The LEGO Company : 110


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Subject:	Re: LEGO is listening! (was...are you listening?)
Newsgroups:	lugnet.lego, lugnet.dear-lego
Date:	Sun, 5 Nov 2000 17:20:30 GMT
Viewed:	6580 times

[snip] > > I was wondering, reading those two paragraphs... > 1) LEGO asks kids what they want and 2) LEGO is apparently listening to us > too... so how big is the adult market share? I mean ofcourse I understand > that LEGO is mainly a toy and children are their 'real' target audience, but > if it's worth listening to AFOLs comments then I guess the AFOL market is > also valuable. Perhaps it is time for LEGO to realise that they did well > enough in the past that yesterday's kids are still that much attached to the > product today and turned into AFOLs... > > So, any guesses about how big the AFOL market is? Does LEGO have marketing > data on that, or have they never thought of adults as their target audience? I ofter wonder about that myself. First... I tried, in a VERY unscientific way, to determine for myself what percentage of the Lego market we represent. Personally I spend about $5000-$8000 on Lego each year. If we multiply that by the number of Lugnet members (say 1000) then we only get to around $8,000,000 in total. This revenue number, although large, is less that 1% of the revenue Lego had last year (1.1 billion as I recall)... and let's not forget that we pay more than wholesale. Interesting. Second... as Lugnet enthusiasts we are *perhaps* a poor representation of the general public... and are certainly a small portion of that public. Why do I suggest poor... well I would hazard a guess that we have extremely different Lego buying habits than joe public would... even when buying for our kids. Third... for all of the concern we have (myself certainly as one) over the trend to *non-standard* Lego models, it is interesting that the Lego Soccer theme is winning the most awards. Certainly it is one of the most *non-standard* is it not. There are many reasons why Lego should listen to us and our requests... perhaps there are also a couple of reasons why they should not. Just my 2 cents worth, - Jeff

Message has 4 Replies:

		Re: LEGO is listening! (was...are you listening?)
(...) Many of us spend way less than that. ($500/year?). However, I think you're also far underestimating our numbers. There's 645 paid LUGnet members, and I'd guess that it's safe to figure there's 20x that who haven't paid. (Even if they aren't (...) (24 years ago, 5-Nov-00, to lugnet.lego, lugnet.dear-lego)

		Re: LEGO is listening! (was...are you listening?)
(...) [ some simple math calculations about to go totally off the deep end ] If TLC has an annual revenue of $1.1B, and somewhere I recall that wholesale on TLC product is about 60% of retail, then that represents about $1.833B at MSRP. Then I will (...) (24 years ago, 5-Nov-00, to lugnet.lego, lugnet.dear-lego)

		Re: LEGO is listening! (was...are you listening?)
(...) I'm sure we're a poor representation of the general public, but we might also be a poor representation of the AFOL public. Basically, to hang out on LUGNET, you have to (a) like LEGO a lot, (b) have a computer, and be online, (c) want to (...) (24 years ago, 6-Nov-00, to lugnet.lego, lugnet.dear-lego)

		Re: LEGO is listening! (was...are you listening?)
(...) There was an article posted to one of the newsgroups this spring that talked about AFOLs and LEGO collectibility. Unfortunately, I can't find that message in the search engine (is there anyway to successfully AND terms, and can I sort results (...) (24 years ago, 6-Nov-00, to lugnet.lego, lugnet.dear-lego)

Message is in Reply To:

		Re: LEGO is listening! (was...are you listening?)
"Ashley Glennon" <ashleyg@america.lego.com> wrote in message news:G3HsC9.JG@lugnet.com... (...) [snipped small part about time and appropriateness] (...) build, (...) I was wondering, reading those two paragraphs... 1) LEGO asks kids what they want (...) (24 years ago, 5-Nov-00, to lugnet.lego, lugnet.dear-lego)

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