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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Mon, 5 Feb 2001 15:09:44 GMT
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Viewed:
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1397 times
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In lugnet.general, Tomas Clark writes:
> In lugnet.general, Kevin Johnston writes:
> > What if Lego finds that the most logical step from Creator is to
> > something like Bionicle?
>
> That might actually be logical for some kids, like the frequently mentioned
> kids who don't have much patience for building. But I doubt it would ever be
> true for all kids. The "action figure" lines like Throwbots, Roboriders,
> Bionicle have never been targeted at exactly the same audience as System.
> That doesn't mean one is going to replace the other; they're for different
> tastes. Of course, it's possible to enjoy both -- when I was a kid I had
> tons of classic Space and Castle sets as well as action figures.
Interesting point.
Note - I was pretty much a 90% LEGO kid. But I kept my sets together and
played with them, rather than doing a lot of custom models. Now I found I'm
lacking from that experience and have to learn 'how to build' all over again.
> Also, note that another "logical step" might be from Bionicle to the simpler
> Technic sets, then to the advanced Technic sets. Especially considering the
> more complicated construction of the Rahi (Bionicle enemies), it's not that
> far of a step. Probably smaller than the step from System to Technic, which
> I never made until after my dark ages. Of course, some kids may never want
> to build anything, and only play with action figures, even into adulthood;
> there's quite a large adult action figure community as well. And that's fine.
Regarding Technic - it would be great to bring bulk packs like 1x16 (and all
sizes) beams back. I'd really like to see black, gray, and yellow beams in
bulk for projects of mine. And it would be great if the more advanced
Technic models shifted the balance of parts back towards the classic
beam/peg/gear instead of the new panel. The panels are nice, but keep the
sets balanced.
> Personally, I don't see the "action only" audience as LEGO's core audience,
> even though Bionicle does involve more building and modularity than any
> other action figure I know of. But they have been one part of our audience
> since LEGO introduced roleplaying and themes.
Action only, no...but LEGO should be careful when entering this market not
to go to far into it, or spend too much into it. LEGO is LEGO, I think LEGO
should stand by the LEGO brick (just seeing how many times I could say
'LEGO' in a sentence. Whoops, I said 'LEGO' again.)
LEGO should possibly provide introductory construction toys to the action
market, but then develop a product line that naturally progresses to
construction toys. And I can't stress the brand awareness of Dacta enough!
Make Dacta a household name, develop more for schools, maybe aid less
fortunate schools. This will get the teachers, parents, and kids knowing
more about LEGO, and the parents/kids will want the products at home. And
they will want the more advanced products because they're challenged at school.
Release more architectural elements too ;^)
> As always, you can do whatever
> you want with our bricks -- build your own creations with them, build only
> the primary model and roleplay with it, glue the primary model together and
> put it on a shelf forever, make a Brickfilm, or encase floating pieces in
> resin as an artwork(which I saw recently)... not everyone has the same
> tastes, and they don't have to.
Yup. We've seen here on LUGNET a wide range of what people can do with
their bricks. But make sure that these bricks keep being provided to kids
and adults alike so they can build great creations. Juniorization should
shrink and fill its niche and leave the rest of the line alone....I think
its still too big of a range. Shy away from 'weird.' None of the older
Town/Space/Castle sets relied on something abnormal about them to sell -
what I'm saying is themes like Insectoids, etc.
Anyways...more later. I gotta run.
-Tim
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