Subject:
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Re: LEGO Momentum 'Builds' as Holidays Approach
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Newsgroups:
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lugnet.general
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Date:
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Sat, 23 Nov 2002 02:21:08 GMT
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Viewed:
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415 times
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In lugnet.general, Abner Finley writes:
> (BUSINESS WIRE) 11-21-2002 from ENFIELD, Conn.
>
> LEGO® Momentum 'Builds' as Holidays Approach; Toy Awards and Strategic
> Partnerships Usher in Strong Holiday Season and Promising New Year for
> Creative Toy Brand.
<SNIPPED>
> In addition to the holiday product buzz, LEGO Company has announced several
> alliances that contribute to the strategic intent of becoming one of the
> world's strongest brands among families with children.
> "We've been partnering with strong brands that not only appeal to families
> with children, but also advocate our brand values of creativity,
<MORE SNIPPING>
> Among the strategic alliances signed this year are:
<HERE'S THE MEAT>
> Nike, Inc. Through a global strategic alliance with Nike, Inc., LEGO
> Company's popular BIONICLE™ property becomes an innovative new shoe for
> children's active lifestyles. New for this holiday season, special edition
> "BIONICLE by Nike" shoes are cross trainers that let children "wear the
> power" of their favorite Toa Nuva heroes, and come with removable masks that
> cover the toe-box. Additional masks can be collected to change the look and
> "power" of the shoes.
Depending on how this deal has been struck, this could be some of the best
business/financial news to come out of the LEGO company in years.
If it is Nike that is making shoes based on a LEGO theme/brand, then
hopefully it is Nike that has bought a license from the LEGO company. This
would be in sharp contrast to the Star Wars and Harry Potter deals which saw
money going out of the LEGO company into someone else's pockets. If Nike is
paying LEGO for the right to use their logo/images/designs as part of a
product that Nike is selling, then this is truly a good day. Despise
Bionicle all you want, but if LEGO can use its popularity to turn a buck
then I'm behind it 100%.
After all, a company like LEGO that has a rich history and strong brand
identity _should_ be licensing its products out to other companies, not the
other way around. I spoke of this previously in this posting:
http://news.lugnet.com/general/?n=37345
This is the way that smart companies make money. Just ask George Lucas or
J.K. Rowling.
> LEGO Company and Nike will continue to collaborate on creative approaches to
> children's athletic footwear based on BIONICLE and other LEGO properties.
Good. More money into that area can hopefully fund better designs and
marketing in other areas. Time to grow again. This should make the
accountants happy. Which in turn should make LEGO fans happy.
> Based in Billund, Denmark, the LEGO Company, family-owned and privately-held
> since its founding in 1932, is a world leader in providing quality products
> and experiences that stimulate children's creativity, imagination and
> learning through playful activities that encourage hands-on, minds-on
> creation, fun, togetherness and sharing of ideas. Company employees are
> guided by the motto adopted in the 1930s by founder Ole Kirk Christiansen:
> "Only the best is good enough."
Please let this be true.
Hoping that this represents a change in attitude toward marketing deals,
Allan B.
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Message has 2 Replies:
 | | Re: LEGO Momentum 'Builds' as Holidays Approach
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| (...) Greater fleas have lesser fleas upon their backs to bite them And lesser fleas have smaller fleas and so ad infinitum. It comes down to this: X licenses from Y if Y has a stronger brand than X and X would like a slice of Y's action. It is all (...) (22 years ago, 23-Nov-02, to lugnet.general)
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Message is in Reply To:
| | LEGO Momentum 'Builds' as Holidays Approach
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| (BUSINESS WIRE) 11-21-2002 from ENFIELD, Conn. LEGO® Momentum 'Builds' as Holidays Approach; Toy Awards and Strategic Partnerships Usher in Strong Holiday Season and Promising New Year for Creative Toy Brand. Momentum is building for the LEGO® brand (...) (22 years ago, 22-Nov-02, to lugnet.general)
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