Subject:
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Re: Question: Does the market realy want junorization?
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Newsgroups:
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lugnet.general
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Date:
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Wed, 5 Dec 2001 16:55:54 GMT
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Viewed:
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656 times
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In lugnet.general, Jonathan Wilson writes:
> Lego keeps saying that junorization is what todays video-game kids want
> but is it really true?
>
> What we need is an experiment, to prove once and for all if junorization
> is what the market wants.
But you just said yourself why juniorization is here-- because of video game
kids with short attention spans. So your little experiment should be *against*
a video game (use any LEGO set you want. The idea is to get the kid *playing*
with the toy ASAP, before he gets bored in the assembley stage). Or take a 5
year old kid and place your 2 sets in front of him. Which will *he* choose?
Because *he* is the market juniorization addresses. Better yet, take your best
LEGO set and put it up against cable TV with a remote....
I've got to give TLC credit where it is due, because juniorization is working
very well. Look at the success of Bionicle-- that is a *totally* juniorized
line IMO. For a builder such as I, Bionicle is a nightmare because virtually
every piece in the line is unusable. But it's successful, and, generally
speaking, what's good for TLC is good for us.
> Take 2 sets, one jr and one representing the best lego can do but both
> being roughly equivilent in terms of subject etc.
> Lets use 4611 jack stone police HQ as the jr set, its a set thats pretty
> much everywhere you look.
> And lets use the 6398 central precinct HQ as the good quality set.
<snip>
> If you have a large enough and broad enough sampling of LEGO's customer
> base then an experiment like this would answer the simple question: Does
> the market realy want junorization?
It's not a question of what a broad sampling wants. Do you *want* Primo or
Duplo? *Personally* I don't, but should I be calling for its demise? Of course
not, because it has a niche (of which I happen to not be a part).
Further, we AFOLs may not want juniorization, but we are *already* LEGO
customers. I think our needs are being addressed very well by LD. Our best
hope as AFOLs is to make sure LD does well, because, specifically speaking, if
LD does well, it is great for AFOLs.
As for Billund, they are worried about the toy market in general-- market share,
competitors, etc. They are eyeing the *non-LEGO GP* and trying to determine how
best to grab *them*.
-John
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Message has 3 Replies:
 | | Re: Question: Does the market realy want junorization?
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| (...) <snip> (...) I agree with this entirely, and my own son, who shares with me tens of thousands of regular (ie stackable, if not rectilinear) bricks, _loves_ Bionicles, and has asked for nothing else (lego-wise) for Christmas. He has a separate (...) (22 years ago, 5-Dec-01, to lugnet.general)
| | | Re: Question: Does the market realy want junorization?
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| (...) This is really apples and oranges, and isn't worth pursuing. This is like saying that because I want pornography TLC should test market their bricks next to a tv with a porn DVD playing on it (late 80s Christy Canyon, please). Same with the (...) (22 years ago, 5-Dec-01, to lugnet.general)
| | | Re: Question: Does the market realy want junorization?
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| (...) Are today's Adult fans to be the last generation of LEGO fans? At the rate the company is going, they are doing a fine job of creating new Star Wars fans, Harry Potter fans and Bionicle fans. But currently, they are not producing any new (...) (22 years ago, 6-Dec-01, to lugnet.general) !
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Message is in Reply To:
| | Question: Does the market realy want junorization?
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| Lego keeps saying that junorization is what todays video-game kids want but is it really true? What we need is an experiment, to prove once and for all if junorization is what the market wants. Take 2 sets, one jr and one representing the best lego (...) (22 years ago, 4-Dec-01, to lugnet.general)
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