Subject:
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Re: Brad J Brickfest 2002 Keynote Speech synopsis
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Newsgroups:
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lugnet.events.brickfest
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Date:
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Sat, 20 Jul 2002 15:35:28 GMT
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Viewed:
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2299 times
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In lugnet.events.brickfest, Larry Pieniazek writes:
part 7
(that queston continued longer than I thought)
Robin: There is a sense of Awe and Admiration within LEGO for what adults
are able to achieve with the product.
Brad: the more you can do the better for the brand and for kids. You are the
best evangelists we cah have. LEGO is like Apple or Harley Davidson. it's
not brand habituation, it's love. The most valuable of custoemrs are not the
ones who buy the most "buy 10s of thousands", it are the ones who spread the
word the most effectively. "never shut up"
Yes there are a few of you who buy thousands and never shut up about it.
Mark Nelson: Walden books will do kiosks in malls selling LEGO product at
christmas, can you comment?
A; did it last year, and will do it again this year at more sites. Product
assortment will be a "best of retail, HTO" sort of assortment
Roy Gal: Exclusives... any more exclusives such as at TRU?
A: yes... we do that
M Greene: Will LEGO continue to support LTCs with K8s for play areas?
A: Talk to Jake... Jake: we are working on formalizing and improving
communication.
Aaron Sneary: Does the company have an idea whether there have always been
adult hobbyists and the itnernet has surfaced them, or has the internet
fostered a growth in the hobbyist population
A: Probably some of both. The internet made things visible. That brings
together and then there is some growth out of it as well. The trend was to
go virtual but that has fostered physical meetings such as this one. A real
value of LUGNET was the coming together of a community. It ignited a
community which has spun off into (other) internet and physical communities.
(and it helps L be aware of the adult activity... previously we only had
letters and phone calls)
Mike Todd(?): we all agree that LEGO is more expensive than other toys. ANy
hope of increasing volume at lower prices? a common comment is: "these are
too expensive and we can't afford the prices" Lower prices and make it up on
volume?
A: Probably not. you would lose margin... we have development costs to
recoup and we don't want to cut the quality to get margin either.
Lar: can you lengthen cycle times for some sets to get better margins?
A: the reality of life now is that cycle times for everything 9Not just
toys) shorten. LEGO can't buck that trend. However LD has achieved good
margins by not doing new molds so it has transitioned almost to a badge of
honor to do great sets (MOC, the airplanes etc) without having to do any new
molds.
Magnus: Why is there such a good resale market for used lego in europe?
A: because it's been around longer... there are some 3 generation LEGO
buildger families... Germany has 95% penetration among households with 8-10
year old kids... in the US it's more lik 60% (although brand awareness is good)
?: questoin about lego in schools in europe
A: We do have an educational presence. We do more Dacta in the US than europe
J Mizner: What is the lifetime of a brick? How long will an element last? 50
years???
A: Not sure... they are doing OK so far
?: Will LEGO ever do a time capsule?
A: An interesting idea... the bricks from the 50s still work.
Scott Lyttle: A lot of people that like LEGO are techies (engineers,
programming etc).... has LEGO done studies on how much of an influence it was?
A: no formal studies but we agree with the supposition
Shiri: Does LEGO have a copy of every single set ever made?
A: Unf. no... we realised late on that we should so weh've had to go
aftermarket for some stuff.
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