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LEGO is a changing company that many think is not what it should be or what it
used to be. The best quality construction toys are made by LEGO. The current
customer relationship between LEGO and the people who enjoy the toys they make
is the best it has ever been. Yet, to many it seems something is still lacking.
People who years ago bought LEGO products now think twice before buying a new
set. The secondary LEGO market is growing and getting more and more business
from LEGO itself. What has caused this change?
Many people think LEGO needs a change. A return if you will to what made LEGO
so great in years past. LEGO is an enjoyable, quality made toy that many people
regardless of age enjoy. So many of us want to see LEGO a prosperous company
making a product everyone from children to grandparents will buy and enjoy for
years to come. The whole reason for this survey is to get you to provide
answers to some simple questions. When the answers are complied we will submit
them to LEGO for consideration.
Please respect the purpose of this survey and do not go off topic, have any
discussion or make any comments on others ideas or desires for LEGO. Please only
post your answers after some thought and be as precise and as brief as you can
be so that everyone's voice can be heard. If someone worded their answer exactly
as you would like to please feel free to copy it and use it as your answer as
well. Be very honest with your answers but avoid strong negativity, insults or
improper language. If you have no answer or do not wish to answer a question
please list N/A.
Why do LEGO toys have value to you?
What makes LEGO brand construction toys worth your money?
In what way has the LEGO brand let you down?
Recently, how has the LEGO brand improved?
What would you like to see LEGO (re)introduce in the next three years?
What does LEGO need to do to sell more products for less cost to them?
What reason(s) do you have for not buying new LEGO sets?
What would it take for you to spend more money on new LEGO products versus
buying sets/parts on the second hand markets?
What will it take for LEGO to remain the best construction toy for all ages and
be a profitable company?
What are your home country, first name and age?
Is there anything you would like to say with this last question that you feel
someone at LEGO should not go without reading?
Thank you in advance for all the answers you will give. If we take this
seriously and present it with a determination to be a help to TLG, then I
believe LEGO will both appreciate it and look through it honesty, considering
our ideas.
Admins please help keep this thread clutter free and productive. This survey
will run from now until August 1st. I will be creating an excel file with
peoples answers and will have it completed in August, at which time we turn it
over to someone at LEGO.
If you are a member of another forum please pass an invite to those members to
answer this survey also.
Thank you everyone who has participated. Please remember this thread is for
answers to the questions and not comments about the questions, others answers or
anything else. If you want to discuss these things please start a different
topic or discuss them elsewhere. I would like to have everyone participate if
possible. I will do my best at getting these answers compiled and easy to read
for everyone and get delivered to. Again, thank you for your help and opinions.
If you sit back and say nothing you will have no chance to change it later. If
you stand up for what you think and present your opinions politely people will
at least listen and may be affected to change.
To the LEGO revival!
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>
> Why do LEGO toys have value to you?
Repeatability and open ended play. The ability to create and model freeform in
addition to the offically published sets is of great value.
> What makes LEGO brand construction toys worth your money?
Quality components, unsurpassed customer service, open communications with
customer representatives.
> In what way has the LEGO brand let you down?
N/A
> Recently, how has the LEGO brand improved?
The release of additional Train and Star Wars sets has improved the brand.
> What would you like to see LEGO (re)introduce in the next three years?
9v flex track and remote control items for trains.
> What does LEGO need to do to sell more products for less cost to them?
Expand their markets. Allow licensed distribution channels to form and work in
the local markets, especially for Trains.
> What reason(s) do you have for not buying new LEGO sets?
N/A
> What would it take for you to spend more money on new LEGO products versus
> buying sets/parts on the second hand markets?
Including more generic, reusable elements.
> What will it take for LEGO to remain the best construction toy for all ages and
> be a profitable company?
Increased customer input from a wider range of focus groups, continued
incentives to attract and maintain excellent model designers, and broader market
access for Trains.
> What are your home country, first name and age?
USA, Ed, 40
> Is there anything you would like to say with this last question that you feel
> someone at LEGO should not go without reading?
Thank you.
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> Why do LEGO toys have value to you?
It is a great hobby with which I can be creative and challenged.
>
> What makes LEGO brand construction toys worth your money?
Same as above.
>
> In what way has the LEGO brand let you down?
they haven't.
>
> Recently, how has the LEGO brand improved?
Pick-a-brick, AFOL acknowledgement and involvement.
>
> What would you like to see LEGO (re)introduce in the next three years?
The S@H bulk program has been a little stagnant. (leading me to Bricklink and
elswhere).
>
> What does LEGO need to do to sell more products for less cost to them?
Don't really know. Move production to China? (quality *can* be
attained/sustained in China)
>
> What reason(s) do you have for not buying new LEGO sets?
I am a builder. I build my own things. (and, occasionally copy others) :o)
>
> What would it take for you to spend more money on new LEGO products versus
> buying sets/parts on the second hand markets?
Larger selection of bulk elements being available. Specifically, grey/bley 2x2
tiles.
>
> What will it take for LEGO to remain the best construction toy for all ages and
> be a profitable company?
I don't know. Somehow, within an easily distracted and short attention span
society, they might have to gain or regain the interest of children.
> What are your home country, first name and age?
USA, Jonathan, 35
>
> Is there anything you would like to say with this last question that you feel
> someone at LEGO should not go without reading?
The recent color change has been no deterrant to me. I have chosen to embrace it
and use it to my benefit.
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> Why do LEGO toys have value to you?
Lego is the single best "toy" on the planet, no exceptions. The creative
possibilities that lie within even the smallest of sets are limited only by
the imagination. These possibilities are always so exciting and inspiring
that it's often difficult to decide what to build first!
> What makes LEGO brand construction toys worth your money?
Out of all the construction bricks on the market, the quality and
consistency of every piece in every Lego set is the best.
> In what way has the LEGO brand let you down?
Lego has not "let me down." For myself, I believe it is childish and silly
to take any changes that are not to my liking as a personal affront. That
is a waste of energy. Initially I was quite upset about the color change,
and said or posted some things in haste and anger which I regret. Hindsight
has made clear to me that my hobby of choice is essentially the same. The
joy I get out of it is entirely up to me.
> Recently, how has the LEGO brand improved?
Two things spring to mind immediately; the Designer sets and the growing
communication and projects that have begun with the adult community. The
Designer sets are a superb return to the foundation of the appeal of the
Lego brand; building something and then rebuilding it into something else.
The development of a more intimate dialogue with the adult community can
hopefully ensure that more products like the Designer sets find their way to
store shelves.
> What would you like to see LEGO (re)introduce in the next three years?
Restore the old gray, dark gray and brown colors. This one thing would do
more to restore my faith in the company than anything else. For me, one of
the single greatest appeals of the Lego brand is backwards compatibility (in
my definition this applies to color as well as form) and bringing back the
original colors would signify to me that the Lego company will remember and
honor its illustrious (and profitable!) history in attempting to be
successfull in the future.
> What does LEGO need to do to sell more products for less cost to them?
Difficult question! Simplify the packaging. In my opinion, themes like
Alpha Team have been overpackaged. The lenticular panels on the front cover
and the little magazines inside are wasteful and unnecessary. A childs
imagination is fertile enough with a few bricks in hand. They don't need
some silly comic to tell them how to play with their toys. Cutting the
costs of packaging could result in more bricks for less money, which leads
to the next question.
> What reason(s) do you have for not buying new LEGO sets?
The expense for the amount of bricks purchased is too high in many cases.
The boxes are much larger than necessary, giving a false impression of the
value and quantity of the product. Many new boxes on the store shelves seem
half empty once opened, even though all the pieces are there. It bugs me
when I can hear the bags sloshing around inside the box as if some of them
are missing.
> What would it take for you to spend more money on new LEGO products versus
> buying sets/parts on the second hand markets?
Other than changing the colors back, apply the Designer principle to every
product line. Lego sets are not toys to be constructed and then left
static. They are meant to be rebuilt and rebuilt again. All sets should be
designed and marketed with this principle in mind. It is one of the core
appeals of the product and one of the main reasons we as adults are still
"playing" with them!
> What will it take for LEGO to remain the best construction toy for all • ages and
> be a profitable company?
Stop trying to compete with video games, power rangers, and other fads that
will soon be forgotten. Lego is unique in the toy universe, and they need
to focus on and capitalize on that. Fads fade, bricks do not (unless left
in the sun!).
> What are your home country, first name and age?
United Stated, David, aged 35 (going on 9)
> Is there anything you would like to say with this last question that you • feel
> someone at LEGO should not go without reading?
Change the colors back.
Give the population of Lego Town more to do than lock up prisoners, put out
fires, and rescue those in danger. Is there no rest in Lego Town? Is the
population made up completely of criminals, pyromaniacs, and accident-prone
idiots? How about a Farmer's Market, or a County Fair, or a Zoo, or an
Amusement Park, or a Vacation Resort, or a Cruise Ship, or a Luxury
Airliner, or a Victorian mansion, or a Farm? Solicit ideas for future
themes and sets (such as these!) from your consumers (children as well as
adults). Let them tell you what they'll spend their money on instead of
guessing or listening to market analysts (who in all likelyhood don't have
Lego of their own?).
Keep the licensing to a minimum. Lego sells itself. Always has, always
should.
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"Dan Thompson" <danaliobi@aol.com> wrote in message
news:IIJrHL.1uCt@lugnet.com...
> Why do LEGO toys have value to you?
I can use it for amusement, brain gymnastic (try to recreate a technical
gadget in LEGO).
> What makes LEGO brand construction toys worth your money?
Long lasting toy, both durability and quality ensures that. And it is a very
versatile toy.
> In what way has the LEGO brand let you down?
Introdusing the Bionicle theme and other theme that have bricks that ar so
special that they only can be used in a few ways or in only a few settings.
> Recently, how has the LEGO brand improved?
Introdusing the "Make & Create" & "Designer" sets by using "normal" bricks
in a new way.
> What would you like to see LEGO (re)introduce in the next three years?
Large Technic sets.
> What does LEGO need to do to sell more products for less cost to them?
Stop introdusing new colors. By using todays colorscheme, LEGO can spend
time on making good sets and not developing new colors.
> What reason(s) do you have for not buying new LEGO sets?
The new sets are not intresting enough for me.
> What would it take for you to spend more money on new LEGO products versus
> buying sets/parts on the second hand markets?
More technic sets and sets like the "designer" and "make & create" sets,
less special themes like Harry Potter and Star Wars.
> What will it take for LEGO to remain the best construction toy for all • ages and
> be a profitable company?
Making sets that people want to buy.
> What are your home country, first name and age?
Norway, Øyvind, 36
> Is there anything you would like to say with this last question that you • feel
> someone at LEGO should not go without reading?
no
> To the LEGO revival!
Lek vel!
Øyvind Steinnes
Norway
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> Why do LEGO toys have value to you?
The toy is a system, and regardless of what sets or themes I choose to buy, they
are all physically compatible with each other.
> What makes LEGO brand construction toys worth your money?
Unlike action figures, dolls, toy cars, playsets, etc., this toy can be
reconfigured into anything one chooses to play with.
> In what way has the LEGO brand let you down?
The licensing of movies/NBA seems to have forced the company into a corner over
something as simple as color/race of the minifig. I always assumed the yellow
minifig to be without ethnicity, but the characterizations of real people has
taken away that bit of imagination. More than the grey/brown color change, the
flesh toned minifigs have changed the way I purchase.
> Recently, how has the LEGO brand improved?
The Make & Create line is as good as the Basic sets of the late 1970's, IMO.
It's a box of pieces, with instructions for some suggested models, that can
easily be a starter kit, standalone product or blend with my existing
collection. The price-per-brick is reasonable too.
> What would you like to see LEGO (re)introduce in the next three years?
- The exploration-based Space theme of the early 1980's. I don't think there's
an Adult Fan/Enthusiast who doesn't have a warm place in their heart or wallet
for this.
- Classic Space legends, in any shade of grey, would be a hit after Star Wars
dries up.
- Baseplates (classic space 32x32 & regular 48x48) in the original grey. I don't
know how possible this is, but if there's any original grey ABS left or
discovered, it should go into baseplates & train tracks first, everything else
second. We've collectively gotten over the brick change, but if a group (or
individual) wants to make a far-reaching display, the terrain & tracks should at
least look the same.
- Bring back parts from old/retired molds, maybe in different colors, maybe in
grab-bags/bulk packs. The Fabuland monkey wrench on the Star Wars AT-AT was a
pleasant surprise. There are people who by sets for rare parts (especially small
sets). This could also lead people to buy more direct from Lego than the second
hand market.
- The old finger-style hinges. The click hinges are nice, but they shouldn't be
the substitute for the old-style hinges, especially the 1x2 plates with 2 or 3
fingers.
- Monorail (can this be a Legend?) and Monorail expansion track.
> What does LEGO need to do to sell more products for less cost to them?
- Make & Create sets foster creativity.
- Un-licensed sets & themes, that allow children to develop their own
creativity, instead of re-creating something they've already seen. Licenses
surely eat into profit margins. The licenses of the 1980's - 1990's seemed to be
limited to a fuel company here and there, which enchanced the Town theme, as
opposed driving their own line.
- If licenses are a part of Lego's future, try to limit them to a single set.
Just make Bo, Duke, and the General Lee, don't give us a whole Dukes Of Hazzard
line. We can fill in the blanks. Give us Airwolf, don't give us a whole playset
that a child couldn't afford. Give us KITT & Michael Knight, don't give us the
18-wheeler & a warehouse full of German bad guys. Give us the A-Team van - and
make the A-Team all yellow figs. But no Amy the Reporter, no Colonel Decker &
the US Army. Creativity is what Lego teaches people of all ages, and licenses
stifle that if too much of the imagination part is provided.
> What reason(s) do you have for not buying new LEGO sets?
Flesh-toned minifigs. I've gotten over the new greys, but the "fleshies" are
something I'm not comfortable with. My generic yellow-head figs must be
separatists.
> What would it take for you to spend more money on new LEGO products versus buying sets/parts on the second hand markets?
- Cheaper price-per-brick (which Make & Create helps).
- PAB is great where there's one available, but bulk packs for those who don't
have that convenience would be nice. Or, mail-order from the PAB's.
- There was no secondary market before the internet. Lego can take advantage of
this market by meeting some of the demand. Take a look around Bricklink, see
what's selling. Offer bulk packs of the top sellers.
> What will it take for LEGO to remain the best construction toy for all ages and be a profitable company?
