Subject:
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Re: Markets and juniorization
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Newsgroups:
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lugnet.general
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Date:
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Thu, 6 Dec 2001 03:02:10 GMT
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Highlighted:
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> In lugnet.general, David Eaton writes:
> > In lugnet.general, Bradley Dale writes:
> > My big question: Why does LEGO need today's kids? What if LEGO focused on
> > being such a good toy for ages 12+ that every teen and adult wanted to build
> > with it? Not just adults that are currently AFOLS, but everyone! I think
> > that would be really cool. Is it possible?
> >
> > Does LEGO really want a market that wants juniorization? :)
>
> Well-- it's not just about money for the Lego Company. It's about their
> values. I mean, if they found some new super-product that made them more
> money, would they drop the Lego product and make the new one? Nah.
Um, yes they would. They already have. It's called Bionicle. It is so far
from their core product that it's not even readily compatible. (Unless you
are an adult fan of course who has some obscure Technic pieces that allow
integration.) They are chasing the buck with Bionicle and at some point the
buck is going to chase back. And guess what? The buck bites. When the
market falls out of a fad product it falls hard. LEGO has traditionally
never been about fads, it's been about the stability of good solid building
bricks. They seem to have forgotten that.
> It's just
> not their particular business. Lego's focus has (very nearly) always been
> kids. Not teenagers, not adults. Kids. They certainly don't turn away older
> people-- but they're not the focus.
They are turning away older people right now. Their catalog is an afront to
any one over 12. They can't seem to realize that their fans *do* grow up
and guess what??? Many of us want adult level sets and/or access to bulk bricks.
> Quite frankly, I'm rather happy with most of what they've been doing lately.
> The new My Own Train stuff is not very juniorized,
I hope you aren't looking for any Town-style buildings to flesh out your
train world.
> they're offering bulk
> bricks (in odd colors and pieces!),
And what an odd selection it is indeed. Where are the bricks, tiles and
slopes available to the designers at the LEGO theme parks? They can
obviously be had in quantities... why not make them available to the general
public?
> they're coming out with non-juniorized
> sculptures and models (Sopwith Camel, Statue of Liberty, UCS sets), etc.
If you can afford them. Many adults (not to mention kids) simply find these
sets way way out of reach. Where are the sculpture sets UNDER $30?
> Would it be cool if they catered to us? Sure! I think so. Kids might not
> though.
Here's my suggestion... why not cater to BOTH! It's really not that hard.
Regards,
Allan B.
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Message has 2 Replies:
 | | Re: Markets and juniorization
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| (...) Exactly! Think about it. If they did a study on the effects of their toys on my generation, they would soon discover that almost everyone (well, perhaps more male than female) who grew up in the late 1970s and 1980s still think of Lego as (...) (22 years ago, 6-Dec-01, to lugnet.general)
| | | Re: Markets and juniorization
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| (...) No no-- I mean totally different. Things without kids as the focus. Think fax machines. Cars. Real estate. If they found a great new way to make a solar powered car that would revoloutionize the world, would they drop the contruction toy line (...) (22 years ago, 6-Dec-01, to lugnet.general)
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Message is in Reply To:
| | Re: Markets and juniorization
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| (...) Well-- it's not just about money for the Lego Company. It's about their values. I mean, if they found some new super-product that made them more money, would they drop the Lego product and make the new one? Nah. It's just not their particular (...) (22 years ago, 5-Dec-01, to lugnet.general)
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