Subject:
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Re: LEGO is listening! (was...are you listening?)
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Newsgroups:
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lugnet.lego, lugnet.dear-lego
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Date:
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Sun, 5 Nov 2000 19:14:13 GMT
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6496 times
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In lugnet.lego, Jeff Shiner writes:
> 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.
[ 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 use a annecdotal number of 10-cents per piece. My goodness, that
means that TLC made somewhere north of 18 Billion pieces last year. I wonder why
I never find many of those at yard sales <g> There must be alot of closets and
attics full of Lego pcs. A quick back-of-the-napkin calculation shows that all
the pieces on BrickBay represent only 0.002% of TLCs production last year.
> 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.
I don't think I would call the Lugnet AFOLs a 'poor' representation, just a
small *vocal* tip of the iceberg.
The membership of lugnet spans a wide age group. We represent many
demographics. I believe that TLC markets primarily to the younger demographics,
probably ages 16 and below. My own experience (grassroots in a college town),
tells me that the interest in Lego products is more broad spectrum than the
primary targeted demographics I mentioned above. Most of the venues that TLC
sells through are targeted to these same demographics (but not exclusively).
So, the quandry seems to be, how do you address the needs of your mass target
audience, while responding to the desires of the AFOL community ?
<snip>
Ray Sanders
numero 124
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Message is in Reply To:
61 Messages in This Thread: ![ARE you paying attention, LEGO????????? -Jonathan McKay (3-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif) ![](/news/246.gif) ![Re: ARE you paying attention, LEGO????????? -Matthew Teets (3-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif)
![](/news/x.gif) ![](/news/268.gif) ![Re: ARE you paying attention, LEGO????????? -Matthew Miller (3-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif)
![](/news/x.gif) ![](/news/268.gif) ![Re: ARE you paying attention, LEGO????????? -Bryan Kinkel (3-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif)
![](/news/x.gif) ![](/news/268.gif) ![Re: ARE you paying attention, LEGO????????? -Dan Simonson (4-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif)
![](/news/x.gif) ![](/news/68.gif) ![LEGO is listening! (was...are you listening?) -Ashley Glennon (4-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif) ![](/news/246.gif) ![Re: LEGO is listening! (was...are you listening?) -Aaron Gershon (4-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif)
![](/news/x.gif) ![](/news/x.gif) ![](/news/268.gif) ![Re: LEGO is listening! (was...are you listening?) -Eng Wee Lean (4-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif) ![](/news/46.gif) ![Re: LEGO is listening! (was...are you listening?) -Kevin McMillin (4-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif)
![](/news/x.gif) ![](/news/x.gif) ![](/news/268.gif) ![Re: LEGO is listening! (was...are you listening?) -Paul Rutenberg (4-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif) ![](/news/46.gif) ![Re: LEGO is listening! (was...are you listening?) -Santosh Bhat (4-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif) ![](/news/46.gif) ![Re: LEGO is listening! (was...are you listening?) -Jonathan Reynolds (4-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif)
![](/news/x.gif) ![](/news/x.gif) ![](/news/268.gif) ![Re: LEGO is listening! (was...are you listening?) -Scott Edward Sanburn (4-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif)
