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To everyone at LUGNET:
My apologies for what may have been the longest recorded case of AFK ("away
from the keyboard") in recent memory. But believe me, it was all in a good
cause - I think all LEGO enthusiasts (and particularly AFOLs) will be pleased
with the plans we are now putting into action.
We are very aware of the excitement, interest, and even skepticism which the
messages announcing LEGO Direct have created. And we are working very hard to
build community and direct commerce initiatives which will be worth not only of
the LEGO brand but of your high expectations. This, of course, demands much
attention and toil, and so unfortunately I've not had as much time to spend on
these boards as I would like. But we are reading and taking note of your
interests and desires.
We've spent most of the last several weeks finishing and presenting the LEGO
Direct business plan, as well as putting key pieces of our organization and
partnerships into place. Our funding is approved and we have the enthusiastic
support of our Executive Team. We're working on our design, our infrastructure,
our distribution and fulfillment arrangements - really, all the pieces that go
into building a world-class effort (both on- and off-line) in community
experience and commerce. (And let me reiterate again that this is indeed a
global effort - LEGO Direct will launch its initial offering beyond the US.
We're still working on exactly how many markets we'll be able to serve from the
beginning - this is more a function of fulfillment capability than anything
else - but this is very definitely not an American-only operation. And we'll
move into as many markets globally as we can as quickly as we can, likely over
a period of months from our initial launch.)
I can say now that we are building our new offerings not to a narrow focus with
limited age appeal (i.e. what has been perceived as the "traditional" LEGO
target of children). Instead, we recognize that our appeal extends over a wide
range of ages and interests, and that LEGO has a value proposition not only for
younger children, but for young parents, families, older children and
teenagers, and - most decidedly - adults. Nor do we view LEGO Mindstorms as our
only product with adult appeal; the health and vitality of LUGNET is testament
to the interest our core play materials products hold for everyone. So we will
be reshaping our direct-to-consumer presence, both online and offline (for
example, the LEGO club), to be much more attuned to the needs and interests of
our consumers.
Among other activities, we will be helping to enable and participate in LEGO
communities for older (i.e. adult) enthusiasts, and we will create (over time)
products and other offerings with specific appeal to this group. This means not
only bulk buying, but perhaps exclusive playthemes or product lines that are
made even more valuable by the participation and input of the community.
We intend also to provide support, either financial or otherwise, to as many of
the LEGO communities and clubs out there (both online and off) as we can. I've
even spoken to Todd Lehman regarding how we can provide support for LUGNET
(without, of course, in any way comprising its independence. And we're also
working on organizing a couple of events at our first-ever LEGO Club Convention
at LEGOLAND California in July which should have interest specifically for
AFOLs.
And what (I hear you saying) about bulk buying? Well, it's definitely
happening. We are working right now on determining how many items we can offer
initially - though I should tell you, it will necessarily be a limited number
at first as we test our manufacturing and distribution capabilities for this.
In addition to a selection of standard bricks, we will also be offering a dozen
or so "non-standard" items which we will, in a couple of weeks, want to have
your input on. (Start mobilizing those votes for windows now.) Also, we will
not be offering items which are currently out of production, at least for some
time (I can't make any promises here.) And, once again, the target for
delivering this service to you is late summer. I'll have more details on bulk
buying, as I said, in two or three weeks.
Until then, keep playing well. And I promise not to be absent for so long a
time ever again.
-- Brad
Brad Justus
Senior Vice President, LEGO Direct
legodirect@lego.com
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Message has 21 Replies:
 | | Re: an update -- and an apology
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| Brad, Thanks for keeping in touch, I am sure this will send off into another 100+ posts a day or so! Good luck! Scott S. < Snipped Brad's message for length sake! > ___...___ Scott E. Sanburn-> ssanburn@cleanweb.net Systems Administrator-Affiliated (...) (24 years ago, 28-Feb-00, to lugnet.dear-lego, lugnet.general)
| | | Re: an update -- and an apology
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| Thanks for this, Brad. It sounds like you're delivering what you promised: the sceptics will have to eat their words :-) I'm looking forward to further announcements. On Mon, 28 Feb 2000, Brad Justus (<FqnBx1.MLI@lugnet.com>) wrote at 15:19:49 (...) (24 years ago, 28-Feb-00, to lugnet.dear-lego, lugnet.general)
| | | Re: an update -- and an apology
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| (...) We (or I) understand. Being a senior VP probably keeps you busy, and you are still working on solidifiy LEGO Direct. I think the anticipation is just killing us. :) (...) Yay! "Real" town buildings (stores, houses, office buildings, and (...) (24 years ago, 28-Feb-00, to lugnet.dear-lego, lugnet.general)
| | | Re: an update -- and an apology
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| (...) <snip> Brad, No apologies necessary (From my perspective anyway). Everything you have posted hear sounds wonderful and your willingness to acknowledge and support the Adult community sounds wonderful. I know there are some skeptics out there (...) (24 years ago, 28-Feb-00, to lugnet.dear-lego, lugnet.general)
| | | Re: an update -- and an apology
