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 18:34:01 GMT
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Viewed:
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952 times
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In lugnet.general, Allan Bedford writes:
> > 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.
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 and follow it? Nah. They'd probably just sell the idea and
be done with it. Their focus is children.
Aside: Toys R Us once (a LONG time ago) sued a local car company named "Cars R
Us" and as part of their argument said "What if we decide to sell cars one
day?" (Not that they would have, I don't think).
> > 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.
Oh? I'm over 12. I like it. All of it? No. But check out some of the bulk
items. The Guarded Inn. Pirate sets. The Sopwith Camel. The My Own Train stuff
(great stuff!). Statue of Liberty. All appealing to adults. I think. Does the
majority of the catalog intreuge me? Not really. Except maybe to get specific
parts from a set that I need.
> 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.
Still. We're not the majority of the money makers for them. And not their
target market. And yes, they do give adults *some* of what we want. All of it?
Nah. But some. And if it's *successful*, maybe they'll be encouraged to do it
more. But they won't stop things like Bionicle and Jack Stone.
> > 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?
? Keep in mind two things. 1st off, it's a START. They aren't convinced yet
that bulk and My Own Train is gonna fly off the shelves. They're pacing
themselves. Coming out with an ENTIRE selection of city buildings, trains,
vehicles, greenery, landscaping, etc, and coming out with EVERY piece in the
bulk selection is extraordinarily cost prohibitive. Why risk it when you don't
know that it's gonna be a hit or not? And if you're not buying bulk because
you're waiting till EVERYTHING you want is available, you're only convincing
them more that bulk is a bad idea.
2nd thing. Let's say that they'll never put out more than X% of their line
that's geared towards adults. Let's say that they'll only produce 10 sets a
year geared towards adults. Is this not better than nothing? Will you refuse to
buy any of them because it's not available all at once? Can you not wait for
the pieces you want? Personally, I can wait if need be for the pieces I want.
Would I prefer them to be available now? Sure. But it doesn't mean I think they
should change their business strategy around me. I'm not their biggest money
maker. They shouldn't.
> > 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?
Sculptures I dunno about. Sculptures really need to be large in order to be
'display worthy' I think... the UCS stuff though (essentially Model Team) is
another story. But *under* $30? That's pretty skimpy. $30-$50 though I can see
doing, and still make sets that are worthy display pieces. And I'll agree with
you. It'd be nice if they offered some. But it doesn't change the fact that the
large sets are still catered to adults and are decent sets.
> > 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.
Well, is it? As evidenced by their recent efforts, they're trying. They're
testing the waters. I mean, heck, they're starting a "line" for BUSINESSes.
Once upon a time they were marketing to adults back in the 60's (I think?). It
flopped then, of course. And now they're trying it again. They're testing the
waters. Will they cater to both? They're starting to. Will it continue? I hope
so. Will it make them less money? Maybe. Maybe not. But they're not going to
stop catering to kids. They'll keep making Bionicles. Jack Stones. Racers. Etc.
Juniorization is here to stay. But the question is, is that all there will be?
Let's hope not.
DaveE
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Message has 1 Reply:
 | | Re: Markets and juniorization
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| (...) Not that they would spend much R&D money on such products, but I see your point now. (...) I guess I try to look at it with both my kid brain and my adult brain. Neither one likes it at all. :) (...) We're not their target market for only one (...) (23 years ago, 7-Dec-01, to lugnet.general)
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Message is in Reply To:
| | Re: Markets and juniorization
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| (...) 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 (...) (23 years ago, 6-Dec-01, to lugnet.general)
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