Continue with the Make & Create sets - if priced properly, they should compete
(and beat) Megabloks and the other nonsense filling the toystores.
> What are your home country, first name and age?
USA, Nick, 29
> Is there anything you would like to say with this last question that you feel someone at LEGO should not go without reading?
- Baby steps. Don't try too much too fast. Add to what's already successful.
Instead of trying something like Spybotics, expand on the proven Mindstorms.
Maybe a stripped-down RCX would have done better than the Spybotics line.
- This is a toy for kids, but it's the parents that you really have to sell to.
Kids don't make toy purchasing decisions early on.
- The educational toy division was an excellent idea, and should be expanded
every year. This will help get Lego products into more children's hands, as well
as their homes.
- Look for the long-term. If the product is well designed and comes with a nice
selection parts, don't substitute a large juniorized piece that is more
difficult to use in another creation, just to meet a price point.
Think of the lifelong relationship you're creating, which will bring in $$ in
perpetuity, as opposed to maximizing the revenue stream for that particular set.
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Dan Thompson wrote:
> Why do LEGO toys have value to you?
> What makes LEGO brand construction toys worth your money?
The system of play, they bricks can be used to build nearly everything,
resources provided, of course.
> In what way has the LEGO brand let you down?
The Colour Change made it hard to get the resources I need for building
my models.
> Recently, how has the LEGO brand improved?
Depends on the definition of "recently". If "recently" is the last five
years, I'd say they finally noticed that they have customers, not just
buyers.
> What would you like to see LEGO (re)introduce in the next three years?
The original colours, of course. Sets that represent more of the real
world instead of action-movie-type police sets.
> What does LEGO need to do to sell more products for less cost to them?
Way less special parts. One of the biggest mistakes in the last years
were the drive to have at least one-use-only part in nearly every set,
especially when this could have been done with a few stock parts instead.
> What reason(s) do you have for not buying new LEGO sets?
I won't waste money on bley.
> What would it take for you to spend more money on new LEGO products versus
> buying sets/parts on the second hand markets?
Better piece count to price ratio. Return to the original colours.
> What will it take for LEGO to remain the best construction toy for all ages and
> be a profitable company?
Return to the roots. It's the brick that made them toy of the century.
Computer games and styrofoam swords won't last to be remembered.
> What are your home country, first name and age?
Germany, Christian, 37
> Is there anything you would like to say with this last question that you feel
> someone at LEGO should not go without reading?
The managers should learn that we AFOLs are a chance, and that breaking
the trust like they did with the colour change and their subsequent
reaction (or lack of) is not the best way to gather friends.
Yours, Christian Treczoks
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Thank you everyone who has answered so far. I hope to get at least 100
responses by August first when I will have it all placed neatly in an excel file
to send this info to LEGO. Please ask anyone in your LEGO clubs, LUGs, or any
other people you know enjoy LEGO products.
We can make a difference and we will if everyone will take some time to share
their opinions. People go on for hours sharing what they think is important,
now is your chance to make it count. By answering these questions LEGO can have
something to look at, something to study, and something to help make new
decisions with.
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In lugnet.general, Dan Thompson wrote:
> Why do LEGO toys have value to you?
They're fun; they appeal to the engineer in me. I also enjoy using them to
connect with my kids.
> What makes LEGO brand construction toys worth your money?
Every LEGO part is high quality, i.e. well designed and manufactured.
> In what way has the LEGO brand let you down?
It has not. Though I am a little disappointed in the angry faces on the Duplo
knights -- these are for young boys who need no additional encouragement of
aggression!
> Recently, how has the LEGO brand improved?
The Duplo castle series is fantastic. The Star Wars Ultimate Collector's models
are also great.
> What would you like to see LEGO (re)introduce in the next three years?
Pirates (*real* pirates, using complex models and minifigs, not these silly
Juniors ones). Perhaps also bring back some of the classic space line.
> What does LEGO need to do to sell more products for less cost to them?
I don't know (and I doubt any of the other respondents do either). That's for
their manufacturing engineers to figure out. We don't know the details of their
business.
> What reason(s) do you have for not buying new LEGO sets?
I *do* buy new LEGO sets. I suppose I'd buy more if I had unlimited time and
money.
> What would it take for you to spend more money on new LEGO products versus
> buying sets/parts on the second hand markets?
Availability. I buy particular parts I need, and discontinued sets I want, on
the second-hand market because they're not available from LEGO.
> What will it take for LEGO to remain the best construction toy for all ages and
> be a profitable company?
Keep on doing what they're doing, I think (especially with the recent refocusing
on their core product line). A revised RCX wouldn't hurt, either -- something
that can compete with Radio Shack's "Vex".
> What are your home country, first name and age?
USA, Joe, and 33.
> Is there anything you would like to say with this last question that you feel
> someone at LEGO should not go without reading?
Yes: periodically bring back the "classic" lines (e.g. Pirates, Space, etc.) for
limited periods. For example, you might say: "In 2006, we are going to be
re-releasing six classic Space sets from the 1980s, as well as six brand new
sets in the same genre and flavor. Get them while they're hot, because we'll
stop producing them in 2007." Collectors will snap them up. Then, in 2008, do
the same thing but for Pirates. Aim for each of the popular lines (you can tell
which two I care about, but I'm sure there are others) to come out once a decade
or so.
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Why do LEGO toys have value to you?
Because they are fun, durable and “cumulative”(the blocks I got as a kid in 1978
still work with the blocks I got last week.)
What makes LEGO brand construction toys worth your money?
They always entertaining, very durable compared with other toys and “cumulative”
(the blocks I got as a kid in 1978 still work with the blocks I got last week)
which means I am constantly adding to the possibilities of play instead of
replacing broken or missing components.
In what way has the LEGO brand let you down?
I have been disappointed in the lack of new sets in classic themes over the last
5-6 years (town, castle, pirate, trains) but LEGO has never let me down (even if
I DESPISE flesh-toned minifigs and separate stickers instead of printed pieces.)
Recently, how has the LEGO brand improved?
The design of sets over the last year 2004-2005 has been spectacular. The
introduction of the Viking line, more (and better) train sets, renewed town line
(under “World City” label, are all great steps forward. The potential for custom
sets out of the “LEGO Factory” project is perhaps the most exciting development
since LEGO was first introduced.
What would you like to see LEGO (re)introduce in the next three years?
1) Pirates/highwaymen - basically 18-19th C coastal “town” with cool ships.
2) Castle - another “castle” set but how about working with an organization like
Weald and Downland Museum (http://www.wealddown.co.uk/) to create new sets based
on their cool buildings.
3) Ancients - Roman Empire (including Egyptians and Greeks) in LEGO
4) LEGO Studios - how about more classic B-movie sets? “Creature from the LEGO
Lagoon”, zombies, more vampires, flying saucers, keystone cops (use pith helmets
in dark blue).
What does LEGO need to do to sell more products for less cost to them?
Time releases of some reintroduced brands to coincide with large movies. For
example new Pirate-themed sets arriving in stores just before the next Pirates
of the Carribean Movie allows for a product tie-in without licensing fees.
What reason(s) do you have for not buying new LEGO sets?
Limited disposable income.
What would it take for you to spend more money on new LEGO products versus
buying sets/parts on the second hand markets?
I spend very little on second-hand LEGO right now. My first choice is always new
LEGO if possible.
What will it take for LEGO to remain the best construction toy for all ages and
be a profitable company?
Commitment to quality both in production and design.
What are your home country, first name and age?
Canada, Ted, 38.
Is there anything you would like to say with this last question that you feel
someone at LEGO should not go without reading?
Thank you for making the coolest toy in history.
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How about a Farmer’s Market, or a County Fair, or a Zoo, or an
Amusement Park, or a Vacation Resort, or a Cruise Ship, or a Luxury
Airliner, or a Victorian mansion, or a Farm?
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OOOOOOOH yeah! Wish I’d said that.
Maybe combine the Amusement Park and Zoo into a “Circus” line that could include
some rail cars to cross themes and allow for a single theme that would sell to
different interests.
Sorry, don’t mean to hijack your ideas but seeing them makes me want to sit
around and brainstorm ideas.
G.Edward (Ted) Godwin
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In lugnet.general, Dan Thompson wrote:
> LEGO is a changing company that many think is not what it should be or what it
> used to be. The best quality construction toys are made by LEGO. The current
> customer relationship between LEGO and the people who enjoy the toys they make
> is the best it has ever been. Yet, to many it seems something is still lacking.
> People who years ago bought LEGO products now think twice before buying a new
> set. The secondary LEGO market is growing and getting more and more business
> from LEGO itself. What has caused this change?
>
> Many people think LEGO needs a change. A return if you will to what made LEGO
> so great in years past. LEGO is an enjoyable, quality made toy that many people
> regardless of age enjoy. So many of us want to see LEGO a prosperous company
> making a product everyone from children to grandparents will buy and enjoy for
> years to come. The whole reason for this survey is to get you to provide
> answers to some simple questions. When the answers are complied we will submit
> them to LEGO for consideration.
>
> Please respect the purpose of this survey and do not go off topic, have any
> discussion or make any comments on others ideas or desires for LEGO. Please only
> post your answers after some thought and be as precise and as brief as you can
> be so that everyone's voice can be heard. If someone worded their answer exactly
> as you would like to please feel free to copy it and use it as your answer as
> well. Be very honest with your answers but avoid strong negativity, insults or
> improper language. If you have no answer or do not wish to answer a question
> please list N/A.
>
> Why do LEGO toys have value to you?
I think they are fun and relaxing. I enjoy putting the sets together because it
makes me feel more like a kidd.
>
> What makes LEGO brand construction toys worth your money? • The quality and innovation.
>
> In what way has the LEGO brand let you down?
I wouldn't say let down, but quality has slipped, set design isn't as original,
and there are less "mechanical" sets>
> Recently, how has the LEGO brand improved?
I think they have identified certain problems, and have tried to release more
sets similar to those of years past
> What would you like to see LEGO (re)introduce in the next three years?
Additional train components, more UCS type models (even other than star wars)
and more technic type models (complex ones)
>
> What does LEGO need to do to sell more products for less cost to them?
They should release accessory packs and add ons for product lines at lower costs
for people to buy. You could release army packs for castle or space man packs
for space
> What reason(s) do you have for not buying new LEGO sets? • I want to, but not enough money to do so
>
> What would it take for you to spend more money on new LEGO products versus
> buying sets/parts on the second hand markets? • Release more appealing sets (appealing is differnt to everyone)
> What will it take for LEGO to remain the best construction toy for all ages and
> be a profitable company? • Improve design, improve accessories, release new mindstorms
> What are your home country, first name and age? • USA, Jamie, 30
> Is there anything you would like to say with this last question that you feel
> someone at LEGO should not go without reading?
No one can predict the future, but we can learn from the past. Things didn't
sell well initially (monorail, etc) but are EXTREMELY popular now. Look at why
that happened and see if you can replicate it.
>
> Thank you in advance for all the answers you will give. If we take this
> seriously and present it with a determination to be a help to TLG, then I
> believe LEGO will both appreciate it and look through it honesty, considering
> our ideas.
>
> Admins please help keep this thread clutter free and productive. This survey
> will run from now until August 1st. I will be creating an excel file with
> peoples answers and will have it completed in August, at which time we turn it
> over to someone at LEGO.
>
> If you are a member of another forum please pass an invite to those members to
> answer this survey also.
>
> Thank you everyone who has participated. Please remember this thread is for
> answers to the questions and not comments about the questions, others answers or
> anything else. If you want to discuss these things please start a different
> topic or discuss them elsewhere. I would like to have everyone participate if
> possible. I will do my best at getting these answers compiled and easy to read
> for everyone and get delivered to. Again, thank you for your help and opinions.
>
> If you sit back and say nothing you will have no chance to change it later. If
> you stand up for what you think and present your opinions politely people will
> at least listen and may be affected to change.
>
> To the LEGO revival!
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In lugnet.general, Dan Thompson wrote:
> Why do LEGO toys have value to you?
Because, regardless of age or gender, it can be enjoyed by all - over and
over again. We can, with creativity, build anything we can imagine. My little
girl, when she is born in November, is only a short time from playing with LEGO
toys because there are elements made for toddlers, and she and I can play with
them together, and grow together, for all of our lives.
> What makes LEGO brand construction toys worth your money?
Cool initial model design, little minifigs, an impressive array of elements
from which to choose, interconnectivity, and the ability to make new things of
my own design. The incredible engineering that makes each element I bought
years ago work with each new element that I buy this year. Uncompromising
quality, and an underlying sense of fun.
> In what way has the LEGO brand let you down?
I'm not sure they have, but some really cool stuff is available exclusively
via LEGO Education, LEGOLand Parks, and other outlets that isn't generally
available otherwise. This feels a little like they're holding out on us. Such
offerings, if made more generally available to those who love the LEGO system,
would expand the already-mind-boggling ability to do anything you want with LEGO
elements, and would bring great value to the adult LEGO community (a market
willing to spend greatly if offered great value).
> Recently, how has the LEGO brand improved?
Overall, I believe that LEGO as a brand has improved in recognizing the
market for serious users of its products. Also, LEGO has expanded into more
creative venues that will bring unexpected worth to the brand as a whole;
examples include the Clikits line, train sets, and Quattro, all of which can
still interact with the entirety of previous LEGO lines while bringing new users
into the fold.
> What would you like to see LEGO (re)introduce in the next three years?
I believe that the educational aspect of Mindstorms was captivating to the
imagination; the LEGO Company has many wonderful educational sets that could be
made more available to the general public. Also, I'd like to see the LEGO brand
returning to the big three themes of castle, space, and town with serious
(meaning non-juniorized) new sets.
> What does LEGO need to do to sell more products for less cost to them?
To save money, LEGO designers might return to simpler minifigs (fewer
facial styles, more general clothing and accessories), though part of a
minifig's charm is the many expressions and accessories - perhaps this isn't the
way.
Another way to save money might be to trim the available color palette; use
fewer, more basic, hues. This didn't hurt the LEGO company before, and I
believe that a return to simplicity wouldn't hurt them now.
A third way to save money would be to slow the introduction of new LEGO
elements; rely on combinations of already-existing elements to design sets.
