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Subject: 
Re: New colors and other info (ATTN JAKE)
Newsgroups: 
lugnet.general
Date: 
Fri, 21 Nov 2003 15:24:40 GMT
Viewed: 
757 times
  
In lugnet.general, John Spencer Rezkalla wrote:
   In lugnet.general, Ken Nagel wrote:

   LEGO is not that big, however Jake is supposed to be in the know and when it comes to a product that is now on the shelves it can hardly be a development classified hush hush deal. What ever he needs to know is a phone call or email away.

Yes, and when he found out it appears he made those internal calls and relayed the information to us. The point I’m making is that I don’t see why Lego PD would have to call up Jake to inform him every time a product change is made or proposed. He doesn’t appear to occupy that sort of position at Lego. But I don’t have to speak up for Jake’s actions, because he can do that for himself.

   Changing a basic color that has been for generations cannot be classified as nitpicking.

Again it’s all relative. To you and me it is significant - but for most of their customers I really can’t see this being an issue.

So if most of their customers don’t care about the colors, how does this change help them to sell more LEGO?

  
   Even by LEGO’s estimates AFOLs are 5% of their clientel. That ads up to a whole bunch more than the couple hundred that are active on Lugnet.

5% of customers, or 5% of revenue? And how many of those disappointed AFOLs are actually going to quit the hobby or boycott Lego over this?

   The only reason these people in the know, don’t know is that they didn’t have a clue the firestorm this would cause. They don’t know because they havn’t decided the next step yet.

Again I think that’s somewhat relative. A firestorm on Lugnet is an ember in the global market.

Yet it is a statistically significant sample of their worldwide market. If 85% of LUGNETters think this is a bad idea, and 100% of kids don’t care either way, why make this change?

Let’s put the 5% thing into perspective. I come from a large family, and I have 23 nieces and nephews. Of those 23, six are JrFOLs. When they come to my house, the big attraction is my LEGO room. I can’t keep them out of there, and I would say that my passion for the hobby has greatly influenced their own. I purchase LEGO and DUPLO for these children on a regular basis, probably at a rate of 1/4 of their total collections. So in my family, AFOLs represent 14% of the number of LEGO fans by head count alone. I represent 25% of the Jr. LEGO purchases and inspire much of the rest. And my own LEGO purchases, even when I have been unemployed, far outweigh their parents COMBINED purchases for their own children.

Ok, so maybe this is not a statistically significant sample base, but this is certainly anecdotal evidence that the AFOL market is a significant factor in LEGO’s overall sales numbers. I welcome anyone who reads this to provide your own analysis, whether it supports or contradicts my findings.

- Chris.



Message has 1 Reply:
  Re: New colors and other info (ATTN JAKE)
 
(...) What I was implying is that most customers probably won't be missing the old colors. Who knows, maybe the new colors were shown to be very popular in their studies? (...) I don't think anyone outside of Lego (or even inside too) can say (...) (21 years ago, 21-Nov-03, to lugnet.general, FTX)

Message is in Reply To:
  Re: New colors and other info (ATTN JAKE)
 
(...) Yes, and when he found out it appears he made those internal calls and relayed the information to us. The point I'm making is that I don't see why Lego PD would have to call up Jake to inform him every time a product change is made or (...) (21 years ago, 21-Nov-03, to lugnet.general, FTX)

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