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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Sun, 24 Jul 2005 22:15:33 GMT
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Viewed:
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4796 times
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> Why do LEGO toys have value to you?
It's an eternal toy, I have bricks that are 30 - 35 years old and they are still
compatable with the modern stuff. Lego creations are only limited by the
imagination of the creator and as a result they've crossed galaxys, explored
uncharted territories, dived to the depths of the earth and oceans, modelled
unique treasures, etc etc...
> What makes LEGO brand construction toys worth your money?
As I said above its and eternal toy, my bricks were initially played with by
myself then shared with my brother later my sister joined in and now my niece
and nephew when they visit.
> In what way has the LEGO brand let you down?
Making bricks and kits that are just too specialised for alternative usage.
Changing the packaging to oversize plain carboard boxes.
> Recently, how has the LEGO brand improved?
They've recognised that there is a market (abiet small) that are over the age
reccomended on the boxes
> What would you like to see LEGO (re)introduce in the next three years?
More emphasis on generic themes (i.e. town, space, castle, trains) with sets
being specifically made up from generic parts as well
> What does LEGO need to do to sell more products for less cost to them?
This is diffucult because Lego is fighting a battle where it may be seen as
"irrelevant" in the context of modern toys. I don't see price as being the main
issue. Parents will generally buy what junior requests, especially if they
perceive it as quality product.
To make junior want the sets, Lego need to excite imaginations. When I was
young, I wanted a bigger better town (space port etc) here the catalogues showed
huge towns made up from complimentry and additive sets.
Lego need to supply more diverse cheap sets that can be upgraded as time passes.
For example in the days of 12v trains the train sets could be bought unpowered,
battery powered and transformer powered. Each set was able to be converted to
another and huge numbers additional complimentry augmenting items were available
too (e.g. manual and remote points, stop/go lights etc)
> What reason(s) do you have for not buying new LEGO sets?
I have a healthy collection spanning 30+ years. Personally my interest is with
trains and the asociated town theme, I'm only really interested in augmenting
the existing pieces, so I don't need more Police and Fire stations (especially
if they're "juniorised").
> What would it take for you to spend more money on new LEGO products versus
> buying sets/parts on the second hand markets?
See above comment...
> What will it take for LEGO to remain the best construction toy for all ages and
> be a profitable company?
First and foremost remain true to your core.
However in the long term I'm a bit more pessimistic. Looking at history reveals
that from the 20's to the 60's children played with Meccano. Then from the 70's
to the 90's Lego was the toy of choice now it seems to be computer games.
The real question is: "Has Lego run its course in the mainstream and is it now
destined to be a specialty product owned and used by ever aging enthusiasts?"
Just note, Meccano still exists but it's a neiche player. Lego needs to study
this example carefully and learn from the mistakes of the past (I know things
are different now - just valuable lessons are to be learned).
> What are your home country, first name and age?
Australia, Andrew - 38
> Is there anything you would like to say with this last question that you feel
> someone at LEGO should not go without reading?
Focus on making quality toys for people of all ages and keep them profitable by
limiting the product lines to core items and bricks. Attempting to plug all
aspects of the markets will dilute your product.
Accept the market has changed and possibly augment your product lines by
diversification into new fields - remember you started by making wooden toys, so
you've done this before.
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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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