Bring a feeling of newness by instead introducing "girl" parts that wouldn't
normally be seen in "boy" sets, and vice versa; many of these parts are foreign
to one or the other of the genders because they are almost exclusively marketed
to their chosen gender. Flowers, food, and animals can be useful in town sets;
Bionicle struts could make neat carriage frames. Belville elements bring
charming detail to castle sets; castle doorframes make Belville sets more like
we imagine the fairy tales by which they are inspired.
To sell more products, the LEGO Company might consider selling more smaller
sets rather than few larger sets. Then more people might be inclined to jump
for the immediate sale instead of saving it for a special occassion.
Also, open up advertising of existing products to less specialized groups
of people. Include educational sets in catalogs; boys wear necklaces and
bracelets, too; girls are interested in science and adventure.
> What reason(s) do you have for not buying new LEGO sets?
Chief for me is price; I can't afford to impulse buy $70-200 sets, but I
wouldn't hesitate to impulse buy $15-25 sets. There are many very interesting
(but large and therefore expensive) sets available, but few in my price range.
I believe I'd actually spend more in total if I could buy it in smaller chunks
at a time.
> What would it take for you to spend more money on new LEGO products versus
> buying sets/parts on the second hand markets?
Having the ability to purchase LEGO elements in the same way as is done on
the secondary markets (selecting the individual elements that I want to
purchase, and buying as many as I would like to buy at one time) would
definitely get me spending more money with the LEGO Company. I'm not against
resellers, but I wouldn't mind more of my money going directly to the LEGO
company with this kind of option available, directly supporting the company that
makes the toys that I and many others love.
> What will it take for LEGO to remain the best construction toy for all ages and
> be a profitable company?
I believe that selling a wider variety of smaller sets will allow more
people to buy LEGO products on impulse instead of making it something only for
special times like birthdays or holidays. This doesn't mean that a large set
like Hogwarts couldn't be done, but instead that LEGO designers could split this
set into smaller subsets that, when assembled together, still become something
awe-inspiring. The group of sets could be sold at the same, or slightly higher,
aggregate price as the single set, but could allow for more impulse sales of
smaller sets leading to the collection.
Also, target the public (rather than just educators) more with educational
toys.
Retain interconnectivity, and showcase ways that different genres (Clikits,
Belville, Castle, Bionicle) can work together by making sets with parts from
several different genres; this will open people's eyes to new possibilities, and
they'll try (and buy) new genres.
Tone down the juniorization of parts (1x2x5 wall pieces) and instead
include 5 1x2 bricks; part of the great satisfaction of LEGO sets is having
built something yourself.
> What are your home country, first name and age?
United States of America, Tony, 38 years.
> Is there anything you would like to say with this last question that you feel
> someone at LEGO should not go without reading?
I love LEGO toys. I want to buy more LEGO toys and support the company
that has brought me such joy for such a long time. As an adult who loves LEGO
toys with a child on the way, my family (like many others in the worldwide
community) is gaining greater potential to be loyal customers more often.
Please don't compromise quality, but please make LEGO toys more available to the
average consumer. I believe in your products, and look forward to many more
years of innovation and happiness. Thank you very much for listening.
Peace and Long Life,
Tony Alexander
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In lugnet.general, Dan Thompson wrote:
> LEGO is a changing company that many think is not what it should be or what it
> used to be. The best quality construction toys are made by LEGO. The current
> customer relationship between LEGO and the people who enjoy the toys they make
> is the best it has ever been. Yet, to many it seems something is still lacking.
> People who years ago bought LEGO products now think twice before buying a new
> set. The secondary LEGO market is growing and getting more and more business
> from LEGO itself. What has caused this change?
>
> Many people think LEGO needs a change. A return if you will to what made LEGO
> so great in years past. LEGO is an enjoyable, quality made toy that many people
> regardless of age enjoy. So many of us want to see LEGO a prosperous company
> making a product everyone from children to grandparents will buy and enjoy for
> years to come. The whole reason for this survey is to get you to provide
> answers to some simple questions. When the answers are complied we will submit
> them to LEGO for consideration.
>
> Please respect the purpose of this survey and do not go off topic, have any
> discussion or make any comments on others ideas or desires for LEGO. Please only
> post your answers after some thought and be as precise and as brief as you can
> be so that everyone's voice can be heard. If someone worded their answer exactly
> as you would like to please feel free to copy it and use it as your answer as
> well. Be very honest with your answers but avoid strong negativity, insults or
> improper language. If you have no answer or do not wish to answer a question
> please list N/A.
>
> Why do LEGO toys have value to you?
I am a mechanic and have always been fascinated by mechanical items, especially
those I can take apart and put back together. I buy technic for the mechanical
functions, and other models because I like the way they look when assembled.
> What makes LEGO brand construction toys worth your money?
Better Quality than clone brands, both set content and parts manufacture.
>
> In what way has the LEGO brand let you down?
Just got 8421 Crane, and some of the yellow pieces are different shades of
yellow. Also by not offering Technic pieces as bulk packs like other more
common bricks.
> Recently, how has the LEGO brand improved?
The new Technic sets are awesome and a step in the right direction. I
specifically applaud 8455, 8416, 8420, and 8421. Also re-issuing popular sets
so we don't have to pay a fortune for older sets.
> What would you like to see LEGO (re)introduce in the next three years?
I liked the Flex system in Technic, and some space besides star-wars would be
nice.
> What does LEGO need to do to sell more products for less cost to them?
Cut Marketing/Manufacture cost without sacrificing quality. (That may be asking
for the impossible)
>
> What reason(s) do you have for not buying new LEGO sets?
I buy new sets that interest me. There are very few new large Technic sets
(700+ pieces) and those are the ones I like the most. I think more new sets
also need to be on retail store shelves, Many sets are only available online it
the USA.
>
> What would it take for you to spend more money on new LEGO products versus
> buying sets/parts on the second hand markets?
Having an availability of pieces/sets I am interested in. If a set is selling
for large prices secondhand it should be worth re-issueing new.
>
> What will it take for LEGO to remain the best construction toy for all ages and be a profitable company?
Look to make official licensed products for popular themes from TV. For
example, Knex got the Orange County Choppers license. Those sets would be much
nicer in Lego! Monster Garage could inspire some awesome Lego Technic sets, and
Jesse James even said on a show one time he got his interest in
fabrication/mechanics from building with Lego as a child. Also more models of
real things people can relate to. I pre-ordered the Statue of Liberty Sculpture
as soon as I saw it, I would like to see some more famous landmark sculptures
like that!
>
> What are your home country, first name and age?
USA, Thomas, 30
>
> Is there anything you would like to say with this last question that you feel
> someone at LEGO should not go without reading?
N/A
>
> Thank you in advance for all the answers you will give. If we take this
> seriously and present it with a determination to be a help to TLG, then I
> believe LEGO will both appreciate it and look through it honesty, considering
> our ideas.
>
> Admins please help keep this thread clutter free and productive. This survey
> will run from now until August 1st. I will be creating an excel file with
> peoples answers and will have it completed in August, at which time we turn it
> over to someone at LEGO.
>
> If you are a member of another forum please pass an invite to those members to
> answer this survey also.
>
> Thank you everyone who has participated. Please remember this thread is for
> answers to the questions and not comments about the questions, others answers or
> anything else. If you want to discuss these things please start a different
> topic or discuss them elsewhere. I would like to have everyone participate if
> possible. I will do my best at getting these answers compiled and easy to read
> for everyone and get delivered to. Again, thank you for your help and opinions.
>
> If you sit back and say nothing you will have no chance to change it later. If
> you stand up for what you think and present your opinions politely people will
> at least listen and may be affected to change.
>
> To the LEGO revival!
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Thank you everyone for helping out with the survey. This is available until
August 1st at which point it will be formatted and sent to LEGO. The survey is
available on other forums most of which are populated with a younger crowd.
Please add some more seasoned responses to make a nice balance.
Thank you in advance for your time and help.
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Hello!
Most likely I'll just repeat what others have said before. Howeveer, I didn't
read any answer to this thread before I filled in this survey.
> Why do LEGO toys have value to you?
Because they offer th best possibility to build my own little world. They offer
both specialised pieces for detailing and unspecialised pieces for virtually
every imaginable purpose.
> What makes LEGO brand construction toys worth your money?
Everything said above + its outstanding quality compared to any competitor in
the same sector.
> In what way has the LEGO brand let you down?
Changing the colours grey, darkgrey and brown made me think of quitting building
with LEGO. Even worse was the change of "licenced" figures to a skintone. Those
figs don't look like LEGO figs at all. At least this colour change made me stop
buying as much sets as I used to buy before.
> Recently, how has the LEGO brand improved?
The design of the models/sets has improved very much, especially in the Harry
Potter and Town line. Also the Designer line offers lots of nice models and good
parts for own creations.
Also the availability of parts has improved through brand stores with
pick-a-brick walls, spring cleaning boxes and such.
Thirdly the communication between us active LEGO fans and the company/the
company's represantatives has improved a lot.
> What would you like to see LEGO (re)introduce in the next three years?
I'd very much like to see them reintroducing the old colours grey, darkgrey and
brown (replacing the new colours), as well as the non arresting hinges that had
been used before (additional to the click hinges that have their values in their
own right). Also licenced figures should go back to the standard minifig-yellow.
> What does LEGO need to do to sell more products for less cost to them?
They should stop creating molds for useless parts. In particular many of the
premolded parts in the Jack Stone/4 Juniors line are not at all useful for own
creations but rather a reminder of Playmobil. For the sake of LEGO's corporate
identity they should stop trying to imitate their competitors MegaBloks and
Playmobil. LEGO must be unmistakable. So anything that's similar to the
aforementioned competitors may - for the short term - boost the sales, but in
the long term LEGO will lose their distinctive face and thus their position on
the toy market.
> What reason(s) do you have for not buying new LEGO sets?
I don't buy anything with flesh-toned (licenced) minifigs in them for I don't
want to let any such fig into my house. Also I don't buy many sets with a big
amount of new-brown, new-grey and new-darkgrey in them. Actually I only buy new
sets in my main collection series (that is anything castle-related) and I
stopped buying anything from any other line.
> What would it take for you to spend more money on new LEGO products versus
> buying sets/parts on the second hand markets?
First of all the colours grey, darkgrey and brown would have to get changed to
their former tone. Secondly the amount of big parts would have to decrease and
simultaneously the amount of smaller parts (1x1 and 1x2 bricks and plates) would
have to increase. Right now I only buy the parts I _really_ need on the second
hand market, thus avoiding to pile up parts I don't have any use for. For the
few parts I need it's not worthwhile to pay the high price for a complete set.
Well, if LEGO lowered their prices...
> What will it take for LEGO to remain the best construction toy for all ages and
> be a profitable company?
LEGO must not orientate themselves on their competitor's way of doing things.
They must stay "LEGO" as everybody knows it.
> What are your home country, first name and age?
Germany, Johannes, 28.
> Is there anything you would like to say with this last question that you feel
> someone at LEGO should not go without reading?
LEGO is such a great toy that allows people of all ages to be creative. Please
don't decrease this big advantage of the LEGO toy by changing TOO many things
where no change is necessary. There's a reason why LEGO was decorated "Toy of
the Century". Don't change away this reason.
Bye
Jojo
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Subject:
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Re: The LEGO Revival Survey
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Newsgroups:
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lugnet.general, lugnet.build, lugnet.castle, lugnet.market.theory, lugnet.pirates, lugnet.harrypotter, lugnet.space, lugnet.starwars, lugnet.sports, lugnet.town, lugnet.trains, lugnet.western
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Date:
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Fri, 22 Jul 2005 12:31:16 GMT
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Highlighted:
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(details)
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Viewed:
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36259 times
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I know this is posted to many many groups, but I really need people from all
interests to help take this survey. There are so many members here at Lugnet
yet I feared too few ever check the home page or .general. So, I plea with all
of you to allow my broad post and to help take this survey (and check out my new
battle scene). I also would ask that you help spread the word. I normally
would never post to ask for a spotlight but if anyone feels the cause is worthy
I encourage you to help others see this who may only check the spotlight column.
Please see the previous posts and feel free to take the survey here, or at
Eurobricks, or FBTB, or CC, or anywhere else yopu frequent most. Remember to
take it only once though. Thank you all for the help.
For those who think I have forgotten I have not! I have been busy and
[URL=http://www.brickshelf.com/cgi-bin/gallery.cgi?f=137709]here[/URL] is the
result. Feel free to check out the rest of the battle. Behold the might of the
Royal army as they defend against two armies at the same time.
[IMG]http://www.brickshelf.com/gallery/SuvieD/Battle/BattleForSurvey/griffins_to_the_skies.jpg[/IMG]
This is the final leg of the race I am passing off the baton to you who have not
taken this. August 1st is coming on quickly and there is no time to delay. If
have replied to the survey now is the time. If you know someone interested in
LEGO toys who has not taken the survey, encourage them to do so now. If have
helped by posting links on different forums and taken part in the discussions
bump them and keep them up until the 1st. Post any encouragement you can.
Spread the word, get peoples attention (in a good way). There is no time to
waste.
I will do what I still can but I will need your help.
If you have already answered please feel free to modify, simplify, condense or
expand your answers. Just remember, no trash talk, no vulgarity, no put downs,
and no completely unrealistic answers should be listed. LEGO will not be able
to use such things. Be positive, yet honest and wishful, yet realistic.
To the LEGO revival!
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In lugnet.general, Dan Thompson wrote:
> LEGO is a changing company that many think is not what it should be or what it
> used to be. The best quality construction toys are made by LEGO. The current
> customer relationship between LEGO and the people who enjoy the toys they make
> is the best it has ever been. Yet, to many it seems something is still lacking.
> People who years ago bought LEGO products now think twice before buying a new
> set. The secondary LEGO market is growing and getting more and more business
> from LEGO itself. What has caused this change?
>
> Many people think LEGO needs a change. A return if you will to what made LEGO
> so great in years past. LEGO is an enjoyable, quality made toy that many people
> regardless of age enjoy. So many of us want to see LEGO a prosperous company
> making a product everyone from children to grandparents will buy and enjoy for
> years to come. The whole reason for this survey is to get you to provide
> answers to some simple questions. When the answers are complied we will submit
> them to LEGO for consideration.
>
> Please respect the purpose of this survey and do not go off topic, have any
> discussion or make any comments on others ideas or desires for LEGO. Please only
> post your answers after some thought and be as precise and as brief as you can
> be so that everyone's voice can be heard. If someone worded their answer exactly
> as you would like to please feel free to copy it and use it as your answer as
> well. Be very honest with your answers but avoid strong negativity, insults or
> improper language. If you have no answer or do not wish to answer a question
> please list N/A.
