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In lugnet.announce, Suzanne D. Rich writes:
> There's a new TLC press release at:
>
> http://www.lego.com/info/press.asp
>
> here's the good stuff:
>
> http://www.lego.com/press/
>
> -Suz
Did any else notice the statistics in the "Dot-com crowd loves Lego"
article? http://www.brickshelf.com/cgi-bin/gallery.cgi?i=11947
The article quoted Shannon Hartnett from TLC - "She said U.S. sales to this
group are up close to 8% from 1998, and nearly one in 10 Lego buyers is now
a grownup, or what aficionados call AFOLs: Adult Friends of Lego."
So I guess we made up some percentage greater that 10% of the Lego sales in
1998 (since AFOLs seem to spend more money per capita on Lego than a parent
for a child). If that is true, we have considerably more buying power that
I thought. Does anybody else have any more recent (or more accurate)
statistics?
BTW, I thought AFOL was "Adult Fan Of Lego"?
Regards,
Steve Martin
martinsa@mail.com
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In lugnet.lego.direct, Steve Martin writes:
> In lugnet.announce, Suzanne D. Rich writes:
> > There's a new TLC press release at:
> >
> > http://www.lego.com/info/press.asp
> >
> > here's the good stuff:
> >
> > http://www.lego.com/press/
> >
> > -Suz
>
> Did any else notice the statistics in the "Dot-com crowd loves Lego"
> article? http://www.brickshelf.com/cgi-bin/gallery.cgi?i=11947
>
> The article quoted Shannon Hartnett from TLC - "She said U.S. sales to this
> group are up close to 8% from 1998, and nearly one in 10 Lego buyers is now
> a grownup, or what aficionados call AFOLs: Adult Friends of Lego."
>
> So I guess we made up some percentage greater that 10% of the Lego sales in
> 1998 (since AFOLs seem to spend more money per capita on Lego than a parent
> for a child). If that is true, we have considerably more buying power that
> I thought. Does anybody else have any more recent (or more accurate)
> statistics?
I am really surprised by this too - especially since a lot of AFOLs, more or
less, do not buy all that much new Lego. Even sales at 10% would surprises me.
Come on Brad? You must know! Tell us your secrets (the Lego ones).
>
> BTW, I thought AFOL was "Adult Fan Of Lego"?
Me too.
Scott A
>
> Regards,
> Steve Martin
> martinsa@mail.com
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In lugnet.lego.direct, Steve Martin wrote:
> Did any else notice the statistics in the "Dot-com crowd loves Lego"
> article? http://www.brickshelf.com/cgi-bin/gallery.cgi?i=11947
>
> The article quoted Shannon Hartnett from TLC - "She said U.S. sales to this
> group are up close to 8% from 1998, and nearly one in 10 Lego buyers is now
> a grownup, or what aficionados call AFOLs: Adult Friends of Lego."
>
> So I guess we made up some percentage greater that 10% of the Lego sales in
> 1998 (since AFOLs seem to spend more money per capita on Lego than a parent
> for a child). If that is true, we have considerably more buying power that
> I thought. Does anybody else have any more recent (or more accurate)
> statistics?
I wouldn't be surprised if "one in 10 Lego buyers is now a grownup" is
really just a translation of "10% of our sales are for consumption by
adults".
10% of sales is still a whopping good margin, when you consider the impact
AFOLs can have as leaders and influencers of other consumers.
Steve
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