Subject:
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Re: A Parental Perspective on Juniorisation and Being the Strongest Brand
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Newsgroups:
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lugnet.dear-lego, lugnet.general
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Date:
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Thu, 13 Jul 2000 19:30:31 GMT
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Viewed:
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2313 times
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(Removing .loc.au because it's not really Aussie-specific anymore, if it
ever was)
In lugnet.dear-lego, Will Hess writes:
> Lego may tout the fact that Duplo works with System but in my limited
> experience (my daughter and my brother who is 14 years younger than I) I
> have never seen that put into action.
Well, Todd did some great things with Duplo dinos...but I agree, there's
not much *reason* to make them work together.
> I also agree with her thoughts regarding juniorization but would like to add
> a thought to the discussion. One of the biggest obsticales (sp?) to
> becomming the "leading brand among families with children" is that well over
> half their market is ignored at retail outlets (here in the US)...the girls.
> Look at the Lego shelf next time you're at the toy store...what is there
> that would keep girls coming back? I know that for my part there's nothing
> there I'd want to get for my daughter. Until Lego addresses this imbalance
> I'd say that they'll have a tough time realizing their stated goal. They
> may have brand RECGONITION but brand LOYALTY...not likely.
I wouldn't mind seeing stuff aimed at girls that wasn't so...well...
Barbie-esque. But that's just personal. I find the amount of pink to be
offputting, and the suggestion that everything feminine is pink kind of
sets my teeth on edge.
My other big problem with the Scala/Belville sets is summed up best in the
words of the NLNLF when she got to that part of the catalog: "There's no
building!" It seems like the sets specifically aimed at girls have far
fewer pieces, so you can't do as much with them. In some ways, they miss
what I see as the 'point' of LEGO even more than the Town Jr. sets do.
I wonder how well the older System sets (which seemed to me to be a bit
more gender-neutral, with shops and houses and things rather than
policemen and firemen and construction workers) sold to girls, in
comparison to the current ones?
And on a related note, why does LEGO seem to be so reluctant to sell their
girl-targetted lines in the US? Or is it the retailers who are reluctant
to carry them?
J
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