>
> Why do LEGO toys have value to you?
They allow for a maximum of creativity and are infinitely combinable across the
entire product line.
>
> What makes LEGO brand construction toys worth your money?
Their longevity, durability, quality of construction and long-term value.
> In what way has the LEGO brand let you down?
Lego has taken to too much of what is called 'juniorization'. Lego has always
been about using bricks to create things and not just being given the piece
pre-made.
> Recently, how has the LEGO brand improved?
The new Creator sets are excellent. I love the Spiderman, Harry Potter and Star
Wars series as they provide a wonderful selection of new and imaginative sets.
> What would you like to see LEGO (re)introduce in the next three years?
A REAL Pirates line, not the juniorized sets that I will not touch. Also, I've
seen pictures of the Vikings stuff and they look VERY nice. Classic Castle with
the ability to connect multiple sets together would also be nice.
> What does LEGO need to do to sell more products for less cost to them?
Tough question to answer without being able to check the books ;-), but it seems
that the trend to 'juniorize' and make larger pieces that can be created with
pre-existing bricks is actually a cause of the rise in cost.
One simple way might be to offer a 'Piece Catalog' via Lego.com where
individuals can buy massive quantities of not just bricks but things like
minifig hands. Of course, this would require setting minimum order quantities
to make it worth while to produce, but it would cater to adult fans that are
desperate for large quantities of 2x4 dark red bricks, for instance, and hate
having use 3rd party sellers in order to get what they require.
> What reason(s) do you have for not buying new LEGO sets?
The simple answer is money. With limited funds to spend on Lego products, I
must be picky about what I want. This means I limit myself only to my favorite
product lines unless something is on sale. I would never have bought the Alpha
Team sets if they hadn't been 50% off at the store because they didn't appeal to
me as sets, only as pieces.
> What would it take for you to spend more money on new LEGO products versus
> buying sets/parts on the second hand markets?
Telling a company to lower prices is futile IMHO, so I will say that the value
must be there. Right now, I see sets that linger on store shelves for months
without moving, and I will only buy them when they go on deep discount sales.
It's not that they are any less creative, only that it makes no sense to me why
some sets are priced like they are. Here's a BIG for instance: Why in the
world does it cost $5.99 for a run-of-the-mill 32x32 Green baseplate? I'd buy
stacks of them at $1.99, but at $5.99 they just aren't worth it.
> What will it take for LEGO to remain the best construction toy for all ages and
> be a profitable company?
Innovation is always the name of the game here. I dare say that the Dragons
line from Megablocks was a tremendous idea and I know many die-hard Lego
fanatics that have gone to the store to buy legos and come home with these sets
instead. Why? Simple. They sell minifigs in a small tin with an assortment of
weapons and a bit of scenery for $4 or $5. How about a similar idea on Lego's
part? Why not sell 4 or 5 generic(as in grey or black or blue or red armor)
minifigs with smiley faces along with some weapons/shields and perhaps a small
green/tan 8x8 plate and a couple bricks for the same price? There's no need to
reinvent the wheel after all.
> What are your home country, first name and age?
United States, Jonathan, 26
> Is there anything you would like to say with this last question that you feel
> someone at LEGO should not go without reading?
Modern trends are a foolhardy way to do business, but some things are likely to
stay around for quite some time once introduced into society. I don't see the
'Anime Craze' dying down for quite some time since it is more a result of the
fans finally reaching the tipping point in society to create a recognizeable
niche then it is a sudden upsurge in popularity that's bound to fall. Also,
though I'm not sure how your licenses work with the Harry Potter franchise, it
would be wonderful to see a larger selection of sets for this series.
> Thank you in advance for all the answers you will give. If we take this
> seriously and present it with a determination to be a help to TLG, then I
> believe LEGO will both appreciate it and look through it honesty, considering
> our ideas.
>
> Admins please help keep this thread clutter free and productive. This survey
> will run from now until August 1st. I will be creating an excel file with
> peoples answers and will have it completed in August, at which time we turn it
> over to someone at LEGO.
>
> If you are a member of another forum please pass an invite to those members to
> answer this survey also.
>
> Thank you everyone who has participated. Please remember this thread is for
> answers to the questions and not comments about the questions, others answers or
> anything else. If you want to discuss these things please start a different
> topic or discuss them elsewhere. I would like to have everyone participate if
> possible. I will do my best at getting these answers compiled and easy to read
> for everyone and get delivered to. Again, thank you for your help and opinions.
>
> If you sit back and say nothing you will have no chance to change it later. If
> you stand up for what you think and present your opinions politely people will
> at least listen and may be affected to change.
>
> To the LEGO revival!
|
|
| |
> Why do LEGO toys have value to you?
I have had LEGO toys as long as I can remember.
> What makes LEGO brand construction toys worth
> your money?
It's LEGO.
> In what way has the LEGO brand let you down?
The ventures into non-building system items.
Named minifigs - I liked it better when only the setting, and maybe a basic
premise for the story was provided. Who all of the minifigs were individually
was left to the imagination.
(I realize I can rename the named minifigs to anything I want, but for some odd
reason I find it difficult to do so.)
In the same way, I liked it better when all of the minifigs were classic
smileys.
> Recently, how has the LEGO brand improved?
The Make & Create / Creator / Designer sets are a return to the Universal /
Basic / Freestyle type sets. Those types of sets had been missing for a while.
> What would you like to see LEGO (re)introduce
> in the next three years?
Small sets, polybags and smaller box sets. Those sizes have been missing from
the range recently.
Make & Create/Creator/Designer type sets with minifigs.
Also a return to generic (and non-licensed) themes such as the Space, Castle and
Town of old.
> What does LEGO need to do to sell more
> products for less cost to them?
N/A
> What reason(s) do you have for not buying new
> LEGO sets?
Thinking it over, I think the non-generic nature of the storylines and the
minifigs has been a factor in this for me. Another factor has been the lack of
smaller sets in the non-licensed System themes.
> What would it take for you to spend more money
> on new LEGO products versus buying sets/parts
> on the second hand markets?
Again, returning to generic (and non-licensed) storylines/minifigs and more sets
in the small to medium size (and price) range.
> What will it take for LEGO to remain the best
> construction toy for all ages and be a profitable
> company?
Not sure, but I think returning to their core business of construction toys is a
good start.
> What are your home country, first name and age?
USA, Erik 33
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> Why do LEGO toys have value to you?
It is more then a toy -- it is an art form, one that can grow with the
individual.
> What makes LEGO brand construction toys worth your money?
Limitless variations with respect to what can be created.
> In what way has the LEGO brand let you down?
N/A
> Recently, how has the LEGO brand improved?
I like many of the new colors. And many of the new sets are very nice.
> What would you like to see LEGO (re)introduce in the next three years?
An original space theme like classic space or exporiens, and Model Team.
> What does LEGO need to do to sell more products for less cost to them?
Use rapid protyping in the production of the molds (trust me I am an expert in
this field).
> What reason(s) do you have for not buying new LEGO sets?
N/A
> What would it take for you to spend more money on new LEGO products versus
> buying sets/parts on the second hand markets?
More spare parts packs in a wider range of colors.
> What will it take for LEGO to remain the best construction toy for all ages and be a profitable company?
Refining the production process. Set-wise I think they are on the right track.
> What are your home country, first name and age?
USA, Brent, 34
> Is there anything you would like to say with this last question that you feel
> someone at LEGO should not go without reading?
Go for more realism, i.e. UCS or Model Team
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> Why do LEGO toys have value to you?
They're endlessly useable and replayable. There are no limits.
> What makes LEGO brand construction toys worth your money?
The above, and they last damn near forever.
> In what way has the LEGO brand let you down?
Galidor, and those ugly new dinos. Also some of the other non-system, and
seemingly irrelevant items, such as the bionicle shoes. At least the dinos are
somewhat playable. Galidor was horrible, period.
> Recently, how has the LEGO brand improved?
The designer sets, and the pcs/price ratio in the factory and designer sets.
Designer sets are the coolest thing to come out of Lego recently.
> What would you like to see LEGO (re)introduce in the next three years?
Classic Space.
> What does LEGO need to do to sell more products for less cost to them?
Eliminate some of the irrelevant stuff like the aforementioned bionicle shoes,
and refocus on core, playable, big 3 generic themed sets. Classic Castle,
Classic Space, Classic (or at least early 90's) Train and Town. Added with the
Designer sets, those four themes would be a new golden age for Lego.
> What reason(s) do you have for not buying new LEGO sets?
Lack of disposable income.
> What would it take for you to spend more money on new LEGO products versus
> buying sets/parts on the second hand markets?
The aforementioned rereleases, or better yet, new versions that pay homage to
the old.
> What will it take for LEGO to remain the best construction toy for all ages and
> be a profitable company?
Don't wander, listen, watch, and be mindful of your history. Learn from
mistakes.
> What are your home country, first name and age?
USA, Stefan, 17
> Is there anything you would like to say with this last question that you feel
> someone at LEGO should not go without reading?
Note the reason for the nostalgia about the Classic sets and "the old ways."
Incorporate those principles into modern sets, which is something they are
starting to do.
> Thank you in advance for all the answers you will give. If we take this
> seriously and present it with a determination to be a help to TLG, then I
> believe LEGO will both appreciate it and look through it honesty, considering
> our ideas.
Best of Luck!
> To the LEGO revival!
Viva la revolucion! They've started down the road, and down it lies the path
back to greatness.
-Stefan-
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As I write this I have not viewed any other responses.
> Why do LEGO toys have value to you?
They are fun for me, fun for the kids, they are great for building anything you
want, they are fun to collect and display. Through Lego toys I meet a lot of
interseting people.
> What makes LEGO brand construction toys worth your money?
The sets build on each other, so that the pieces I get in a new set work with
the rest of my collection.
> In what way has the LEGO brand let you down?
The change in colors of grey, dark grey and brown. Also to a lesser extent the
move to flesh tone people.
> Recently, how has the LEGO brand improved?
Overall the Star Wars sets have been great since they use a wide variety of
useful pieces and are a good value. Recent train offerings are excellent. And
the variety of parts available in bulk and large sets designed for the older
builder are fantastic.
> What would you like to see LEGO (re)introduce in the next three years?
The old grey and brown colors should be re-introduced, not necessarily to
replace the new shades but as valid colors on their own right. I would also
like to see the train line developed more, and I would like to see more general
interest sets that are useful for parts and for building, that would appeal to a
wide range of demographics, such as Classic town type buildings or Pirate,
Space, Castle etc. These would be sets that don't simply rely on their own
total-fantasy theme.
> What does LEGO need to do to sell more products for less cost to them?
Sell more sets with more basic parts in more traditional colors. Many new parts
are of little use, but things like bricks, wheels, windows, doors, roof parts
and minifigures never go out of style. It would also be a good idea to limit
the number of colors to lower production costs and make it easier to build stuff
in a color (instead of ending up with just a few pieces of a color).
> What reason(s) do you have for not buying new LEGO sets?
New grey and brown tones which do not match my existing collection is the main
reason, and also flesh tone people. I purposely avoid all sets with the new
greys, which results in a virtual boycott of the current product line. If old
greys were available again I would be buying 20 to 50 times more product each
year than I have bought for the last 18 months.
> What would it take for you to spend more money on new LEGO products versus
> buying sets/parts on the second hand markets?
Bring back old greys (even if you keep the new)! Then I will be buying tons of
new product. Also I would like to see more traditional town type sets (houses,
cars, hospital, stores, services, etc) and basic assortments with windows and
doors. The current assortment is great except for the lack of old grey, and it
could be improved on with better basic sets too.
> What will it take for LEGO to remain the best construction toy for all ages and
> be a profitable company?
A return to the roots. Avoid merchandising. Avoid moves that alienate loyal
fans. Market the product clearly in brochures and on the shelves. Market a toy
that appeals to a wider demographic (ie, something a girl might buy too, such as
a house, a car or a ship that isn't purely violence - Lego is about building and
playing well, and shouldn't just be about shooting, fighting and destroying).
> What are your home country, first name and age?
USA, Matt, 34
> Is there anything you would like to say with this last question that you feel
> someone at LEGO should not go without reading?
Don't ditch the old greys! You have heard it before and will hear it again from
me no doubt. Bring back the old greys!
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In lugnet.general, Dan Thompson wrote:
> Why do LEGO toys have value to you?
The elements form a brilliant system which I enjoy working with.
> What makes LEGO brand construction toys worth your money?
The careful engineering that goes into element design continues to adhere to the
system specifications while expanding building possibilities.
> In what way has the LEGO brand let you down?
I continue to be insulted by the absence of recognition of Macintosh computer
users. I am somewhat disappointed by decreased quality in production of some
elements. Other than that, I do not feel I have been let down.
> Recently, how has the LEGO brand improved?
Improvements that apply to me? Increased access to individual elements for
purchase allows me more possibilities at less trouble.
> What would you like to see LEGO (re)introduce in the next three years?
I would like more programmable bricks and accessories for them. Re-release some
things similar to the blue Scout brick, the DACTA Control Lab, and Code Pilot
barcode reader. Release new sensors and a new RCX.
> What does LEGO need to do to sell more products for less cost to them?
N/A
> What reason(s) do you have for not buying new LEGO sets?
Only that I have very little income. (not The LEGO Company's fault, I know)
> What would it take for you to spend more money on new LEGO products versus
> buying sets/parts on the second hand markets?
N/A (I don't buy from secondhand markets.)
> What will it take for LEGO to remain the best construction toy for all ages and
> be a profitable company?
N/A
> What are your home country, first name and age?
U.S.A, Suzanne, 35
> Is there anything you would like to say with this last question that you feel
> someone at LEGO should not go without reading?
Thank you. I know it's difficult to survive in such a competitive market.
Although that may lead to some unhappy surprises for me, I trust you are doing
your best to remain true to your core values and I always appreciate that.
p.s.
I believe the Designer sets are the best thing the company has ever released.
p.p.s.
Thank you for "sharing the fun" with us grown-ups!
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> Why do LEGO toys have value to you?
It's an eternal toy, I have bricks that are 30 - 35 years old and they are still
compatable with the modern stuff. Lego creations are only limited by the
imagination of the creator and as a result they've crossed galaxys, explored
uncharted territories, dived to the depths of the earth and oceans, modelled
unique treasures, etc etc...
> What makes LEGO brand construction toys worth your money?
