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In lugnet.dear-lego, Brad Justus writes:
> To everyone at LUGNET:
>
> My apologies for what may have been the longest recorded case of AFK ("away
> from the keyboard") in recent memory. But believe me, it was all in a good
> cause - I think all LEGO enthusiasts (and particularly AFOLs) will be pleased
> with the plans we are now putting into action.
>
> We are very aware of the excitement, interest, and even skepticism which the
> messages announcing LEGO Direct have created. And we are working very hard to
> build community and direct commerce initiatives which will be worth not only • of
> the LEGO brand but of your high expectations. This, of course, demands much
> attention and toil, and so unfortunately I've not had as much time to spend on
> these boards as I would like. But we are reading and taking note of your
> interests and desires.
>
> We've spent most of the last several weeks finishing and presenting the LEGO
> Direct business plan, as well as putting key pieces of our organization and
> partnerships into place. Our funding is approved and we have the enthusiastic
> support of our Executive Team. We're working on our design, our • infrastructure,
> our distribution and fulfillment arrangements - really, all the pieces that go
> into building a world-class effort (both on- and off-line) in community
> experience and commerce. (And let me reiterate again that this is indeed a
> global effort - LEGO Direct will launch its initial offering beyond the US.
> We're still working on exactly how many markets we'll be able to serve from • the
> beginning - this is more a function of fulfillment capability than anything
> else - but this is very definitely not an American-only operation. And we'll
> move into as many markets globally as we can as quickly as we can, likely over
> a period of months from our initial launch.)
>
> I can say now that we are building our new offerings not to a narrow focus • with
> limited age appeal (i.e. what has been perceived as the "traditional" LEGO
> target of children). Instead, we recognize that our appeal extends over a wide
> range of ages and interests, and that LEGO has a value proposition not only • for
> younger children, but for young parents, families, older children and
> teenagers, and - most decidedly - adults. Nor do we view LEGO Mindstorms as • our
> only product with adult appeal; the health and vitality of LUGNET is testament
> to the interest our core play materials products hold for everyone. So we will
> be reshaping our direct-to-consumer presence, both online and offline (for
> example, the LEGO club), to be much more attuned to the needs and interests of
> our consumers.
>
> Among other activities, we will be helping to enable and participate in LEGO
> communities for older (i.e. adult) enthusiasts, and we will create (over time)
> products and other offerings with specific appeal to this group. This means • not
> only bulk buying, but perhaps exclusive playthemes or product lines that are
> made even more valuable by the participation and input of the community.
>
> We intend also to provide support, either financial or otherwise, to as many • of
> the LEGO communities and clubs out there (both online and off) as we can. I've
> even spoken to Todd Lehman regarding how we can provide support for LUGNET
> (without, of course, in any way comprising its independence. And we're also
> working on organizing a couple of events at our first-ever LEGO Club • Convention
> at LEGOLAND California in July which should have interest specifically for
> AFOLs.
>
> And what (I hear you saying) about bulk buying? Well, it's definitely
> happening. We are working right now on determining how many items we can offer
> initially - though I should tell you, it will necessarily be a limited number
> at first as we test our manufacturing and distribution capabilities for this.
> In addition to a selection of standard bricks, we will also be offering a • dozen
> or so "non-standard" items which we will, in a couple of weeks, want to have
> your input on. (Start mobilizing those votes for windows now.) Also, we will
> not be offering items which are currently out of production, at least for some
> time (I can't make any promises here.) And, once again, the target for
> delivering this service to you is late summer. I'll have more details on bulk
> buying, as I said, in two or three weeks.
>
> Until then, keep playing well. And I promise not to be absent for so long a
> time ever again.
>
> -- Brad
>
> Brad Justus
> Senior Vice President, LEGO Direct
> legodirect@lego.com
Brad,
Thanks for keeping us informed. I am especially pleased with your comments
about more adult themed products. I feel it important to note that many, if
not most, of the AFOLs were YFOLs who grew up with the LEGO system. So, I see
the relationship building that LEGO is attempting as very positive. I don't
know if the founders of LEGO (building toys) anticipated that the generation
of people who were among their first customers, would grow into adulthood with
a continuing, even increasing, passion for the Brick. I feel that the rebuff I
received years ago when attempting to create a dialogue with LEGO is finally
coming to an end. I look forward to having the more open communications
between the LEGO consumers and the Company that you are intimating.
Wayne
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Message is in Reply To:
 | | an update -- and an apology
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| To everyone at LUGNET: My apologies for what may have been the longest recorded case of AFK ("away from the keyboard") in recent memory. But believe me, it was all in a good cause - I think all LEGO enthusiasts (and particularly AFOLs) will be (...) (25 years ago, 28-Feb-00, to lugnet.dear-lego, lugnet.general) !
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