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In lugnet.general, Brad Justus writes:
> 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 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), 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.
Now, after reading your post 5 times, I have my jaw back in place. This is
incredible news. You have no idea how many people appreciate this. For us
AFOLs that have been posting to RTL for years and now LUGNET, this is a miracle
come true.
> 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.
Wow!
> 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.
I can't wait. I remeber being able to order parts in the mid 80s. But since
that time, LEGO has left us to our own devices which led to the growth of
several auction services and parts sellers. On one hand, LEGO's return to bulk
ordering will be great. On the other hand, it will cause the demise of the
auctions and parts sellers, who are some of the biggest AFOLers as well as
truly reputable people.
> We are right now in the process of establishing new office space in New York
> and expanding the LEGO Direct staff.
NYC????? How do I apply?
> 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.
You do realize the size of the Pandora's box you have opened!!! :')
> What do you love?
The brick in all its varieties and the creativity it induces. There is nothing
better than having a stack of elements in front of you and starting to create
without knowing how that creation will turn out.
> What do you hate?
Well you asked, so. Juniorization - why create specialized pieces that do
nothing but take the place of several normal assembled bricks.
> How can we help you?
Re-releases of classic sets from the 80s: Town, castle, space.
> 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.
>
> Happy Holidays. And Play Well.
>
> – Brad
>
> Brad Justus
> Senior Vice President, LEGO Direct
> legodirect@lego.com
Happy Holidays to you as well!!
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Message has 2 Replies:
 | | Re: Introducing LEGO Direct
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| hi, brad! what overwhelmingly great news you've brought us!! ed's words sum up my reaction/ feedback as well... except where you can give ed a job in your new york staff; hire me as a designer! later ~ craig~ (...) (25 years ago, 10-Dec-99, to lugnet.general, lugnet.dear-lego)
| | | Re: Introducing LEGO Direct
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| (...) miracle (...) Me too. Can you believe this?!?! (...) you (...) to (...) well as (...) for (...) restricted (...) since (...) bulk (...) The demise of auctions? Gee, how sad. What's next, reasonable prices? ;) (...) York (...) We should (...) (25 years ago, 10-Dec-99, to lugnet.general, lugnet.dear-lego)
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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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