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Brad Justus <legodirect@lego.com> wrote in message
news:FMHtE5.Kp2@lugnet.com...
> To LEGO enthusiasts everywhere:
>
> We hope that we are the bearer of some holiday cheer for you all. For those • of
> you who have felt that your love for LEGO was unrequited, this is a new
day.
A new day, indeed!
> With this missive, the LEGO Company asks to open a dialogue with you, our
> consumers. Whether you are an AFOL, or a parent purchasing a first DUPLO • set,
> or a KABOB (Kid with a Bunch of Bricks - we just made that up),
I consider myself all of the above (well, it's not actually the _first_ DUPLO
set I've purchased, but . . .)
> here are some
> words that should gladden your hearts: We are listening. And more than • that,
> we will endeavor to be very responsive to your needs and desires. We want • to
> have the best possible relationships with all of you who want to have a
> relationship with us. That is what LEGO Direct - our new direct-to-you
> communications and commerce channel (which I am heading) is all about. LEGO
> Direct embraces all the company's direct-to-consumer efforts on a global
> basis, both on- and off-line: Shop@Home, our Internet presence(s), • e-commerce,
> LEGO clubs worldwide, community building activities, and more.
This is truly a great development for LEGO. Brick-and-mortar retail shopping
is on its way out--or at least on its way down. If LEGO remains hobbled by
its commitments to certain large retail stores, it's doomed as well. You've
definitely been given control of the growth edge for LEGO, and I'm sure
everyone here hopes you make the best possible use of it. On- and off-line
"community building" is a great way to extend LEGO's reach. If only it could
become as "cool" for a kid to have the best LEGO creation as it is to have
the best POKEMON card. . .
> In creating this new enterprise for the company, we take one more step • towards
> reaching our strategic intent: we want to be the strongest brand in the • world
> amongst families by the year 2005. It's a very bold goal, and one that we
> believe we can reach - but only if we are capable of listening and • responding
> to the people who buy our products. You. Hence the creation of LEGO Direct.
Not only are we people who buy your products much more than the average
consumer, but we're the most enthusiastic about selling others on LEGO. We
want great products that we will enjoy ourselves, but we also want great
products that we can buy for our nephews and recommend to other parents.
> As a first step, we at LEGO Direct want to participate actively in these
> newsgroups from now on - that is, if such participation is something that • you
> want. Please realize that it will take some months for all our new efforts • to
> be fully visible - we will be redesigning our entire Web operation (as well • as
> our offline direct services), and intend to have the first release ready • for
> you by late next Summer. But here's a little preview that we think you'll
> like: we are planning to make bulk ordering - albeit initially in a • restricted
> format - available by then.
>
> We are right now in the process of establishing new office space in New • York
> and expanding the LEGO Direct staff. It will take a little time, so please
> understand that we're not yet able to handle a deluge of incoming e-mail - • but
> we'll be happy to engage in a dialogue with you in these forums. We will do
> our very best to respond to everything that we can in a timely manner. We • want
> to be a company with whom you want to be involved. We want to be the • company
> you'd like us to be. And to do that, we need your input. What do you love?
We love the Brick, of course! I love how it is an avenue of creativity, and
how it's a connection point between me and my kids. I love how it promotes
creative play in my kids, and I love how (esp. with the Mindstorms line) it
can be used as a learning tool.
> What do you hate?
The paucity of current sets outside the Technic and Star Wars lines that a
kid can truly be proud of building, and which provide the same level of
building possibilities found in older sets. This isn't just sentimentalism.
I watched in amazement when I brought home a few old Basic and Legoland
building sets I found at a flea market, and several adults and kids dived
right in, building models from instructions or from their imagination. But
those same people lost their enthusiasm when they looked at a store full of
the current product lines. That made me sad.
> How can we help you?
Help us promote LEGO in our communities and schools. A special-priced LEGO
Club Starter Kit would be great to help us get local clubs going. Better and
more-easily-available teaching curriculum and ideas would be great for those
of us promoting LEGO as a learning tool. Organizations like FIRST Lego
League are a good starting point for this, but more could be done. And of
course LEGO interest in and support of online Lego communities like LUGNET
can only benefit us both.
> Tell us - we want your input. We know
> you've got a lot to say - we've been reading your postings for a little • while
> now. We are very encouraged by the commitment and intensity of the LEGO
> community online - and that includes AFOLs. Perhaps, if traffic warrants • it,
> we ought to consider creating a new newsgroup (or simply reformat • lugnet.dear-
> lego) to serve as the online communication-to-LEGO channel. It's up to you.
>
> We cannot tell you how excited we are to be working with you all. We hope • you
> are equally encouraged by the renewed commitment we are making to you. We • look
> forward to a very rewarding collaboration.
As you can see, we are very encouraged. I wish you great success in your
efforts, and look forward to "collaboration."
> Happy Holidays. And Play Well.
We do :-)
-John Van
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Message has 1 Reply:
Message is in Reply To:
 | | Introducing LEGO Direct
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| To LEGO enthusiasts everywhere: We hope that we are the bearer of some holiday cheer for you all. For those of you who have felt that your love for LEGO was unrequited, this is a new day. With this missive, the LEGO Company asks to open a dialogue (...) (25 years ago, 9-Dec-99, to lugnet.general, lugnet.announce, lugnet.dear-lego) !!
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