![](/news/x.gif) ![](/news/x.gif) ![](/news/268.gif) ![Re: LEGO is listening! (was...are you listening?) -Ka-On Lee (4-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif) ![](/news/46.gif) ![Re: LEGO is listening! (was...are you listening?) -Matthew Miller (4-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif) ![](/news/46.gif) ![Re: LEGO is listening! (was...are you listening?) -Bradley Dale (4-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif) ![](/news/46.gif) ![Re: LEGO is listening! (was...are you listening?) -Matthew Miller (4-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif) ![](/news/46.gif) ![Re: LEGO is listening! (was...are you listening?) -Scott Edward Sanburn (5-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif)
![](/news/x.gif) ![](/news/x.gif) ![](/news/268.gif) ![Re: LEGO is listening! (was...are you listening?) -Marc Nelson, Jr. (4-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif) ![](/news/46.gif) ![Re: LEGO is listening! (was...are you listening?) -Matthew Miller (4-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif) ![](/news/46.gif) ![Re: LEGO is listening! (was...are you listening?) -Marc Nelson, Jr. (4-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif)
![](/news/x.gif) ![](/news/x.gif) ![](/news/268.gif) ![Re: LEGO is listening! (was...are you listening?) -Rich Moberg (4-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif)
![](/news/x.gif) ![](/news/x.gif) ![](/news/268.gif) ![Re: LEGO is listening! (was...are you listening?) -Frank Buiting (5-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif) ![](/news/246.gif) ![Re: LEGO is listening! (was...are you listening?) -John Robert-Blaze Kanehl (5-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif) ![](/news/46.gif) ![Re: LEGO is listening! (was...are you listening?) -Frank Buiting (5-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif)
![](/news/x.gif) ![](/news/28.gif) ![](/news/x.gif) ![](/news/68.gif) ![Re: LEGO is listening! (was...are you listening?) -Jeff Shiner (5-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif) ![](/news/246.gif) ![Re: LEGO is listening! (was...are you listening?) -Matthew Miller (5-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif)
![](/news/x.gif) ![](/news/28.gif) ![](/news/x.gif) ![](/news/x.gif) ![](/news/268.gif) ![You are here](/news/here.gif)
![](/news/x.gif) ![](/news/28.gif) ![](/news/x.gif) ![](/news/x.gif) ![](/news/268.gif) ![Re: LEGO is listening! (was...are you listening?) -Steve Bliss (6-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif) ![](/news/46.gif) ![Re: LEGO is listening! (was...are you listening?) -Larry Pieniazek (6-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif)
![](/news/x.gif) ![](/news/28.gif) ![](/news/x.gif) ![](/news/x.gif) ![](/news/68.gif) ![Re: LEGO is listening! (was...are you listening?) -Christopher Lindsey (6-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif)
![](/news/x.gif) ![](/news/x.gif) ![](/news/268.gif) ![Re: LEGO is listening! (was...are you listening?) -Michael Obenland (5-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif)
![](/news/x.gif) ![](/news/x.gif) ![](/news/268.gif) ![LEGO is listening! Juniorization!!!!!!! -Adam Tucker (6-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif) ![](/news/46.gif) ![Re: LEGO is listening! Juniorization!!!!!!! -Tim Courtney (6-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif) ![](/news/46.gif) ![Re: LEGO is listening! Juniorization!!!!!!! -Erik Olson (6-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif)
![](/news/x.gif) ![](/news/x.gif) ![](/news/268.gif) ![Re: LEGO is listening! (was...are you listening?) -Kevin Loch (6-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif) ![](/news/246.gif) ![Re: LEGO is listening! (was...are you listening?) -Kevin Loch (7-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif) ![](/news/46.gif) ![Re: LEGO is listening! (was...are you listening?) -Adrian Drake (7-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif)
