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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Mon, 6 Nov 2000 21:26:28 GMT
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Viewed:
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6376 times
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Jeff Shiner wrote:
>
> [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.
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 by date instead of "score"?), but I remember
that we accounted for roughly 10% of TLG's business.
Chris
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