As I said above its and eternal toy, my bricks were initially played with by
myself then shared with my brother later my sister joined in and now my niece
and nephew when they visit.
> In what way has the LEGO brand let you down?
Making bricks and kits that are just too specialised for alternative usage.
Changing the packaging to oversize plain carboard boxes.
> Recently, how has the LEGO brand improved?
They've recognised that there is a market (abiet small) that are over the age
reccomended on the boxes
> What would you like to see LEGO (re)introduce in the next three years?
More emphasis on generic themes (i.e. town, space, castle, trains) with sets
being specifically made up from generic parts as well
> What does LEGO need to do to sell more products for less cost to them?
This is diffucult because Lego is fighting a battle where it may be seen as
"irrelevant" in the context of modern toys. I don't see price as being the main
issue. Parents will generally buy what junior requests, especially if they
perceive it as quality product.
To make junior want the sets, Lego need to excite imaginations. When I was
young, I wanted a bigger better town (space port etc) here the catalogues showed
huge towns made up from complimentry and additive sets.
Lego need to supply more diverse cheap sets that can be upgraded as time passes.
For example in the days of 12v trains the train sets could be bought unpowered,
battery powered and transformer powered. Each set was able to be converted to
another and huge numbers additional complimentry augmenting items were available
too (e.g. manual and remote points, stop/go lights etc)
> What reason(s) do you have for not buying new LEGO sets?
I have a healthy collection spanning 30+ years. Personally my interest is with
trains and the asociated town theme, I'm only really interested in augmenting
the existing pieces, so I don't need more Police and Fire stations (especially
if they're "juniorised").
> What would it take for you to spend more money on new LEGO products versus
> buying sets/parts on the second hand markets?
See above comment...
> What will it take for LEGO to remain the best construction toy for all ages and
> be a profitable company?
First and foremost remain true to your core.
However in the long term I'm a bit more pessimistic. Looking at history reveals
that from the 20's to the 60's children played with Meccano. Then from the 70's
to the 90's Lego was the toy of choice now it seems to be computer games.
The real question is: "Has Lego run its course in the mainstream and is it now
destined to be a specialty product owned and used by ever aging enthusiasts?"
Just note, Meccano still exists but it's a neiche player. Lego needs to study
this example carefully and learn from the mistakes of the past (I know things
are different now - just valuable lessons are to be learned).
> What are your home country, first name and age?
Australia, Andrew - 38
> Is there anything you would like to say with this last question that you feel
> someone at LEGO should not go without reading?
Focus on making quality toys for people of all ages and keep them profitable by
limiting the product lines to core items and bricks. Attempting to plug all
aspects of the markets will dilute your product.
Accept the market has changed and possibly augment your product lines by
diversification into new fields - remember you started by making wooden toys, so
you've done this before.
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> Why do LEGO toys have value to you?
1. I can build anything I can imagine.
2. No matter which "set" the pieces came in, all of them can be used
collectively, to enable me to build whatever I want. (Exception: Special
decorative pieces, such as Bionicle, I find to be too specialized to use.)
3. No matter which "set" the pieces came in, all of them will match perfectly
with other pieces of the same shape and/or color. Any 2x4 brick, regardless of
color, will function _precisely_ the same as any other 2x4 brick. Just as any
piece of a specific color will _precisely_ match any other piece of the same
color. (Exception: The retirement of classic Grey, classic Brown, and classic
Dark Grey prevents this for these three basic "natural" colors.)
4. These properties listed above have no expiration. That is, LEGO pieces I
acquired 20 years ago still match perfectly with pieces I can buy today.
(Exception: "New" grey, "new" brown, and "new" dark grey, as stated above, do
not match with the classic shades of these colors.)
> What makes LEGO brand construction toys worth your money?
(These are the same answers as I gave to the question above, but I'm repeating
them anyway...)
1. I can build anything I can imagine.
2. No matter which "set" the pieces came in, all of them can be used
collectively, to enable me to build whatever I want. (Exception: Special
decorative pieces, such as Bionicle, I find to be too specialized to use.)
3. No matter which "set" the pieces came in, all of them will match perfectly
with other pieces of the same shape and/or color. Any 2x4 brick, regardless of
color, will function _precisely_ the same as any other 2x4 brick. Just as any
piece of a specific color will _precisely_ match any other piece of the same
color. (Exception: The retirement of classic Grey, classic Brown, and classic
Dark Grey prevents this for these three basic "natural" colors.)
4. These properties listed above have no expiration. That is, LEGO pieces I
acquired 20 years ago still match perfectly with pieces I can buy today.
(Exception: "New" grey, "new" brown, and "new" dark grey, as stated above, do
not match with the classic shades of these colors.)
> In what way has the LEGO brand let you down?
1. The "Color Fiasco" -- the retirement of classic Grey, classic Brown, and
classic Dark Grey -- still annoys me to no end. All pieces of the "new" shades
of these three colors in any sets I've acquired (even the Technic pins and
axles!) I keep segregated in a "Bag of Shame". Furthermore, I _refuse_ to buy
any set having pieces in these new colors at full retail price; I will wait
until I can catch them on clearance, or I will do without!
2. Too many new colors are introduced in just a few pieces. If you _really_
need to introduce a new color, USE IT! Offer this new color in the
quintessential LEGO piece, the 2x4 brick, in bulk quantity! Off sets having
large numbers of pieces in this new color. Do _NOT_ just have this color used
for one or two pieces in one or two sets, and then whine to us about how you had
to change _other_ colors in order to save money!
> Recently, how has the LEGO brand improved?
The new Designer sets are a Godsend! If only they used classic shades of Grey,
Brown, and Dark Grey (instead of the "new" shades of these colors), I'd already
have bought several hundred dollars worth of these new sets, perhaps even
thousands! (To the best of my recollection, over the first three years the Star
Wars LEGO sets came out, I spent approximately $4,000 total on LEGO, mostly on
the Star Wars sets.)
> What would you like to see LEGO (re)introduce in the next three years?
1. By now, it should be obvious the most important (to me) thing to
_re_introduce would be CLASSIC GREY, CLASSIC BROWN, and CLASSIC DARK GREY!
2. Offer us a Bulk brick set, totalling around 1,000 pieces (mostly rectangular
bricks, several slope bricks, a fair number of "round" bricks, etc.), all of
just one color, but available in _any_ color LEGO produces!
> What does LEGO need to do to sell more products for less cost to them?
1. If you insist on offering a set _only_ via Shop@Home, then you can easily
skimp on the fancy, full color, high gloss printing on the oversized box!
Instead, package that "Exclusive Shop@Home" set in a generic cardboard box that
is _just_ big enough for all the pieces (but no bigger).
2. Offer a 10-20 percent discount on Shop@Home orders of $1,000 or more. If
five LEGO fans in the same club want to order several sets, they will be sorely
tempted to combine their order and inflate their order, just to get that
discount. On your end, it's usually easier and cheaper to fulfill and ship one
really large order than five separate smaller orders.
3. Before you allow any engineer or designer to introduce a new piece (i.e., a
new mold), take several of this new piece to each of several children aged from
7 years old to about 14 years old, and ask these kids to use this new piece in
as many different ways as they can. If they cannot come up with _several_
_different_ uses for that piece, do _not_ release that piece, as it is far too
specialized! (Save yourselves some serious money by _not_ creating the mold for
this new piece!)
> What reason(s) do you have for not buying new LEGO sets?
The "new" shades of Grey, Brown, and Dark Grey -- I will _not_ buy any set
having a large number of these pieces, until and unless I can find it on
clearance.
> What would it take for you to spend more money on new LEGO products versus
> buying sets/parts on the second hand markets?
1. Offer us a Bulk brick set, totalling around 1,000 pieces (mostly rectangular
bricks, several slope bricks, a fair number of "round" bricks, etc.), all of
just one color, but available in _any_ color LEGO produces!
2. Offer us the ability to special order _any_ piece, in _any_ color that piece
is currently produced, at bulk quantities. For example, if I'm building a
skyscraper model, I may actually need to buy 1,000 Trans-Dark Blue 1x4x3 panels.
Sell 'em to me! Of course, you can institute a "minimum quantity to be
ordered". But if we _want_ to order such a huge number of them, LET US!
3. Offer a 10-20 percent discount on Shop@Home orders of $1,000 or more. If
five LEGO fans in the same club want to order several sets, they will be sorely
tempted to combine their order and inflate their order, just to get that
discount. On your end, it's usually easier and cheaper to fulfill and ship one
really large order than five separate smaller orders.
> What will it take for LEGO to remain the best construction toy for
> all ages and be a profitable company?
Ask us, your online fans, questions like this every so often (once a year or
so). Pay attention to our responses (and act upon them!). Follow up with us;
let us know what you did (or did not) do as a result. In the case of anything
that a large number of us ask of you, that you (for whatever reason) do not act
upon, _tell_us_why_ you didn't. (We may not like the reason why, but we will
respect you for telling us the reason...)
> What are your home country, first name and age?
My country is the United States of America, my given name is Franklin, and I am
40 years of age.
> Is there anything you would like to say with this last question
> that you feel someone at LEGO should not go without reading?
Your company has been around longer than I've been alive. As such, you need to
be aware that, even though your "target" may be people who are currently
children, many of your "original" customers are _still_ your customers (albeit,
buying for their own children and/or grandchildren). As such, I would encourage
you to never take them (or their intelligence, or their feelings) for granted.
We love your product. We will continue to love (and support, and buy) your
product, _as long as you let us_.
Very respectfully yours,
Franklin W. Cain
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In lugnet.general, Dan Thompson wrote:
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Thank you everyone who has answered so far. I hope to get at least 100
responses by August first when I will have it all placed neatly in an excel
file to send this info to LEGO. Please ask anyone in your LEGO clubs, LUGs,
or any other people you know enjoy LEGO products.
We can make a difference and we will if everyone will take some time to share
their opinions. People go on for hours sharing what they think is important,
now is your chance to make it count. By answering these questions LEGO can
have something to look at, something to study, and something to help make new
decisions with.
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Dan,
I hope your compilation document will be available to us as well!
It should be neat to see. (^^)
-Suz
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Dan,
I hope your compilation document will be available to us as well!
It should be neat to see. (^^)
-Suz
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I am planning on making it available to everyone. I wish more people would
reply though. I planned on making a few pie charts and graphs concerning
peoples similar responses and demographics. If there is enough data to do so
that is. I will do something extra with it.
There is still a little time left. Hopefully people are just procratinating and
will respond soon.
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Dan Thompson wrote:
> Why do LEGO toys have value to you?
I've had LEGO products since I was a little child, and they've shaped my way
of thinking. I'm a programmer, and bricks taught me how to think more
efficiently about object oriented languages.
> What makes LEGO brand construction toys worth your money?
I like the concept of bricks, I always have. I've gone through lots of toys
in this genre, like Maccano's Erector sets, K'Nex, and a few others, and
they just were not as fun, easy to use, or comprehensive like bricks were.
Now, it is true LEGO isn't the only manufacturer of bricks, but Megablocks
is the only true competetor to LEGO. However, that said, Megablock designs
suck badly, they aren't imaginative. Megablock brick quality also tends to
be subpar to to LEGO's.
> In what way has the LEGO brand let you down?
Ultimately, it hasn't. Bionicle, although marketed incorrectly*, is an
interesting way to go. It involves taking special parts and building cool
looking things. The only thing I don't like about Bionicle is that it has
taken resources away from true Technic sets, and fewer and fewer new
Technic sets are being released.
* Bionicle has been being marketed as a precursor to System, ie, LEGO pushes
Bionicle fans into System instead of the other way around. Bionicle is
still a Technic series product, and should be treated as somewhere to go
after System.
Now, on the other hand, the Star Wars line has somewhat let me down. I think
some of the designs are interesting, and the SW line has produced a few
cool parts, but Star Wars killed Classic Space. I'm a huge SW fan, and I
own a few SW LEGO sets, but I'm a bigger Classic Space fan.
> Recently, how has the LEGO brand improved?
As I said above, both the Bionicle and Star Wars lines have produced
interesting parts. The ball joints from Bionicle-in-a-can sets are great,
lots of mecha builders have been using them.
> What would you like to see LEGO (re)introduce in the next three years?
I really do want more Classic Space. I know Star Wars prevents LEGO from
building Classic Space, but I really would like to see more.
> What does LEGO need to do to sell more products for less cost to them?
This is a simple case of marketing. Lets say you sell a kit for $50, and one
person buys it, or you sell a kit for $40, and two people buy it. Lowering
prices just a tad will improve prices quite a lot. I myself have had that
problem, the good kits are out of my range; I've also talked to a lot of
people who had this problem.
In addition to that, people (me included) miss the really cheap sets. Like,
whatever happened to polybags? Bionicle-in-a-can is cheap, sure, but those
cans increase the price a lot. A $12 can would cost about $8 in a simple
cardboard box.
Also, heres a simple fact: many of us can rationalize buying 10 $5 dollar
sets than 1 $50 dollar set. Thats consumerism for you.
> What reason(s) do you have for not buying new LEGO sets?
As I just said, cost. The only thing I've been buying lately is the
Bionicle-in-a-cans and the cheap Designer sets. I'd love to get sets like
Titan XP, but I just can't afford it.
> What would it take for you to spend more money on new LEGO products versus
> buying sets/parts on the second hand markets?
Cost. LEGO kits now cost entirely too much.
> What will it take for LEGO to remain the best construction toy for all
> ages and be a profitable company?
I believe I've answered this question in my previous answers. ;)
> What are your home country, first name and age?
Patrick McFarland, 21, USA.
> Is there anything you would like to say with this last question that you
> feel someone at LEGO should not go without reading?
When I was a child, I used to belong to the the Lego Fan Club, and it was a
neat little thing to belong to. However, I'm too old to belong to it now,
and I don't have any children that I could hide behind and say I'm
subscribing for them.
I think the AFOL community needs a Lego Fan Club for adults; I know quite a
few AFOLs that would subscribe to it instantly. Your consumer base is
aging. Taking the 1980s as the peak of LEGO sales, you have tens of
thousands of people world wide that ultimately never grew up, and are
finally going somewhere in life.
We have the money, and we want to buy your stuff. Why aren't you making
products specifically for us?
--
Patrick "Diablo-D3" McFarland || pmcfarland@downeast.net
"Computer games don't affect kids; I mean if Pac-Man affected us as kids,
we'd all be running around in darkened rooms, munching magic pills and
listening to repetitive electronic music." -- Kristian Wilson, Nintendo,
Inc, 1989
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I didn't originally reply to this because I prefer automated surveys, but since you
need more input...
