Subject:
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Re: The LEGO Revival Survey
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Newsgroups:
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lugnet.general
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Date:
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Fri, 22 Jul 2005 18:08:33 GMT
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Viewed:
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4804 times
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In lugnet.general, Dan Thompson wrote:
> LEGO is a changing company that many think is not what it should be or what it
> used to be. The best quality construction toys are made by LEGO. The current
> customer relationship between LEGO and the people who enjoy the toys they make
> is the best it has ever been. Yet, to many it seems something is still lacking.
> People who years ago bought LEGO products now think twice before buying a new
> set. The secondary LEGO market is growing and getting more and more business
> from LEGO itself. What has caused this change?
>
> Many people think LEGO needs a change. A return if you will to what made LEGO
> so great in years past. LEGO is an enjoyable, quality made toy that many people
> regardless of age enjoy. So many of us want to see LEGO a prosperous company
> making a product everyone from children to grandparents will buy and enjoy for
> years to come. The whole reason for this survey is to get you to provide
> answers to some simple questions. When the answers are complied we will submit
> them to LEGO for consideration.
>
> Please respect the purpose of this survey and do not go off topic, have any
> discussion or make any comments on others ideas or desires for LEGO. Please only
> post your answers after some thought and be as precise and as brief as you can
> be so that everyone's voice can be heard. If someone worded their answer exactly
> as you would like to please feel free to copy it and use it as your answer as
> well. Be very honest with your answers but avoid strong negativity, insults or
> improper language. If you have no answer or do not wish to answer a question
> please list N/A.
>
> Why do LEGO toys have value to you?
They allow for a maximum of creativity and are infinitely combinable across the
entire product line.
>
> What makes LEGO brand construction toys worth your money?
Their longevity, durability, quality of construction and long-term value.
> In what way has the LEGO brand let you down?
Lego has taken to too much of what is called 'juniorization'. Lego has always
been about using bricks to create things and not just being given the piece
pre-made.
> Recently, how has the LEGO brand improved?
The new Creator sets are excellent. I love the Spiderman, Harry Potter and Star
Wars series as they provide a wonderful selection of new and imaginative sets.
> What would you like to see LEGO (re)introduce in the next three years?
A REAL Pirates line, not the juniorized sets that I will not touch. Also, I've
seen pictures of the Vikings stuff and they look VERY nice. Classic Castle with
the ability to connect multiple sets together would also be nice.
> What does LEGO need to do to sell more products for less cost to them?
Tough question to answer without being able to check the books ;-), but it seems
that the trend to 'juniorize' and make larger pieces that can be created with
pre-existing bricks is actually a cause of the rise in cost.
One simple way might be to offer a 'Piece Catalog' via Lego.com where
individuals can buy massive quantities of not just bricks but things like
minifig hands. Of course, this would require setting minimum order quantities
to make it worth while to produce, but it would cater to adult fans that are
desperate for large quantities of 2x4 dark red bricks, for instance, and hate
having use 3rd party sellers in order to get what they require.
> What reason(s) do you have for not buying new LEGO sets?
The simple answer is money. With limited funds to spend on Lego products, I
must be picky about what I want. This means I limit myself only to my favorite
product lines unless something is on sale. I would never have bought the Alpha
Team sets if they hadn't been 50% off at the store because they didn't appeal to
me as sets, only as pieces.
> What would it take for you to spend more money on new LEGO products versus
> buying sets/parts on the second hand markets?
Telling a company to lower prices is futile IMHO, so I will say that the value
must be there. Right now, I see sets that linger on store shelves for months
without moving, and I will only buy them when they go on deep discount sales.
It's not that they are any less creative, only that it makes no sense to me why
some sets are priced like they are. Here's a BIG for instance: Why in the
world does it cost $5.99 for a run-of-the-mill 32x32 Green baseplate? I'd buy
stacks of them at $1.99, but at $5.99 they just aren't worth it.
> What will it take for LEGO to remain the best construction toy for all ages and
> be a profitable company?
Innovation is always the name of the game here. I dare say that the Dragons
line from Megablocks was a tremendous idea and I know many die-hard Lego
fanatics that have gone to the store to buy legos and come home with these sets
instead. Why? Simple. They sell minifigs in a small tin with an assortment of
weapons and a bit of scenery for $4 or $5. How about a similar idea on Lego's
part? Why not sell 4 or 5 generic(as in grey or black or blue or red armor)
minifigs with smiley faces along with some weapons/shields and perhaps a small
green/tan 8x8 plate and a couple bricks for the same price? There's no need to
reinvent the wheel after all.
> What are your home country, first name and age?
United States, Jonathan, 26
> Is there anything you would like to say with this last question that you feel
> someone at LEGO should not go without reading?
Modern trends are a foolhardy way to do business, but some things are likely to
stay around for quite some time once introduced into society. I don't see the
'Anime Craze' dying down for quite some time since it is more a result of the
fans finally reaching the tipping point in society to create a recognizeable
niche then it is a sudden upsurge in popularity that's bound to fall. Also,
though I'm not sure how your licenses work with the Harry Potter franchise, it
would be wonderful to see a larger selection of sets for this series.
> Thank you in advance for all the answers you will give. If we take this
> seriously and present it with a determination to be a help to TLG, then I
> believe LEGO will both appreciate it and look through it honesty, considering
> our ideas.
>
> Admins please help keep this thread clutter free and productive. This survey
> will run from now until August 1st. I will be creating an excel file with
> peoples answers and will have it completed in August, at which time we turn it
> over to someone at LEGO.
>
> If you are a member of another forum please pass an invite to those members to
> answer this survey also.
>
> Thank you everyone who has participated. Please remember this thread is for
> answers to the questions and not comments about the questions, others answers or
> anything else. If you want to discuss these things please start a different
> topic or discuss them elsewhere. I would like to have everyone participate if
> possible. I will do my best at getting these answers compiled and easy to read
> for everyone and get delivered to. Again, thank you for your help and opinions.
>
> If you sit back and say nothing you will have no chance to change it later. If
> you stand up for what you think and present your opinions politely people will
> at least listen and may be affected to change.
>
> To the LEGO revival!
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Message is in Reply To:
 | | The LEGO Revival Survey
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| LEGO is a changing company that many think is not what it should be or what it used to be. The best quality construction toys are made by LEGO. The current customer relationship between LEGO and the people who enjoy the toys they make is the best it (...) (19 years ago, 23-Jun-05, to lugnet.general) !!
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