Subject:
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Re: Juniorization Lives, and comments on marketing strategy
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Newsgroups:
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lugnet.general
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Date:
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Sun, 4 Feb 2001 22:08:00 GMT
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Viewed:
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1087 times
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Note from the reaction we've seen from Jake and Tomas, the minifig rumor is
just that - a rumor, and shouldn't be treated as true in the least.
Regardless of opinions whether they will cease to be offered in the future.
-Tim
In lugnet.dear-lego, Kevin Johnston writes:
> In lugnet.dear-lego, Andy Lynch writes:
> > > Lego, I second this.
> > >
> > > Could someone who is in the know please give us some idea about the future of
> > > the minifig?
> > >
> > > Even a post saying that someone is looking into it would be a great start.
>
> In lugnet.dear-lego, Tomas Clark writes:
> > I don't make the decisions about "the future of minifigs," but quite
> > honestly, I haven't seen, heard, or smelled a single thing within LEGO that
> > suggests to me that the minifig is going anywhere. We've been making figures
> > at other scales for quite some time (Duplo, Technic, Belville, Scala, the
> > various Technic action figs, Bob the Builder, and Creator, off the top of my
> > head) for different kinds of sets, which are for different kinds of play.
>
> Hmmm, every one of those product lines is distinctly apart from System in terms
> of both content and marketing-- except Creator. Creator overlaps with System in
> a pretty obvious way (obvious to me, anyway-- esp. with the news of the Stone
> theme, indicating that Creator is not just a Town replacement). If it takes
> off, one wonders why Lego would continue System; I wouldn't, if I were in their
> shoes. There will be tremendous marketing pressure to introduce all kinds of
> interesting follow-on themes, every one of which will take shelf space and
> marketing breathing-room away from System.
>
>
> > There are principles of toy design that say "this kind of play suggests
> > figures with a more detailed face, this kind of play suggests a more
> > abstracted face."
>
> Is this the appropriate time to mention the almost complete lack of generic
> smiley heads in System these days? ;-)
>
>
> > ... If you don't enjoy the kind of play activity that goes
> > with Jack Stone, don't buy the Jack Stone sets, buy minifig sets instead.
>
> Count on it. :-) But it's my opinion/prediction that the mini-fig will
> disappear in a few years-- even if Lego isn't planning on it now, it seems like
> that's just the way the market is headed. Can't say I blame Lego, as a company,
> for wanting to go there.
>
> To address the original request that Andy made, for Lego to make a public
> clarification: they gain nothing by making such a statement, so personally I am
> not expecting one. And even if they said there was no *plan* to stop marketing
> mini-figures, that doesn't mean it won't happen, if Creator takes off and System
> dwindles away.
>
> Kevin
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