Subject:
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Re: Lego Marketed for European or worldwide kids?
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Newsgroups:
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lugnet.general
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Date:
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Fri, 9 Mar 2001 09:01:53 GMT
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Viewed:
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747 times
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In lugnet.general, Santosh Bhat writes:
> We're well aware that Lego's current range of products has been targeted at
> kids based upon what Lego thinks kids want. However is the fact that Lego is
> a European company a factor in their choice of what to produce?
>
> The majority of the traffic amongst Lugnet here is North American, so the
> majority of opinions of what Lego is and what they should produce are
> therefore North American.
They majority of opinions voiced *here* are North American, keep in mind
that not everywhere in the world it is too common to speak english. It would
be weird in the German forum ( http://www.1000steine.de/forum/ ) to say "the
majority of opinions at 1000steine is German, therefore LEGO should produce
what the Germans want". This probably also counts for communities in
french-speaking in asian countries.
For some people it's already barrier to overcome to explain in plain english
how their latest MOC works, so imagine how hard it could be to participate
in some heated discussions about LEGO's marketing strategy...
> However are the differences between a child
> growing up in that part of the world so different that they'd want a
> completely different style of toy?
Nope, from the discussions I have had with people from the Netherlands and
the experiences I read from parents in Germany written in the German forum
it appears that the kids in Europe are no different than the children in
N.America. Same thing goes for the AFOLs worldwide.
> The reason I ask this is a bit obscure: American Culture now influences
> children everywhere, through TV, clothing, movies, sports etc..[1] in so
> much that children now might aspire to live an American style of life.
I don't think that the kids 'want' or 'choose' an American lifestyle. The
world around them is shaped by global influences (not just American but
perhaps also Japanese - comics, gameconsoles etc) that they don't notice
that a lot of things are different than before the 50s- the 60s being a
period where European youth actually DID choose to be more American-like
(music and wearing jeans etc). What I'm trying to say is that to kids, I
think, there is no such thing as an American lifestyle - that lifestyle has
become common in Europe too, thus they don't aspite to live that style of
life- they already do.
> Do you think that Lego has noticed this change (Especially with Euorpean
> kids ebing their nearest customer base) and thus changed their style of
> products and the way they market/sell their products. And in doing so have
> forogtten or misjudged that kids in America aren't changing their ways, or
> that some children elsewhere wont change anyhow?
I think it's a global thing - kids in the world all want the same thing, so
I don't think they're marketing exclusively for Europe and then sell it
world wide. I bet the same sets are gathering dust here as they are in America.
My experience is that the same opinions about LEGO's marketing department is
voiced in the German forums as here at LUGNET.
-Frank
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Message is in Reply To:
 | | Lego Marketed for European or worldwide kids?
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| We're well aware that Lego's current range of products has been targeted at kids based upon what Lego thinks kids want. However is the fact that Lego is a European company a factor in their choice of what to produce? The majority of the traffic (...) (23 years ago, 9-Mar-01, to lugnet.general)
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