Subject:
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Re: Why SW isn't Jr-ized? (was Re: It's Time AFOL Take Action!)
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Newsgroups:
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lugnet.general, lugnet.starwars
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Date:
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Wed, 12 Jan 2000 14:18:25 GMT
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Viewed:
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1941 times
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In lugnet.general, James Brown writes:
> In lugnet.build, Patrick Leahy writes:
> > > PS. Star Wars appears to be the exception. I hope that TLG realizes that
> > > the set design means as much (if not more) to their goods sales as does the
> > > Star Wars license. The Star Wars line also shows that TLG can produce good
> > > sets (piece-wise and design-wise) at affordable prices. Hopefully, this
> > > catches back on to other themes.
> > IMO, if TLG doesn't cut it out with the "sell to the impatient ones" plan
> > soon, kids will become more and more used to it, until the whole thing is
> > screwed. I think TLG is making the kids impatient by getting them used to
> > such juniorized faliures of sets as they've been selling recently. I do
> > agree entirely, however, that the Star Wars sets are still excellent. Perhaps
> > those are their sets for AFOLs?
> It occures to me to wonder: Perhaps the SW sets aren't Jr-ized because LEGO
> could be certain of selling enough to make a good profit, even with a narrower
> margin?
> Perhaps LEGO's market analysis indicates that in general they need to have X
> %profit to make money on a given set, which is what drives the lower piece
> counts and simplified constrution. Knowing they would sell enough of the SW
> sets to make a good profit even with a lower margin allowed them more leeway
> in the design. Just a thought...
> James
> http://www.shades-of-night.com/lego/
I've been wondering why the Star Wars sets remain unaffected as well. It may be
due in part to the control that the merchandising division of Lucasfilm exerts
over TLC's designs. I've read that many of the toys that Hasbro/Kenner produces
are closely reviewed by Lucasfilm for quality and realism. But that doesn't
mean that there isn't a lot of crappy merchandise out there with Star Wars
branded on it.
The higher quality toys seem to come from the companies that have greater
visiblity and market penetration, so there may be a tighter control over the
toys they produce.
Jim
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