Dan Thompson wrote:
> Why do LEGO toys have value to you?
Bottom line - they're fun. They can be used to create just about anything, and you
aren't limited to just what the instruction show.
> What makes LEGO brand construction toys worth your money?
The quality (though it seems to be slipping lately). And the sheer bulk of my
current collection would make it hard to switch to anything else ;-)
> In what way has the LEGO brand let you down?
Colors. The 2 shades of purple in the Knight's Bus seriously rankles me.
Colors - BRING BACK the old greys and brown! In addition to the new if needed, but
bring them back!
> Recently, how has the LEGO brand improved?
It hasn't, in my eyes. Quality on the castings seems a bit worse. And I buy almost
nothing new anymore due to the new greys/brown. What I do buy gets parted out on BL
to get rid of those danged greys/brown.
> What would you like to see LEGO (re)introduce in the next three years?
Need I say it? The old greys and brown.
I'd like to see more Model Team sets. More Mindstorms accessories. A more powerful
RCX. DCC for train. More track geometries.
> What does LEGO need to do to sell more products for less cost to them?
Less Licensed product. Smaller boxes. It irks me that the boxes are over 50% air.
I can often compact 5 sets into 1 box.
> What reason(s) do you have for not buying new LEGO sets?
New greys/brown. It's really the only reason I went from $1-3000/mo to $20 or
so/mo.
> What would it take for you to spend more money on new LEGO products versus
> buying sets/parts on the second hand markets?
Bring back the old greys/brown. Bring out more track geometries for train.
> What will it take for LEGO to remain the best construction toy for all ages and
> be a profitable company?
I'm not a Business grad, so can't really comment much. I think they're on the right
track, EXCEPT for not bringing back the old greys/brown.
> What are your home country, first name and age?
US, Tom, 38.
> Is there anything you would like to say with this last question that you feel
> someone at LEGO should not go without reading?
PLEASE bring back the old greys and brown! The new brown just DOES NOT work for
vegetation.
--
Tom Stangl
*http://www.vfaq.com/
*DSM Visual FAQ home
*http://www.vfaq.net/
*Prius Visual FAQ Home
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Dan Thompson wrote:
> There is still a little time left. Hopefully people are just
> procratinating and will respond soon.
I'd be great if there was a web form for this. I could pass it around to
AFOLs that aren't in any of these communities that are featuring this
survey.
Also, maybe you should get this survey mentioned on the larger geek news
websites, like Slashdot? or Kuro5hin? You'll get dozens if not hundreds of
responses that way.
--
Patrick "Diablo-D3" McFarland || pmcfarland@downeast.net
"Computer games don't affect kids; I mean if Pac-Man affected us as kids,
we'd all be running around in darkened rooms, munching magic pills and
listening to repetitive electronic music." -- Kristian Wilson, Nintendo,
Inc, 1989
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In lugnet.general, Patrick McFarland wrote:
> Dan Thompson wrote:
> > There is still a little time left. Hopefully people are just
> > procratinating and will respond soon.
>
> I'd be great if there was a web form for this. I could pass it around to
> AFOLs that aren't in any of these communities that are featuring this
> survey.
>
> Also, maybe you should get this survey mentioned on the larger geek news
> websites, like Slashdot? or Kuro5hin? You'll get dozens if not hundreds of
> responses that way.
Yes, an automated web form would have been better in some respects but I don't
know how to do that and as simple posts people can edit their responses if they
want to. I don't want off the cuff answers, I wanted people to think about what
they were writing and to make it valuable.
I am not familiar with geek websites. I think it may be too late to get these
posted there. Though if you have some initiative and were willing to help out I
have no problem with that. You may post the survey to any site it would be
useful on. Be sure to let me know how to find the replies though.
Any help is much appreciated.
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Subject:
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Re: The LEGO Revival Survey
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Newsgroups:
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lugnet.general, lugnet.build, lugnet.castle, lugnet.market.theory, lugnet.pirates, lugnet.harrypotter, lugnet.space, lugnet.starwars, lugnet.sports, lugnet.town, lugnet.trains, lugnet.western
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Date:
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Thu, 28 Jul 2005 19:14:00 GMT
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Viewed:
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39469 times
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This is my final plea and I will be silent about this (I will post the results
though) from now on.
Lugnet isn't filled with little children. There are thousands, I think, of
members here who have jobs, families, children, spouses and other things that
take up their time. Yet, one thing brings us together, LEGO toys.
I can't count the threads in dozens of forums about how people wish things
were different. They would like to see "such and such" or "this or that" yet
now when it counts, when it really matters, so few are willing to speak up on
what they think. Too few have responded about their personal concerns of which
Jake has promised to read. Not only to read though. Anything that proves
useful or valuable he has promised to pass on the the right people. This means
marketing, designers, or maybe even the high-ups will possibly get and read what
each of us value and want to see.
This isn't a pipe dream. This is the real deal. Dozens of AFOLs and KAFOLs
have already responded and shared what they feel is important. Hundreds of us
have commented or complained about so many issues over the last few years that
it would be near impossible to go back and read just the opinions on this site.
Yet, still with a new and fresh opportunity set before us, we sit back and
ignore it.
It is like the people who won't vote. They think what they have to say is
important but their apathy is so great they neglect the very things that will
shape their lives for years to come. They never use the "voice" to change what
they can. Yet, they still find time to complain about something when it isn't
what they wanted. Every vote counts.
In this case, every reply counts. Don't let this pass by. Everyone can find
15-20 minutes to reply. I am not asking for money or blood or anything that
will cost you greatly. All I am asking for is your valuable answers to 11
questions. What can I say that will help you decide. I can't promise anything
that I haven't already. I can't give away $100 sets to the first 40 replies. I
can't bake everyone cookies and mail them out. I can ask you, nay, beg you to
help with this effort. Please help. Please. Help me (insert your name)
Kenobi, you are THE only hope.
Show Jake and LEGO what we are made of. Don't let the chance pass.
Thank you for your reply. Every answer counts. Every opinion matters.
The LEGO revival survey
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In lugnet.general, Dan Thompson wrote:
> This is my final plea and I will be silent about this (I will post the results
> though) from now on.
With due respect, Dan, I think that an eleven-question essay test is a bit of a
turn-off. I speak only for myself, but I've already articulated their likes and
dislikes throughout this forum, and I'm reluctant to go through it again. I
suspect that this is why most online surveys are of the "rate this statement on
a scale of 1 to 5" variety.
I applaud your effort, though, and wish you luck with your findings.
Dave!
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> With due respect, Dan, I think that an eleven-question essay test is a bit of a
> turn-off. I speak only for myself, but I've already articulated their likes and
> dislikes throughout this forum, and I'm reluctant to go through it again. I
> suspect that this is why most online surveys are of the "rate this statement on
> a scale of 1 to 5" variety.
I know. I decided to make this survey for that reason exactly. I myself have
complained or praised dozens of new things made by LEGO and the chances of
anyone actually caring what I or anyone else thought about just about any topic
was almost non-existant. I was hoping people would see that this was something
different and that it would prove helpful. Nevertheless, I see your point
completely. I love the speed at which other surveys can be taken but I always
get frustrated that I have to agree or disagree with a whole statement when for
me only part of it applies. At least this way, my answer is personal and I know
it will be looked at.
Thanks for the best wishes, I think I shall need some luck to get people to
respond who feel as you do. As we all do at times. I figure if people can keep
gambling even though they lose every time then maybe some will respond when the
odds of winning are much better this time around. Even if there is a chance
this will only be read by Jake.
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> Why do LEGO toys have value to you?
They are the quintessential Schrodinger's cat. A big pile of bricks is
*everything* waiting to happen.
> What makes LEGO brand construction toys worth your money?
Lasting interconnectivity. There's are very few parts that can't be connected to
every other brick produced. Bricks made 20 years ago are as functional and
sturdy as bricks made today. Nothing ever goes out of style.
> In what way has the LEGO brand let you down?
The color change. Creating colors that aren't backwards compatible while at the
same time retiring those that are compatible has been a colossal blunder.
> Recently, how has the LEGO brand improved?
Designer sets. They remind me of the old Universal Building sets I used to crave
as a child. More of these are most welcome!
> What would you like to see LEGO (re)introduce in the next three years?
I would like to see the return of a generic minifig space theme. And minifig
packs.
> What does LEGO need to do to sell more products for less cost to them?
N/A
> What reason(s) do you have for not buying new LEGO sets?
Mostly the color change.
> What would it take for you to spend more money on new LEGO products
> versus buying sets/parts on the second hand markets?
More actual bricks in a set. There tends to be too little multi-purpose brick in
a lot of sets making it difficult to create lots of diverse things from the sets
themselves. I think that just looking at the alternative model images
illustrates this; they tend to be downright awful.
> What will it take for LEGO to remain the best construction toy for all
> ages and be a profitable company?
N/A
> What are your home country, first name and age?
U.S., Wayne, 36
> Is there anything you would like to say with this last question that you
> feel someone at LEGO should not go without reading?
Bring back the old colors! Just last week I built a grey structure that I had to
angrily disassemble when I noticed a stray new grey block within the walls. They
just looks terrible together.
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In lugnet.general, Dan Thompson wrote:
> The whole reason for this survey is to get you to provide
> answers to some simple questions. When the answers are complied we will
> submit them to LEGO for consideration.
I have to agree with Dave S on this one insofar as it's sort of mundane for many
of us to answer these sorts of surveys. I would seriously be amazed if anything
appears in this thread that hasn't been voiced before, or has ever gone to Lego
before. The people at Lego that will read through these replies probably are
already aware of everything that's said. Every once in a while "surveys" of this
nature come along, and invariably get very similar responses. Many of us are
probably just too used to seeing them.
But, that said, for whatever reason, I'm feeling up to writing a bit right now,
so I'll add my $.02.
> Why do LEGO toys have value to you?
Lego has value insofar as:
1) Collector's item - It's very collectable with a wide range of history, and
varied amounts of "sub-genres" that are collectable within themselves. Many
items have a unique quality about them that collectables have. Less so now,
since they're following the trend of common toys. A "Power Rangers Action Power
Zord" is very "fad"-ish, and less collectable than something that's a little
more timeless. Older Lego more generally is appealing as a collector's item,
newer Lego less so, but there are certainly lots of still-collectable products.
2) Modelling tool - Lego is a medium like clay, paint, wood, etc. You can use it
to be creative and make models and art for display or light play value. And
while not as versatile as some other mediums, it's versatile enough to do most
anything you want, plus provides an interesting challenge to limit yourself to
the available pieces.
3) Functional play value - Technic, Mindstorms, and even just general pieces
provide ways of "playing" or even creating practical things within the medium.
One is able to test out a theory, teach an idea, or solve a practical goal by
using Lego bricks. Lego in particular is easy to use for these purposes, and
highly re-configurable to suit changing needs or enhanced functionality.
4) Entertainment play value - Primarily for children, but also for adults in a
more limited sense, Lego provides a "fantasy environment" for free-range play.
The environment is for all intents and purposes unlimited, and can accomidate
itself to any scheme you can imagine. Again, re-usability is key, where other
products are generally more single-use.
5) Nostalgia - Many adults grew up with Lego. Lego also has a rich history
compared to many other existing toys. As such it is enjoyable as a historical
item, either generically or personally.
> What makes LEGO brand construction toys worth your money?
1) Versatility - A Lego set is an investment in much more than its "intended"
use. Other products are often not worthwhile because they're only useful for a
single purpose, or close to it.
2) Durability - Although recently the quality of pieces has seemingly gone down,
Lego is known to last for a long time without much degredation in quality.
> In what way has the LEGO brand let you down?
1) Color change. I have to say (not that I haven't said it before, just
re-venting) this is the one thing that I totally disagreed with. Every other bad
decision at Lego at least had the *potential* for benefit, even if it didn't pan
out. Galidor? ZNAP? Bulk ordering? Theme parks? Juniorization? Increased use of
cheaper plastic? New chrome? Maersk ship re-release? I can stand behind Lego on
all of those because there was a *possible* benefit. Color change? Absolutely NO
benefit whatsoever. Only cost. I seriously think this was the worst decision
Lego's ever made.
2) Plastic quality (newer elements I've seen very often start cracking
immediately, I noticed this as of 2003, but possibly existed earlier)
> Recently, how has the LEGO brand improved?
1) Attention to the adult market. Release of exclusive large-ticket items,
communication with the fan community, "legend" re-releases.
2) Re-focus on core products such as designer sets.
3) New prospects such as LegoFactory, Galidor, Bionicle, Mosaic, etc.
Effectively, a willingness to try new directions, even if some of them fail.
> What would you like to see LEGO (re)introduce in the next three years?
1) Better bulk packs. Varied parts packs like 5145 instead of bulk like 3459.
Bulk in the way it's being done currently is nearly completely useless to me.
Bulk items should be slightly specialized elements that are needed in vast
quantity, such as: greenery, windows (NOT doors), generic minifigs (IE "minions"
or crowds), etc.
2) Varied bulk pack of tiles (1x1, 1x2, 1x4, 1x6, 1x8, 2x2). (I know, I know. It
fits with the above, I just wanted it as its own item)
3) Space Legend sets
> What does LEGO need to do to sell more products for less cost to them?
To sell more:
- Make better products. See above. And probably below.
To save money:
- Shorten the development chain.
- Stop producing as many single-use molds.
> What reason(s) do you have for not buying new LEGO sets?
1) New colors. I haven't stopped buying new Lego thanks to new colors, but I
have admittedly bought far less. The new Sandcrawler? Would've been all over
that for parts. Now it's largely useless, since the brown gets tossed into a
bin, awaiting the day that I've accumulated enough of the new brown to be
useful.
2) Versatility. Themes such as Bionicle, Alpha Team and Belville are less useful
to me thanks to a high amount of pieces that don't "fit" with the "system".
Although useful for specific elements, they don't provide a large degree of
value to me. Note that I don't necessarily advocate changing that, because I
think there is still merit in the way it's done now.
> What would it take for you to spend more money on new LEGO products versus
> buying sets/parts on the second hand markets?
Too much to be worth Lego's while. Pick-A-Brick is a great sentiment in that
direction, but it will most likely never be able to compete with the
after-market. Availability from Lego just isn't there on such a pitiful amount
as is being asked for from individuals.
