Subject:
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Re: Open letter to the CEO of the LEGO Company / Call for your signs! (no discussions here please)
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Newsgroups:
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lugnet.color, lugnet.dear-lego
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Date:
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Thu, 20 Jan 2005 00:57:30 GMT
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(details)
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In lugnet.general, Reinhard "Ben" Beneke wrote:
> _________________________________________________________ February 2005
>
> To Mr. Jørgen Vig Knudstorp
> CEO of LEGO Company
> Billund
> Denmark
>
> Dear Mr. Knudstorp,
>
> we are writing to you, the highest authority of LEGO Company, in order to
> express a matter of utmost importance for our community. We, the signatories of
> this letter, form the group of Adult Fans Of LEGO® (AFOLs). Some of us have
> children who play with LEGO® toys but most of us build models with LEGO® bricks
> ourselves. Until recently, we have been the biggest fans of your products. Now,
> however, our enthusiasm for your products has been put extremely at risk because
> we are calling a decision into question that was made by the LEGO Company which
> is of great importance for us.
>
> The issue that has stirred up anger over the past year, is the fact that within
> LEGO Company a wrong decision has been taken, namely the break of a tradition
> which had existed for the past 40 years - the continuity of the
> SYSTEM colours.
>
> New tones e.g. grey, dark-grey and brown, as well as some other, less important
> tones have been added to the product range at the beginning of year 2004. This
> measure has caused great offence through the fact that long-established colours
> were abandoned at the same time and are now no longer used in new sets. From
> this decision, countless problems for collections and self-created models occur.
> These problems have been discussed in detail at www.Lugnet.com. You can find
> extracts of these discussions at the end of this letter.
>
> Through the change of the colours we find ourselves extremely restricted in
> exercising our hobby as we are used to and thus are even more annoyed about this
> - in our eyes - unnecessary and quite badly thought-out decision. This topic has
> been troubling us for more than one year now and has lead to strong negative
> emotional reactions.
>
> The relationship of LEGO Company to its fans has never been as good as today,
> the same holds true for the model palette. The possibilities we, the AFOLs, have
> today - be it the buying opportunities or the participation in
> product development - are simply incredible ("Bulk-order", "S@H",
> "pick-a-brick-wall", "My Own Creation", "Community development team"). We had
> never thought all this possible just a few years ago. And we are extremely
> grateful for all these opportunities, but unfortunately these praiseworthy
> achievements turn into almost nothing through the decision of stopping the
> production of the important colours. Even the most beautiful set that is
> achievable on the market now is completely useless for us as source for building
> an own model of it as our partly huge brick collections are full of bricks of
> the old colours which do not match with the new colours.
>
> We found out that LEGO Company still produces sets which were introduced before
> 2004 and which accordingly contain the "old" SYSTEM colours. At present,
> production machines run parallel and produce the same elements in both colour
> shades (old and new). We are therefore of the opinion, the time would be right
> to stop the further application of the new colours now since these are widely
> not accepted among customers. We agree with the decision to limit the colour
> palette to prevent it from growing to infinity. We find that the time is right
> to stop the production of the new colours and to reactivate the production of
> the old colours. It would cause LEGO company no trouble at all since all
> resources are available until today: production machines, stocks and granulate.
> By the discontinuation of the new unloved colours, resources would be set free.
>
> Through the measure of taking back the colour change, you would earn our
> greatest respect which would be mirrored clearly in our purchase behaviour and
> our picture we have of the brand LEGO!
>
> We call upon you, Mr. Jørgen Vig Knudstorp, to take action now!
> Give us back our SYSTEM of grey, dark-grey and brown!
>
> Signature (age), place (state), approximate annual budget before 2004,
> approximate budget for 2004, (optional data)
> (example for sign)
> LEGO®-Fan A. Smith (33), city, (state), much money in 2003, less money in 2004
>
>
>
>
> APPENDIX (some statements from the LUGNET-discussions):
>
> Main arguments against the colour change:
> "weakening of the LEGO® SYSTEM through such a drastic alteration is bad"
> "incompatibility of warm, old, and cold new colours"
> "restricted use of the new colours because of incompatibility"
> "new part shapes are not available in old colours, old part shapes are not
> available in new colours"
> "new colours are too similar to the ones of cheap competitors (Megabloks)"
> "old colours appear yellowish beside the new (bluish) colours - this makes them
> look worn"
> "unnecessary alteration, as the questioning of teen LEGO®-Fans has shown"
>
> Minor but still serious problems:
> "sorting"
> "hard to see differences at bad light"
> "contradictory communication about the purpose of the changeover"
> "it seems that LEGO Company itself is not convinced about the change towards
> bluish colours as it does not promote it in public"
> "rejection of the new grey because it appears to look military-like"
> "exactly the clearness of the new colours is their disadvantage: steel-grey is
> not suitable for building rocks, reddish brown is not suitable for most shades
> of rust and wood"
This is a typical example of where a collective whole with the potential to make
real changes can destroy/ridicule itself.We've already seen several postings
recently which make us look like a bunch of saddos at a Fight Club!
Ben – Sorry for replying to this thread but as everyone else has chosen this
thread to comment/read, and not the one which you asked, this is the place I
have to post
Can we all just hold back a minute and focus on the issue? There is only one
issue = A number of us are spending less on Lego because we don’t like the new
greys and Lego should consider the commercial consequences of this policy. I
don’t think bad translation or some misrepresentation in the letter takes
anything away from that.
Look at the average drop in expenditure for the ‘agree’ posts. Even if they
choose to ignore the plea, this information will provide Lego with some
valuable marketing information. They should take this seriously as a lot of us
have children who we buy Lego for just like other non-AFOLs.
It’s been suggested that AFOL sales represent 5% of the Lego market. If this is
the case, then a change in policy at a minor cost may liberate 1-2% of sales
revenue in a given year which might otherwise be lost, which could mean the
difference between staying afloat and not. Of course, these figures are only
suggestions taken from the Lugnet discussion groups but I’m sure many companies
would pay for the marketing information we willingly offer on this site. The
percieved track record from Lego in response to AFOL concerns has been somewhat
spurious in the past but we should not stop the feedback.
I agree that the letter is more flowery than it needs to be and maybe a little
too aggressive in parts, but Ben’s (and his friend’s in Germany) intentions are
honourable and a genuine attempt to make a difference FOR US.
In fact, only those in agreement with the (spirit of the) letter should respond.
If you disagree, stay silent – you are the ones who are happy with the bley
situation.
Lego are getting it right in so many areas that the bley issue is marked by it’s
singularity. I agree with the intent of your letter, Ben – but would suggest
that it is reworded once you have received all the replies of course!
Jon Reynolds, England, 38, Lego spend pre-2004 approx £1,000.00 per year, 2004
approx £500, 2005 £Nothing planned.
Jon
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