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| (...) Thanks Brad, We know you've been busy. Glad things are looking bright for the future of LEGO Direct. Now for some further digesting of what you have just said about Bulk Sales. No availability of pieces that have been out of production for a (...) (24 years ago, 28-Feb-00, to lugnet.dear-lego, lugnet.general)
| | | Re: an update -- and an apology
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| (...) <big snip> (...) Brad, any news is good news when it comes from you! I think we should petition Todd to put a 'hook' into LUGNET, so that whenever Brad posts, we all get email alerts telling us to check it out... <grin> My requests: Common (...) (24 years ago, 28-Feb-00, to lugnet.dear-lego, lugnet.general)
| | | Re: an update -- and an apology
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| Brad Justus <legodirect@lego.com> wrote in message news:FqnBx1.MLI@lugnet.com... (...) [snippage] (...) with (...) wide (...) only for (...) as our (...) testament (...) will (...) interests of (...) LEGO (...) time) (...) means not (...) are (...) (...) (24 years ago, 28-Feb-00, to lugnet.dear-lego, lugnet.general)
| | | Re: an update -- and an apology
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| Hi Brad, I'll hope we'll get those stuff too in Belgium ! Here's my list of wanted parts (not complete,just a start!) Train (locomotive) roof [LDRAW part 2876] Train (locomotive/car) sloped bricks 45 / 2x6x2/3 (Black,Gray,White)[LDRAW part 2875] (...) (24 years ago, 28-Feb-00, to lugnet.dear-lego)
| | | Re: an update -- and an apology
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| (...) of (...) infrastructure, (...) the (...) with (...) for (...) our (...) not (...) of (...) Convention (...) dozen (...) Brad, Thanks for keeping us informed. I am especially pleased with your comments about more adult themed products. I feel (...) (24 years ago, 28-Feb-00, to lugnet.dear-lego, lugnet.general)
| | | Re: an update -- and an apology
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| (...) I skimmed through the other posts, and I didn't really see any mention of this, so I'll put in my thoughts here-- The question obviously is what pieces do people use the most, and will want to order in bulk. Personally, in terms of which (...) (24 years ago, 28-Feb-00, to lugnet.dear-lego, lugnet.general)
| | | Re: an update -- and an apology
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| Brad, Of course you already know this, but I'll state the obvious again. Parts that are in high demand and pull down ludicrous prices on Ebay: Train doors and windows (WITH proper train glass!) Rolling garage doors The train doors and windows, and (...) (24 years ago, 28-Feb-00, to lugnet.dear-lego, lugnet.general)
| | | Re: an update -- and an apology
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| (...) Just to clarify, for those curious... If Brad is talking about what I'm thinking of, then in a phone conversation in December, I simply made Brad aware of LUGNET's donations webpage, (URL) I thought would be a very nice way (from my point of (...) (24 years ago, 28-Feb-00, to lugnet.dear-lego)
| | | Re: an update -- and an apology
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| (...) <snip> (...) <snip>dozen (...) I see what you are saying.. start small with the bulk order selection.. feel it out and then expand where its needed. With items out of production out of the way heres my bulk buy list =): - standard bricks/tiles (...) (24 years ago, 28-Feb-00, to lugnet.dear-lego, lugnet.general)
| | | Re: an update -- and an apology
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| (...) for (...) our (...) Thanks for the update Brad! I hope this means what I think it means. That us Townies have something to look foward to in the future. I am sure many will agree that we don't mind City Centre as a theme that acts as a bridge (...) (24 years ago, 29-Feb-00, to lugnet.dear-lego, lugnet.general)
| | | Re: an update -- and an apology
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| (...) <snipped great news> (...) Well Brad, you're a busy guy. I can't wait to see what you come up with. And yes, train doors and windows with panes; 1x5x6 frames are cool with glass, and the windows and panes like those on the 2000 soccer busses. (...) (24 years ago, 29-Feb-00, to lugnet.dear-lego, lugnet.general)
| | | Re: an update -- and an apology
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| (...) of the LEGO brand but of your high expectations. This, of course, demands much (...) Spending time on the product rather than the hype? Hooray!! FYI: I recently compiled a list of ideas from LUGNET postings(I included names)- This was sent (...) (24 years ago, 29-Feb-00, to lugnet.dear-lego, lugnet.general)
| | | Re: an update -- and an apology
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| Brad Justus wrote in message ... (...) many of (...) I've (...) Convention (...) This would be very exciting news. (the Lego Club convention) But there isn't an existing Lego club. Usually clubs form before they decide to have a convention. But (...) (24 years ago, 29-Feb-00, to lugnet.dear-lego, lugnet.general)
| | | Re: an update -- and an apology
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| Mr. Justus, Thank you for your post. Bearing in mind what you wrote, about basic bricks only for starters, I'd have to say that my most probable request for my first order would be -- depending on the actual final costs, of course -- a lot/order of (...) (24 years ago, 29-Feb-00, to lugnet.dear-lego, lugnet.general)
| | | Re: an update -- and an apology
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| My request for a nonstandard item: When you change plastic colors in a mold, I understand there is a small set of bricks with mixed colors. Don't throw them away, sell them to us! Pat Shepard P.S. Thanks to Chris Weeks for the idea, from a (...) (24 years ago, 29-Feb-00, to lugnet.dear-lego, lugnet.general)
| | | Re: an update -- and an apology
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| This is a RE-Post of a previous message Subject: Re: Just imagine... From: "Farlie A" <ba124@city.ac.uk> Alex Farlie Newsgroups: lugnet.town, lugnet.dear-lego Followup-To: lugnet.dear-lego Date: Thu, 24 Feb 2000 11:02:08 GMT Dear Mr Justus - Some (...) (24 years ago, 29-Feb-00, to lugnet.dear-lego, lugnet.general)
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