Subject:
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Re: AFOL article
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Newsgroups:
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lugnet.general
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Date:
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Mon, 24 Apr 2000 18:20:54 GMT
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Viewed:
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741 times
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In lugnet.general, Tony Kilaras writes:
> From this article about AFOLs:
>
> http://www.ocregister.com/living/lego00421cci1.shtml
>
> "Lego International Inc., the Danish toy giant behind Lego and all Lego-
> related stuff, said nearly 10 percent of its plastic brick sales (roughly
> $180 million worldwide) goes to adults who have no plan to pass the bricks
> over to any kid. The adult market for Lego has more than doubled in the past
> three years."
I wonder if $180M is a typo? The 1998 TLG annual report lists net sales of
7,680 million DKK in 1998 and 7,616 million DKK in 1997. In today's[2] USD
these figures are 968 million USD and 960 million USD, respectively. Could
it be true that only 1/5 of LEGO sales are plastic bricks or that the
DKK<=>USD conversion rate has changed by a factor of 5x in two years?
> 10%!!!!! Wow!!
That would seem to imply that adults spend roughly $100 million yearly on LEGO
products for themselves?
> Anyone want to say AFOLs don't matter to Lego's bottom line now?
I bet that AFOLs make a difference to the bottom line of the Lego Mindstorms
division/company.
--Todd
[1] http://www.lego.com/info/annual_report_1998/main_figures.asp
[2] http://www.xe.net/ucc/
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Message has 1 Reply:
 | | Re: AFOL article
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| (...) Perhaps the statement is poorly syntaxed (like this). It may be saying that 180 million worldwide is 10% of it's plastic brick sales. It's still off, but not by as much. IF TLG's brick sales have doubled in the last two years (not (...) (25 years ago, 24-Apr-00, to lugnet.general)
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Message is in Reply To:
| | AFOL article
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| From this article about AFOLs: (URL) International Inc., the Danish toy giant behind Lego and all Lego- related stuff, said nearly 10 percent of its plastic brick sales (roughly $180 million worldwide) goes to adults who have no plan to pass the (...) (25 years ago, 24-Apr-00, to lugnet.general) !
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