> What will it take for LEGO to remain the best construction toy for all ages
> and be a profitable company?
To be the best? I think that's already happened. To be profitable? That's
another question. While the "Wal-Mart" philosophy becomes more dominant,
attention to product quality will likely dwindle. Quick-to-produce, cheap sets
are much more profitable, I expect. A trade-off that Lego will have to walk, I'm
not sure it can remain dominant profit-wise AND quality-wise.
> What are your home country, first name and age?
David, USA, age 28.
DaveE
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Wow, David Eaton just pretty much hit the nail on the head... Here's my $0.02:
> Why do LEGO toys have value to you?
They're fun to play with, and they'll never go "out of style". I can pass them
down to my kids in the future.
> What makes LEGO brand construction toys worth your money?
Best quality compared to other building blocks, and a lot of thought has been
put into set designs (hopefully).
> In what way has the LEGO brand let you down?
The biggest disappointment was the colour change. This includes the
licensed-minifig colour change.
> Recently, how has the LEGO brand improved?
The recent designer sets, with the assortment of non-juniorized, multi-use
pieces are great! Recent AFOLs involvement is novel, and the whole LEGO factory
concept seems like a good idea.
> What would you like to see LEGO (re)introduce in the next three years?
Besides pieces in the old colours, having the classic castle and town sets (from
the 80s, early 90s) would be awesome. They don't even need to be reissues, just
release sets that focused on normal daily life.
> What does LEGO need to do to sell more products for less cost to them?
N/A
> What reason(s) do you have for not buying new LEGO sets?
The one and only reason: I won't buy a set that contains pieces in the new
colour.
> What would it take for you to spend more money on new LEGO products versus
> buying sets/parts on the second hand markets?
Offer sets with interesting designs or pieces that I want. Here's an example: I
recently bought 6060 Knight's Challenge off eBay because it has an interesting
design - much better than 8779 The Grand Tournament (what's so grand about 3
minifigs and 0 horses?). Another example: I want original light grey 1x4
bricks. Since I can't buy them from LEGO, I'll go to the secondary market. I'm
still waiting for the 1x1x2/3 slope to come out in black.
> What will it take for LEGO to remain the best construction toy for all ages and
> be a profitable company?
Go back to its roots. Concentrate on selling construction toys (rather than
clothes and video games). Avoid licensing agreements.
> What are your home country, first name and age?
Bryan, Canada, 27
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>
> Why do LEGO toys have value to you?
The are a great toy and I believe they have educational value and are just
great to let your imagination run wild
>
> What makes LEGO brand construction toys worth your money?
The fact that no matter what I build if I dont like it I can change it and the
fact they are so cool most of the times.
>
> In what way has the LEGO brand let you down?
Not releasing Vikings in the US yet, Making weird themes (understandable though
for their kid oriented ways now) Making the Castle series not so great (the old
stuff was the best) the big color change too
>
> Recently, how has the LEGO brand improved? • They have come out with some decent sets
>
> What would you like to see LEGO (re)introduce in the next three years? CLASSIC CASTLE, CLASSIC SPACE, Old Scholl TOWN stuff, Classic PIRATE
>
> What does LEGO need to do to sell more products for less cost to them?
Need to come out with more stuff that the older Lego Users would want to buy and
keep almost all pieces and add them to their collection. Make buying just the
specific bricks beter too.
>
> What reason(s) do you have for not buying new LEGO sets?
Some of them I just dont want to spend the money for the few parts I actually
want.
>
> What would it take for you to spend more money on new LEGO products versus
> buying sets/parts on the second hand markets?
Sets more akin to the old days, better themes (or just back to the basics)
better set selections, being able to find what I want.
>
> What will it take for LEGO to remain the best construction toy for all ages and
> be a profitable company? • Going back to the 80s and 90s style sets and themes
>
> What are your home country, first name and age? • USA, DUSTY, 22
>
> Is there anything you would like to say with this last question that you feel
> someone at LEGO should not go without reading?
If VIKINGS, a better castle theme, and space theme where out and for a good
price vs peice count where out you might make more money and go back to the top.
Just my answers to the questions
Dusty
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> Why do LEGO toys have value to you?
You can create anything you want.
It stimulates my creativity.
> What makes LEGO brand construction toys worth your money?
The quality of the bricks, that remain usable over many years.
That bricks from the past still connect to the bricks of today.
> In what way has the LEGO brand let you down?
Introducing odd colors available in only a limitid range of parts.
It's hard to get a good amount and parts range in those colors to
build something in those colors.
Introducing many new parts with limited usage.
> Recently, how has the LEGO brand improved?
Getting back to basic bricks.
The Creator and Designer sets are great.
Pick-A-Brick to get and select the bricks you want
(and not having to take and pay for bricks you don't want)
> What would you like to see LEGO (re)introduce in the next three years?
A wide range of matching windows (like the classic window range,
consisting of 1x1x1, 1x2x1, 1x1x2, 1x2x2, 1x3x2, 1x4x2 and 1x6x2)
> What does LEGO need to do to sell more products for less cost to them?
Produce sets with useful parts, that can also be used to build many other
things and not just the main model of the set.
Include instructions for some alternate models and perhaps images of more
alternate models.
Stop introducing new and odd colors.
Stop introducing new single purpose parts.
> What reason(s) do you have for not buying new LEGO sets?
Odd colors and odd pieces I have no use for.
> What would it take for you to spend more money on new LEGO products
> versus buying sets/parts on the second hand markets?
For vintage parts I'll go to the second hand markets.
For parts in the discontinued color gray I'll go to the second hand markets.
(I don't care about the color change of dark gray and brown, as I don't
use those colors).
For regular bricks (in regular colors) I would buy new sets/parts, if these
contain a good amount of useful bricks (1 by x, 2 by x) or plates
(1 by x upto 6 by x) in regular colors (black, blue, red, yellow, white)
and for a resonable price (good price/part ratio).
> What will it take for LEGO to remain the best construction toy
> for all ages and be a profitable company?
Keep high quality.
> What are your home country, first name and age?
Netherlands, Niels, 31
> Is there anything you would like to say with this last question
> that you feel someone at LEGO should not go without reading?
Nothing more than I have already said above.
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> Why do LEGO toys have value to you?
Open-ended play; that is, the ability to create what I want, limited only by
imagination and the physical limitations of the bricks. Durability; I have Lego
elements in my collection that are at least 30 years old, and they still work as
they should. The ones without teeth-marks, that is... Interchangeability; for
the most part, an element works as it should, regardless of manufacturing era or
color.
> What makes LEGO brand construction toys worth your money?
Value reasons given above. They also let me connect with my children (well, one
of them, at least) in somewhat the same way "having a catch" does. And I know I
can hand my collection down to my kids, or grandkids, and they'll still be
usable.
> In what way has the LEGO brand let you down?
1) The elimination of the "classic" grey and brown colors. It REALLY bugs me to
know that new sets won't match. I'll NEVER be able to build a giant
monochromatic grey or brown MOC by combining what I have accumulated over 30+
years with what I can go and buy today at a retail store.
2) The introduction of more special-purpose and "juniorized" elements. I'm not
about to say the world would be better if all we had to build with were
single-height rectangular bricks and rectangular plates. But some of the newer
elements, especially from the Bionicle and Galidor lines, are mostly useless as
"construction" toys, unless you want to construct action figures. The
open-endedness has been lessened.
> Recently, how has the LEGO brand improved?
I think the Creator series is a GREAT sign that LEGO is interested in its roots.
Even my "non-Lego" teenage child will occasionally break out a Creator set that
I gave her as a creativity exercise. That is probably the greatest endorsement
of the Creator series that I have seen.
> What would you like to see LEGO (re)introduce in the next three years?
1) A return of the "classic" greys and brown.
2) See #1. Repeat about 1000 times. I'm serious.
3) Reissue of some of the "Classic Space" series, including the old-style space
helmets.
4) Reissue of old "Legoland"-type town sets.
> What does LEGO need to do to sell more products for less cost to them?
I'm not sure - are you asking me how Lego can keep its costs down? Stop
introducing juniorized elements. You already have invested in tooling for the
ones you have, but stop spending money on elements that can be made by stacking
a handful of bricks and plates together. Choose your advertising wisely.
> What reason(s) do you have for not buying new LEGO sets?
If the subject of the original creation shown on the box is uninteresting, or if
the pieces don't look useful. For example, the new Dino-battle sets (whatever
it's called); I really like the shape of the helicopter, but I really dislike
the color scheme. If that helicopter were available in grey or black, or were
more monochromatic, I'd probably buy the set. As it is, I'm not sure. I'll
surely look over the parts list, and the instructions once they're posted
online, and see if I can make it in colors that I like.
> What would it take for you to spend more money on new LEGO products versus
> buying sets/parts on the second hand markets?
A new set has to fit one of two criteria: do I want it for the subject modeled
on the box (i.e., an X-Wing) or do I want it for the parts? Once I decide I
want it, then it comes down to price-per-part, and the perceived value there.
Sets that include only basic parts should have a lower price-per-part than sets
with lots of specialized parts. For example, the Lego Factory sets that have
been "leaked" seem to have a VERY high price-per-part, especially for the parts
included. If I buy a set new (for myself or my kids), it's often bought on
sale, or clearanced, or I'll wait for a coupon.
> What will it take for LEGO to remain the best construction toy for all ages
> and be a profitable company?
I can't answer the profit part - that's up to your economists. As for "best"
construction toy, I think Lego is there. The quality of the elements, the
durability, the elegance all make for an excellent product.
> What are your home country, first name and age?
USA, James, 41
> Is there anything you would like to say with this last question that you feel
> someone at LEGO should not go without reading?
Yes. I think the decision to change the grey colors was the worst decision Lego
has ever made, from an AFOL standpoint. It is a no-win situation for the
company. If you change back, and you're seen as dishonest by some AFOLs; if you
don't change or reintroduce the old colors, the resentment crops up every time
someone realizes they don't have quite enough "old grey" elements to finish a
MOC. This, combined with the way Lego "magically" came up with some more Maersk
Blue after announcing that there would never be any more, lead to distrust.
Regardless of the resolution, I think the "grey issue" will take years to heal,
and that's really unfortunate.
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Woops, substitute "designer" in my post for "creator" Not enough coffee this morning...
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1) I like the colors and versitility.
2) Endless hours of creativity and possabilities.
3) FAR Too many single or limited-use elements. Bionicle if full of them.
4) Nice new colors.
5) Brick packs (bulk) in the cool new colors - dk red, dk green, med. blue,
ect.More Sports theme - BICYCLE RACE in cool colors!
6) n/a
7) Too many single-use elements in set. Too many unhappy looking minifigs.
8) Bulk bricks or buildings in the new colors with lots of detail similar to #4886 building bonanza. Even more detail!
9) n/a
10) USA/Don/41
11) The Maersk set #10152 is the greatest set I have ever built!
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In lugnet.general, Dan Thompson wrote:
> Why do LEGO toys have value to you?
Because they are still the best construction toy on the market.
> What makes LEGO brand construction toys worth your money?
The quality is better than the clones.
> In what way has the LEGO brand let you down?
Original space themes have largely been replaced with Star Wars.
> Recently, how has the LEGO brand improved?
I like the newer "generic" building sets as well as the new Star Wars sets.
> What would you like to see LEGO (re)introduce in the next three years?
LEGO trains needs more automation. Things like electric switches, lights, and
etc.
> What does LEGO need to do to sell more products for less cost to them?
Stop building new molds and introducing new colors at an alarming rate.
> What reason(s) do you have for not buying new LEGO sets?
Falling interest on the part of my kids.
> What would it take for you to spend more money on new LEGO products versus
> buying sets/parts on the second hand markets?
A LEGO store within a four hour drive of Cincinnati Ohio with "pick a brick".
> What will it take for LEGO to remain the best construction toy for all ages and
> be a profitable company?
Keep producing cool new sets for kids.
> What are your home country, first name and age?
USA, Jeff, 36 years old.
> Is there anything you would like to say with this last question that you feel
> someone at LEGO should not go without reading?
Keep the brick quality high!
Jeff
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Here are my thoughts.
Mark
>
> Why do LEGO toys have value to you?
It's a toy that allows you to be creative and the bricks last forever. It's also
a toy for all ages.
>
> What makes LEGO brand construction toys worth your money? • Play value, durability.
>
> In what way has the LEGO brand let you down?
Recently, too much juniorization, even my kids are complaining about this. In
addition, the Lego Factory contest, while a great idea in itself, ended in a
major let down that was never satisfactorily addressed by TLC. Jake will know
what I'm talking about.
>
> Recently, how has the LEGO brand improved?
Re-release of sets, good new technic sets, new town construction crane, some
good train sets.
>
> What would you like to see LEGO (re)introduce in the next three years? • Classic town and castle, trains, classic space.
>
> What does LEGO need to do to sell more products for less cost to them?
>
> What reason(s) do you have for not buying new LEGO sets?
Price too high for amount of pieces, juniorization, theme (e.g. bionicle, jack
stone).
>
> What would it take for you to spend more money on new LEGO products versus
> buying sets/parts on the second hand markets? • Good new sets or rereleases, along the lines of what was produced in the 1980s.
>
> What will it take for LEGO to remain the best construction toy for all ages and
> be a profitable company? • Lower their prices some, listen to AFOLS more (they've made a decent start).
>
> What are your home country, first name and age? • USA, Mark, 37.
>
> Is there anything you would like to say with this last question that you feel
> someone at LEGO should not go without reading?
Listen to AFOLS more. They influence not only the adult community, but also
their kids and the kids of their friends and relatives. I just finished reading
a marketing article that discussed how word of mouth is becoming increasingly
important, especially the opinions of so-called 'influencers' like AFOLS are in
the Lego community. This is even more so now, given the increased amount of
information available to all of us.
>
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> Why do LEGO toys have value to you?
They are toys that stimulate creativity and they helped me develop
mathematical and spatial skills as a child. The toys are a connection to
my past (I am still playing with the bricks I got 28 years ago), yet
they still allow me to look forward tot he things that I hope to build.
They also provide me with a great way to play with my son when we are at
home.
> What makes LEGO brand construction toys worth your money?
In addition to what I wrote in response to "Why do LEGO toys have value
to you?*" I know that LEGO is a quality toy that will hold up to years
of play both in the sense that LEGO is strudy and that LEGO is a toy
that I continue to return to.
