. Some ideas that come to mind:
GI Joe-what young boy didn't have GI Joe, just look at brickshelf and do a
search to see all the different custom figures or even the fan made Joe/Lego
site
Transformers-many a young boy played with transforming vehicles into robots.
This may be another Hasbro option to look into.
Nintendo-the system that made electronic gaming a household name. A Mario
series of sets with King Koopa, Luigi, Peach, Toad and all their other friends
this could do extremely well. I doubt there is a 10-30 year old who doesn't
know about Mario. The Lengend of Zelda, I think would sell better than Harry
Potter. With the new game coming late this year Lego would do well to at least
check into the possibilties.
Lord of the Rings- I know that this may be a day late or a dollar short but it
may be the best time for it. Character recognition is now at an all time high.
Even without the movies I think this would have done well. Head over to
brickshelf and check out the most popular folder. It is LOTR. It has almost
half a million views for adults. Most children do not spend much time on
brickshelf, these are adult Lego fans who have an interest in this. Imagine
what type of sales you would have if you made this. I would suggest getting a
liscence to make sets from the books directly and not from the movies. You
would have more liberty in the sets and I am guessing it would cost less.
Narnia-the first of seven new movies that will come out soon. Get on board now.
Children for years have been reading these books and have enjoyed the many
interesting stories and lands. This would be great.
Disney- Lego and Disney partnership seems inevitable. Classic movies like Snow
White or Bambi all the way up to greats like Aladdin or the Lion King. This
could do very well also. Disney isn't a small name it has instant recognition
and for many adult, boys and even girls, Lego contruction sets with the loveable
and collectable Disney characters would be a sure success.
Barbie/Bratz-teaming up with Barbie or Bratz could be the very thing that might
help Lego finally reach girls. I am not sure if Barbie would ever want to be
associated with Lego but I can only see it building off of each others name
recognition.
These are ideas as far as liscencing goes. I do not think Lego should set aside
it traditional sets or series nor should they fully persue more than one or two
of these at any time.
One thing I would also like to mention is that Lego is not involved in any type
of roleplay using it's minifigs as customizable units. Games like these are a
popular item for teen and adult hobbiests. This could open up a new market it
the field that could compete with hero clix or warhammer and for less moreny.
One figure for those others can cost up to ten dollars. Lego would not even
need new molds. It could produce small figure sets with almost limitless
configurations that people would be more willing to buy because of the lower
price point. Not only that but many of the people who want larger armies of
figures would also be satisfied. The point being is that this is an untapped
money maker for a company looking to broaden it's appeal to different ages,
satisfy current customers, introduce new customers who are into gaming/
collectables, and wouold allow TLG to make strong revenues. Please if you
decide to discard all my other ideas look into this one. This is seriously the
best idea I have seen for getting 12-25 year old people to maintain a buying
relationship with Lego that is only enhanced by the 2-10 years of previous sets
they may have gotten. Look into this.
Thank you Jake, TLG and anyone else who cares or agrees.
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