Subject:
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Re: Putting your bricks where your mouth is...
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Newsgroups:
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lugnet.build
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Date:
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Sun, 19 Aug 2001 16:13:33 GMT
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Viewed:
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619 times
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In lugnet.general, Jim Green writes:
> I've read so much about anti-juniorization, anti-bionicle and desires for the
> return of town and space. But outside of expressions of nostalgia or all-out
> bashing, what I haven't heard is how individuals would like to see things
> directed in a *more positive and realistic* sense
Jim... you must have missed some of my recent rants.
http://news.lugnet.com/town/?n=3442
http://news.lugnet.com/lego/direct/?n=3127
http://news.lugnet.com/lego/direct/?n=3139
Despite the fact that they are highly critical of the company's
products/actions, they are also loaded with suggestions of how things could
be better. But I like your approach, so I'm going to throw in my two cents.
> So, how about a challenge?
>
> Let's each of us who is concerned about the current direction of TLC offer real
> (physical) examples of what *should* be done. For example, create a MOC that
> (for all intents and purposes) could actually become an official Lego-produced
> set. This would at least demonstrate that AFOLs are not just whiners but that we
> are a positive resource for a company who has a significant place in our lives
> and that we'd like to see succeed.
I agree with your point of offering suggestions, not just whining... but
here's my issue.
I'm not a very talented model designer. This is one of the reasons I want
to see strong designs come out of the company itself. That is what they do,
that is their job. They have proved beyond a doubt that they have talented
model designers on staff (look at the theme parks) but for some reason this
attention to design quality does not translate itself into actual retail models.
I want the LEGO company to offer up some amazing models that make me realize
how much I need their product and how much fun it is to build a high quality
set. I want *them* to astound *me*. I shouldn't have to dance around and
show them what's possible... they set laid the groundwork for this years ago.
And yes.... they are trying. Look at the Statue of Liberty set. It's
amazing. And... it's bloody expensive. Show me what you can do with 300 -
500 bricks. I'm stupid. I can't come up with great designs on my own.... I
want to buy some of the one's you put on the shelves (not just Shop at Home).
> --Desirability: The set has to appeal to a general audience, a large population,
> not just AFOLs, but kids on every continent. Maybe this means a theme that has
> not yet been developed (such as an ancient Rome gladiator set, for example), but
> definitely something to spark the imagination and break sales records.
I think the suggestions of the themes themselves might just be a good start.
But in order for LEGO to implement any further themes I think it's time to
start retiring some of the existing lines. Take a look at LEGO's own website...
http://www.lego.com/legofinder/themes.asp
More than 20 themes... and I'm not even sure this includes the
aforementioned sculptures.
I honestly believe the key to success is not MORE themes.... but rather
BETTER themes. Time to get rid of the dead wood and refocus the company on
what it does best... create really good sets. We know they can manufacture
bricks, no one ever questions their quality control of individual bricks.
It is the sets that have suffered, but why?
> --Playability: The set has to be more than an interesting sculpture or something
> to sit on a shelf or decorate a lawn. Think about how children play and how your
> creation will fit into their activity. Does one have to pretend or imagine a lot
> to make the set fun, or are there gadgets and features that hold attention? Can
> the set be built into other equally interesting MOCs?
Couldn't agree more. The models/sets must have a high playability factor.
Not just whiz bang action, but something that draws kids/adults into the
theme. The early LEGOLAND sets had this.
> --Price Point: Price is often the foremost complaint about Lego, so this might
> be the most challenging aspect. Know that price affects the number, kind and
> color of bricks used. You want the most bang for the buck, but as the producer,
> you want to make as much profit as is warranted (PS: your company is in the
> red).
See my comment above on the Statue of Liberty set. No one is going to pull
a company into the black with this set. But sets that actually appear on
store shelves and actually are affordable.... hmmmmm..... that might do it.
For all the complaints I have about the LEGO company these days, they are
doing some things right.
They *seem* to realize the value of the reissued classic sets, but really
don't seem to have a clue how to market them. Take a look at their
website... can you easily find mention of the Reissue series? And yet they
post announcements on the LUGNET site. Where are similar announcements on
their own site? Don't they realize that not every online LEGO fan in the
world uses LUGNET. Go to the LEGO website and click on "What's New". It's
astounding to me that they haven't made mention of the reissues.
They have embraced high tech toys and have had well-earned success with the
Mindstorms series.
They have embraced the adult LEGO fans of the world but seem only to have
done this through LUGNET. I'm in the toy section of a Wal-Mart or a
Zeller's at least once or twice a month. Judging by the shelves alone...
nothing has changed. The company appears to still believe that it has to
dumb down it's own product in order to compete. It was always the fact that
LEGO was MORE creative than other toys that made it interesting and highly
successful.
They have issued more and better bulk packs. My only concern here... the
cost. For me, here in Canada, to look at shipping and exchange issues,
these packs are simply priced through the roof. I have not and will not
order them.
Don't get me wrong... I *want* LEGO to succeed at everything they do. I
just wish they'd decide to take things seriously and really learn to operate
like a business that wants to put itself at the head of the pack.
Regards,
Allan
A.F.B.L.P.A.M.
(Advocate For Better LEGO Products And Marketing)
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