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All,
Sorry for the delay in getting posting this info. I’ve been crazy busy lately
(when you aren’t traveling, people are actually able to get ahold of you!), and
still trying to catch up.
There has been some question about the releases of Dino Attack and Vikings.
Vikings will be launching mainly in Europe. It’s pretty likely that we’ll carry
the Vikings line worldwide through Shop At Home. (It looks like a done deal, but
I’m still awaiting final final confirmation) There is, of course, a chance that
LEGO Stores and/or very limited retail could happen, but I don’t have any info
on that at this point - as you’ve seen in the past, these things tend to shift
around.
Dino Attack will be carried only in North America. It will not be sold in Europe
through retail or Shop At Home.
First off, to clarify (and save the need for me to don my fireproof suit), you
WILL be able to acquire Vikings in North America this year - just not through
retail.
Secondly, I’m sure you’re wondering why we’ve taken this course. Long story
short, it’s the right strategy to try, business-wise.
Dino Attack is a line meant to appeal to North Americans consumers (i.e. NA
kids). Vikings is a line meant to appeal more to European consumers (i.e. EU
kids). We tend to try to release all product lines globally. Sometimes this
works fine, sometimes not so much. The idea here is to create lines that appeal
in a large way to each major region.
In addition, there is a metric ton of business decisions that went into making
this call. I can’t/won’t get into all of them here, but you have to believe that
this wasn’t a decision taken lightly or without thought. As the company works to
regain its profitable status, we are listening more and more to both
customers(i.e. Target, TRU, etc.) and consumers (i.e. kids and AFOLs) about what
they’re interested in seeing on shelves.
Perhaps this divided strategy is a terrific idea, perhaps not. But it’s a
direction we simply must take in order to see what happens. Again, I won’t argue
the business thinking here, there’s simply too many issues that factor into the
discussion - many of which I can’t share.
I know that some of you might be dissapointed that one line or the other is not
on shelves in your local stores, but hopefully you can understand the importance
of getting our feet back under us. We look forward to your help and support in
this crucial year.
Jake
---
Jake McKee
Community Liaison
LEGO Community Team
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Message has 8 Replies:
 | | Re: Release dates
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| (...) [snip] (...) Jake, Thank you for taking the time to post on this issue and clarify some concerns. I am interested in the outcome of this strategy, and, whatever the case, I hope that the Company finds some successes in the year to come. And (...) (20 years ago, 25-Feb-05, to lugnet.lego, FTX)
| | | Re: Release dates
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| (...) Thanks for the update Jake. And, bearing in mind this is a worldwide community, I see no reason why product won't spread around the world of its own accord. I've certainly done my share of "transporting Lego product across international (...) (20 years ago, 25-Feb-05, to lugnet.lego, FTX)
| | | Re: Release dates
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| What will australia get? I am assuming that Shop @ Home australia will get the same things as Shop @ Home europe. And that australian stores will (as usual) carry whatever they think will sell. (20 years ago, 25-Feb-05, to lugnet.lego)
| | | Re: Release dates
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| If a general release of Vikings in North America would act as a boat anchor, then I really don't have a problem as long as I can still obtain the Viking sets via Shop at Home or LEGO stores. Why Playmobil can offer Vikings (and fig (...) (20 years ago, 26-Feb-05, to lugnet.lego, FTX)
| | | Re: Release dates
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| For a company that is struggling to make ends meet, something is puzzling me... Why two series? Why Dino Attack and the Vikings? Why not Vikings only? Let me elaborate: With the Dino Attack series, you have New Set Concept - some unknown number of (...) (20 years ago, 26-Feb-05, to lugnet.lego)
| | | Re: Release dates
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| (...) Thanks for the clear information Jake. While I am upset that I won't be able to compulsively buy a Viking set everytime I go to the store, I am glad that they will be available via SAH. The Viking line is one of the best, most exciting themes (...) (20 years ago, 27-Feb-05, to lugnet.lego, FTX)
| | | Re: Release dates
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| (...) Oh we could have a field day with this one. Guns 'n' Pickups for the gun crazed middle America versus historical playsets for sensitive Scandinavians? Dinosaurs co-existing with humans for the creationist New World versus mythical beasts for (...) (20 years ago, 28-Feb-05, to lugnet.lego, FTX)
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