![](/news/x.gif) ![](/news/28.gif) ![](/news/x.gif) ![](/news/68.gif) ![Re: LEGO is listening! (was...are you listening?) -Ross Crawford (9-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif)
![](/news/x.gif) ![](/news/x.gif) ![](/news/268.gif) ![Re: LEGO is listening! (was...are you listening?) -Jude Beaudin (6-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif) ![](/news/46.gif) ![Re: LEGO is listening! (was...are you listening?) -Ben Gatelle (6-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif) ![](/news/246.gif) ![Re: LEGO is listening! (was...are you listening?) -Charles Eric McCarthy (7-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif)
![](/news/x.gif) ![](/news/28.gif) ![](/news/x.gif) ![](/news/x.gif) ![](/news/68.gif) ![Re: LEGO is listening! (was...are you listening?) -Jeff Thompson (16-May-01 to lugnet.lego, lugnet.dear-lego)](/news/x.gif)
![](/news/x.gif) ![](/news/x.gif) ![](/news/268.gif) ![Re: LEGO is listening! (was...are you listening?) -Alex Farlie (6-Nov-00 to lugnet.lego.direct, lugnet.dear-lego)](/news/x.gif) ![](/news/246.gif) ![Re: LEGO is listening! (was...are you listening?) -Matthew Miller (6-Nov-00 to lugnet.lego.direct, lugnet.dear-lego)](/news/x.gif) ![](/news/46.gif) ![Re: LEGO is listening! (was...are you listening?) -Tim Courtney (6-Nov-00 to lugnet.lego.direct, lugnet.dear-lego)](/news/x.gif)
![](/news/x.gif) ![](/news/28.gif) ![](/news/x.gif) ![](/news/268.gif) ![Re: LEGO is listening! (was...are you listening?) -Rose Regner (6-Nov-00 to lugnet.lego.direct, lugnet.dear-lego)](/news/x.gif) ![](/news/246.gif) ![Re: LEGO is listening! (was...are you listening?) -Bradley Dale (6-Nov-00 to lugnet.lego.direct, lugnet.dear-lego)](/news/x.gif) ![](/news/46.gif) ![Re: LEGO is listening! (was...are you listening?) -Paul Davidson (9-Nov-00 to lugnet.lego.direct, lugnet.dear-lego)](/news/x.gif)
![](/news/x.gif) ![](/news/28.gif) ![](/news/x.gif) ![](/news/28.gif) ![](/news/x.gif) ![](/news/68.gif) ![Re: LEGO is listening! (was...are you listening?) -Arnold Staniczek (7-Nov-00 to lugnet.lego.direct, lugnet.dear-lego)](/news/x.gif)
![](/news/x.gif) ![](/news/28.gif) ![](/news/x.gif) ![](/news/68.gif) ![Re: LEGO is listening! (was...are you listening?) -Zhengrong Zang (9-Nov-00 to lugnet.lego.direct, lugnet.dear-lego, lugnet.trains)](/news/x.gif) ![](/news/46.gif) ![Re: LEGO is listening! (was...are you listening?) -Dean Husby (9-Nov-00 to lugnet.lego.direct, lugnet.dear-lego, lugnet.trains)](/news/x.gif) ![](/news/46.gif) ![Re: LEGO is listening! (was...are you listening?) -Zhengrong Zang (10-Nov-00 to lugnet.lego.direct, lugnet.dear-lego, lugnet.trains)](/news/x.gif) ![](/news/46.gif) ![Re: LEGO is listening! (was...are you listening?) -Frank Buiting (10-Nov-00 to lugnet.lego.direct, lugnet.dear-lego, lugnet.trains)](/news/x.gif) ![](/news/46.gif) ![Re: LEGO is listening! (was...are you listening?) -James Powell (10-Nov-00 to lugnet.trains)](/news/x.gif) ![](/news/46.gif) ![Re: LEGO is listening! (was...are you listening?) -Alex Farlie (10-Nov-00 to lugnet.trains)](/news/x.gif)
![](/news/x.gif) ![](/news/x.gif) ![](/news/268.gif) ![Re: LEGO is listening! (was...are you listening?) -James Simpson (6-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif) ![](/news/46.gif) ![Re: LEGO is listening! (was...are you listening?) -John Radtke (7-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif)
![](/news/x.gif) ![](/news/x.gif) ![](/news/268.gif) ![Re: LEGO is listening! (was...are you listening?) -Jason Whittenburg (6-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif) ![](/news/46.gif) ![Re: LEGO is listening! (was...are you listening?) -Frank Buiting (7-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif)
![](/news/x.gif) ![](/news/x.gif) ![](/news/68.gif) ![Re: LEGO is listening! (was...are you listening?) -Peter Vogel (7-Nov-00 to lugnet.lego, lugnet.dear-lego)](/news/x.gif)
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