*They are toys that stimulate creativity and they helped me develop
mathematical and spatial skills as a child. The toys are a connection to
my past (I am still playing with the bricks I got 28 years ago), yet
they still allow me to look forward tot he things that I hope to build.
They also provide me with a great way to play with my son when we are at
home.
> In what way has the LEGO brand let you down?
The latest US Shop-at-Home catalog is a bit of a let down. My 5-year old
son loves it, but it seems like it is page after page of violent
acivity. I am not a prude, and I know that I built red and yellow tanks
as a child. Nonetheless, the last catalogue (Summer 2005?) was just a
bit too much.
> Recently, how has the LEGO brand improved?
There seems to be a wider selection of things from which to choose. For
example, a few years ago it seemed like everything "town" was Jack
Stone. Now, there is 4+ and town.
> What would you like to see LEGO (re)introduce in the next three years?
Some interesting train track pieces. For example:
1. A set of points that are configuable; they could be configured to
a. produce the current geometry,
b. switch directly into a curve that fits perfectly into a normal LEGO
train track curve,
c.or connect end to end to provide a smooth cross oever between too
parallel tracks.
2. A rerailer that makes it easy to put trains on the track and will put
trains back on the track as the train goes buy.
3. Train wheels that can pick up power from the track.
A design your own house set. This set would be similar to the My Own
Train trains, but with more options. People could pick from a couple of
style of houses, a few colors, and build their own house.
For example a shopper could chose from three roof styles and colors:
1. gabled, 2. dormered, or 3. plain
1. black, 2. gray, or 3. brown
Then the shopper could choose a color for the house, the number of
floors in the house. LEGO could also sell accesories to finish the
insides of the house.
> What does LEGO need to do to sell more products for less cost to them?
If I knew the answer to this I'd be applying for a job with the company :)
> What reason(s) do you have for not buying new LEGO sets?
When I choose not to buy a LEGO set it is usually for one of three
reasons: I don't like that particular set, it is too far "off theme" for
me, or I just wouldn't know where to put it. "Off theme" means that it
the set in mind won't help me reach my goal of building a train layout
at home. When I say that " I just wouldn't know where to put it, that is
exactly what I mean. I _love_ a lot of the stuff I see (the new mobile
crane, the Imperial Star Destroyer, etc) but I have no idea where I
would diplay some of it.
> What would it take for you to spend more money on new LEGO products versus
> buying sets/parts on the second hand markets?
I don't typically buy sets on the second hand market, but occasionally I
do buy parts. The vast bulk of my LEGO money goes to LEGO. Nonetheless
BrickLink provides a service that LEGO doesn't (can't?) BrickLink is
amazing in that you can usually find anything you want. The down side to
BrickLink is that you can't always find enough of what you want from on
seller. I don't know if LEGO could perform this kind of service though.
Afterall, the finacial goals of hobbyists aren't the same a a
multinational company. If LEGO could sell all of the pieces that are
sold on BrickLink I would shop LEGO's brick service for the convenience
if it wasn't a lot more money. I you want, I could send you a copy of
the 4 orders I just placed and the amount that I spent on those orders.
If LEGO could have filled those orders for a bit more, I would have done
it just to make life easier for me. Here is a scale that rates how
likely I would be to go with a convenient find everything you need
service from LEGO vs price increase as compared to what I bought on
BrickLink (of course I included the shipping costs from BrickLink
because shipping from 4 different shops substantially increases the cost.)
10% more = definately
20% more = very likely
25% more = likely
30% more = somewhat likely
50% more = probably not
> What will it take for LEGO to remain the best construction toy for all ages and
> be a profitable company?
Don't forget about the all ages part. Try not to aim all products in a
given theme at a specific age group. For example, if there are no sets
in a given theme to excite a 10-year old, then that 10-year old may stop
playing with LEGO, and that customer may be gone forever.
Be smarter with the marketing; for example the Pick-a-Brick wall. A lot
of people don't realize those walls aren't displays, and why would
people want to buy lots of window frames, when there are no window panes
to put in the frames?
Market Shop-at-Home's bulk brick area more agressively in the catalogues
packed in with the sets. At the Millyard I had a conversation with a
parent who said that it wasn't possible to get brown bricks (a color
used all over the Millyard). She was obviously well acquainted with LEGO
toys, but had no idea that bricks could be ordered on-line from LEGO's
Shop-at-Home service.
Encourage cooperation within the company. Recently, I heard comments
like LEGO is thinkg of offering this service, but it isn't clear who
would get credit for the sale. It went unsiad, but the underlying
meaning was, since people are still discussing who will get credit it
could be a while before anything like this ever happens. When people
within different divisions have to worry about credit for a sale then
the company as a whole suffers.
> What are your home country, first name and age?
USA, Christopher, 36.
> Is there anything you would like to say with this last question that you feel
> someone at LEGO should not go without reading?
Be careful. LEGO should not sacrifice its core values. LEGO has never
been a cheap toy, and if it becomes one, LEGO will lose customers. Do
not sacrifice the quality of the LEGO brick. If the brick becomes cheap
and shoddy LEGO will lose customers. Don't sacrifice core values by
turning LEGO into a violent toy by design. I worry that LEGO will lose
more of its "quality of play" customers than it will gain by creating a
violent play system in order to compete with violent competitors.
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In lugnet.general, Dan Thompson wrote:
> Why do LEGO toys have value to you?
They're fun, interesting and good for creativity.
> What makes LEGO brand construction toys worth your money?
The large amount of good piece/price ratio sets, particularly designer
> In what way has the LEGO brand let you down?
The magazine, it is a load of rubbish full of poor writing and minimal content.
There is no 'general interest' that could inspire new models. The models on
display do not inspire creativity. Sure, they want to cater for a young
audience, displaying models by 12 year olds and under, but you can't aspire to
those models, even if you are that age. They should be willing to put in truly
good models by any age. It is purely advertising. It should be so good, people
will be willing to pay for it. I'd be willing to pay for it if it was good
quality, but it just isn't.
Apart from that, it hasn't, sure there's the whole new grey thing, but that
doesn't bother me. I never had that much grey to start with, and I look forward
to having enough new grey to build something really good.
> Recently, how has the LEGO brand improved?
Designer sets, they offer incredible ways to build your collection of useful
pieces. There is little or no useless content in them.
> What would you like to see LEGO (re)introduce in the next three years?
Non Star Wars space sets.
> What does LEGO need to do to sell more products for less cost to them?
Make less specialised pieces. There are thousands of molds available already
and with the incredible ways of using pieces seen across brickshelf, I don't
think it is hard to achieve special shapes.
> What reason(s) do you have for not buying new LEGO sets?
My parents don't let me. I have too much, apparently.
> What would it take for you to spend more money on new LEGO products versus
> buying sets/parts on the second hand markets?
Me leaving home and being able to spend my own money. I've never bought Lego
second hand, only been given it.
> What will it take for LEGO to remain the best construction toy for all ages and
> be a profitable company?
Keep going how it is. Seriously, apart from the colour problems, LEGO is better
than it ever has been. The sets being released now are better value and design
than any before. People say re-release this and re-release that, but old sets
were never that good compared to the new sets.
> What are your home country, first name and age?
UK, Peter, 15
> Is there anything you would like to say with this last question that you feel
> someone at LEGO should not go without reading?
You're doing a great job, keep up the good work!
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Ah, what the heck. Here goes:
> Why do LEGO toys have value to you?
The ability to express myself creatively. Relaxation.
> What makes LEGO brand construction toys worth your money?
The quality of the bricks and piece compatibility across themes. My bricks from
30 years ago still interact with my new bricks today.
> In what way has the LEGO brand let you down?
In many ways I believe the company has lost confidence in the imaginations of
children today. I feel the company's focus has gone from "just imagine ..." to
"play on!". Set 7241, Fire Car, actually says "Designed for easy building and
instant play" on the box! Forgive my misunderstanding, but I thought that when
I bought the world's premiere construction toy, the building WAS the play. If I
wanted a toy truck, I'd buy a toy truck. I think this change in emphasis leads
to several negatives:
1. Pre-set story lines, whether from a licensed theme like Star Wars or Harry
Potter, or company-constructed story lines like KKII or Bionicle, discourage
children from coming up with their own imagined plots.
2. There is a high emphasis on "action" in sets. To take my favorite theme,
castle, civilian sets like the guarded inn are a thing of the past, because
every set has to feature conflict. Again, rather than encouraging creativity,
this actually limits play, because everything comes down to a pre-imposed
dichotomy of the good guys against the bad guy.
3. Too many things like hockey, soccer, basketball, and video games, rather
than actual building sets.
4. Overreliance on highly speciallized (juniorized) parts.
> Recently, how has the LEGO brand improved?
There are currents in the company that run counter to the above, like the
Designer line, the MOC sets, and the new LEGO Factory.
> What would you like to see LEGO (re)introduce in the next three years?
Sets without pre-imposed story lines or good guy/bad guy conflicts. For
example, in the Castle theme, an actual walled town with a combination of
military and civilian sets. Look at the wide variety of things Playmobile does,
for example.
> What does LEGO need to do to sell more products for less cost to them?
NA
> What reason(s) do you have for not buying new LEGO sets?
I very rarely build the actual "official" set designs, so I buy sets more for
what pieces or minifigs they can add to my collection. My collection is getting
to the point where it's pretty big, and so often I will decide to just turn to
Bricklink for the fig or unique element that I wanted.
> What would it take for you to spend more money on new LEGO products versus
> buying sets/parts on the second hand markets?
Really compelling set designs still draw me in. Sets that have a high
percentage of basic bricks, plates, and slopes rather than things like pre-fab
walls or whatever tend to draw me in. Of course pricing is always a factor.
There is also the issue of gray versus new gray, but I reallize that the company
has already heard all of our comments loud and clear by now.
> What will it take for LEGO to remain the best construction toy for all ages and
> be a profitable company?
NA
> What are your home country, first name and age?
USA, Bruce, 36
> Is there anything you would like to say with this last question that you feel
> someone at LEGO should not go without reading?
There have been rumors of troubled times at both Brickshelf and Lugnet. The
company should know how much these resources are a boon to them and should try
and find new ways to support them.
Bruce
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Dan Thompson wrote:
> Why do LEGO toys have value to you?
They are a great way to express my imagination. The elements can be
used over and over again for different things.
> What makes LEGO brand construction toys worth your money?
The high quality of the bricks, and the interconnectivity. LEGO pieces
from my childhood (mid 70s) work with what I can buy off the shelf from
my local store (ignoring colour issues). The different pieces are so
well thought out they connect with other pieces in ways I'm still
discovering.
> In what way has the LEGO brand let you down?
Quality does not seem to be as important as it was 15 years ago. The
printing on minifigs has become more complex, but is frequently smudged,
or at least one colour is off.
The change in greys and brown. Makes the company look like a cheep
knockoff unless you know the colour change was intentional.
A few years ago LEGO changed the design of the tubs and buckets. The
tubs in particular are less useful to me now, but more importantly they
are now made of a much softer plastic. This continues to out-gas for
years, emitting chemicals that are harmful to me in particular (I am
very sensitive to these fumes), and to a less extent to the kids who use
them to store their bricks.
I think you have let yourself down by stressing the finished model
rather than the building (and the different things to do with any set).
I have talked to parents who feel that after a couple of pieces from a
particular set are lost, the entire set can't be used.
> Recently, how has the LEGO brand improved?
The creator/inventor sets are wonderful, a step back towards the
imagination of LEGO. The x-pods are great for a travelling kit, and
small enough that they are an easy impulse purchase. I loved the
'spring-cleaning' buckets/tubs. They allowed LEGO to get money for
pieces otherwise not used, and were a great treat for AFOLs.
I'm so glad that LEGO has recognized in whatever way, and helped support
AFOL groups that do displays (Event kits, catalogues).
Pick-A-Brick sounds like a wonderful concept, but living in an
out-of-the-way corner I don't expect to ever see one in person.
> What would you like to see LEGO (re)introduce in the next three years?
Small sets, like polybags. Gives kids something they can buy every time
they go into a store.
Idea books. I realize with the limited time any set is available this
has become more difficult. You could mainly have ideas that use basic
type bricks (like creator sets), or from longer running themes (SW,
Harry Potter). I would love to have something that makes kids go
"Wow!". They may not have the bricks to build that thing, but it might
get them to building something other than just the models in their
sets. If you can't do that, then maybe have background pictures in your
catalogues like this. Years ago you used to have scenes of different
sets together in your in-box catalogues, with other pieces too. My
favourite was page 14-15 of the Canadian in-box catalogue from 1994
(997918/998018-CA), showing the firemen on the ladder truck (6340)
rescuing people from a burning building while the police (6348) kept the
crowd at bay.
More train goodies, like a DCC system or different track geometry.
And for a totally pie in the sky wish - Monorails. They are a huge hit
at any train show where we use them.
> What does LEGO need to do to sell more products for less cost to them?
Reduce the number of colours they use.
Clearly label the grey and brown bulk bricks on the website and
catalogues. If I'm not 100% sure if the bricks are old or new colours,
I'm not going to order them.
Find a way to get product to small hobby and train stores, so that they
can sell it at train shows. Many kids leave a show after seeing a LEGO
train club on display wanting to go buy LEGO trains. If we could point
them to the table over in the corner, the parents would have no hope :).
> What reason(s) do you have for not buying new LEGO sets?
The colour change of greys and brown bothers me. I am uninclined to buy
set with predominately these colours, and I'm certainly not buying
multiples.
Sometimes I can't find sets I want in local stores. The turnover of
themes is so high, if I don't buy some sets when I first see them
(unlikely for me at full retail), I won't see them again. I imagine it
makes it difficult for kids to save up for a big set if it is gone by
the time they have the money.
> What would it take for you to spend more money on new LEGO products versus
> buying sets/parts on the second hand markets?
Ideally change the colours (greys and brown) back.
More train stuff, fewer large, specialized elements that could be made
by a combination of basic bricks.
> What will it take for LEGO to remain the best construction toy for all ages and
> be a profitable company?
Stop trying to do everything (video games, clothing etc.) and get back
to the basics of building.
> What are your home country, first name and age?
Canada, Gail, 38
> Is there anything you would like to say with this last question that you feel
> someone at LEGO should not go without reading?
We AFOLs are a resource. Please use us. We are a worldwide focus group
that you can have for free. We influence other customers every time we
enter a LEGO aisle in a store and talk to other shoppers, or put on a
display.
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