Subject:
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Re: New colors and other info
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Newsgroups:
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lugnet.general
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Date:
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Wed, 19 Nov 2003 04:16:35 GMT
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Viewed:
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839 times
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In lugnet.lego, Jake McKee wrote:
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Wow, it’s been a busy couple of days on LUGNET! My inbox, phone, and Instant
Messenger have been going nuts with questions!
There have been a great many posts, speculations, comments, and feedback
about two different issues. We wanted to make sure we had the best and most
accurate information possible before getting back to you – we didn’t want to
contribute to unnecessary speculation and rumors in the absence of the facts.
Stud changes and part/material quality
I have verified from three different internal sources that NO changes have
been made to the studs. They are the same studs we know and love. This makes
sense, considering that redesigning the studs on all parts we produce would
be an overwhelming and consuming expense (not to mention unnecessary).
Further, the same molds and the same ABS pellets are being used as before.
Material and part quality has not been changed AT ALL. We know that high
quality is a very important part of the LEGO Brand and we would do nothing to
compromise that. Period.
Color Modifications
As has been pointed out, there have been some modifications to the color
palette. This was done with a great deal of consideration, and for a couple
of very good reasons.
1. LEGO is known for having a bright, sharp color palette. As you can tell
from the photo that Joe Meno posted
(http://news.lugnet.com/general/?n=43553) some of the old colors (like
light and dark gray) are fairly “muddy” and dull. In addition to consumer
feedback pointing this out – and not positively – we didn’t like the
“muddiness” either, and looked for a solution to make all the LEGO colors
“fit”. Check that picture from Joe again; you can clearly see how much nicer
the new colors look. These new colors are brighter and sharper and more
consistent with the primary palette for which the LEGO Brand is known.
2. The LEGO color palette has grown a bit organically (a nice way of saying
haphazardly) over time. As needs for new colors came up, new colors were
created somewhat independently of the rest of the colors. Since we have added
many new colors in the last few years, it was clear that we needed a
specific, focused, and defined color palette. In design terms, the colors
needed to “fit together” better.
I don’t yet have the full details such as what colors have been modified – it
appears to be a relatively small number – but will be posting that info as
soon as I get it. Hopefully that will be tomorrow.
From what I understand, all new products, starting with the 2004 sets will be
coming off the line utilizing the new colors. It should be noted that we are
looking into the feasibility of producing bulk packs of the “old” color
elements to be made available through LEGO Shop At Home – no guarantees, mind
you, but we’re looking into it.
Hope this helps!
Jake
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Jake McKee
Community Liason
LEGO Community Development
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There are two ways to take this explanation:
1. TLC is lying to us
The real reason for the color change is that the new colors save a few bucks.
TLC gave us the customer complaint story so they wouldn’t look like heartless
pennypinchers. I actually hope this is the real reason, because (despite the
tremendous lack of respect that it entails) it suggests a certain level of
business sense on their part, which has been absent lately.
2. TLC is colossally stupid
TLC actually discontinued 4 colors based on some emails, focus groups, etc. Now,
according to TLC, children account for 95% of sales. Do you really think those
kids base their buying decisions on minute palette changes? Kids mix GI Joe and
LEGO, you think they mind mixing blue and (muddy) gray? This will not improve
sales to children one bit, although it will enrage TLC’s fervent and rabidly
loyal (so far) fan base. This means all it takes is some people (as long as they
aren’t AFOLs) complaining and more colors will be discontinued - green? tan? At
least white is safe, and I plan on stocking up on that.
The other possibility is that TLC decided on change for changes’ sake - to
change the paradigm, empower service leadership, or whatever the business school
types are saying these days - and ran some focus groups to justify the result.
Stupid either way.
I am not going to stop buying LEGO altogether, but I will certainly buy much
less of it - the new MINIs are off the list for one thing. I plan on calling
Shop at Home every few days to register my displeasure with this change, and I
encourage everyone else who is unhappy with the change to do the same.
Marc Nelson Jr.
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