Subject:
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Re: Two things I inferred from Brad's talk at Brickfest
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Newsgroups:
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lugnet.lego.direct
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Date:
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Tue, 17 Jul 2001 00:40:43 GMT
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Viewed:
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519 times
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Jim Green wrote:
>
> In lugnet.events.brickfest, Greg Kramer writes:
>
> > 2. Lego does not see juniorization as a failure. I can't quote Brad
> > directly, but to paraphrase, he did respond to one question by saying
> > something like "you all may hate juniorization, but that's the way kids are
> > today: they want more playabilty and they get less enjoyment out of the
> > actual building experience". Again, that is not a direct quote. But the
> > essence I got was that Lego has no intention of abandoning juniorization.
> > Brad did add that he believes the product line should appeal to older ages
> > as well, with non-juniorized products (and he used Star Wars as an example
> > of current non-juniorized sets).
>
> If Lego is moving its line in the direction of juniorization with more
> playability and less construction (not polar opposites, mind you), what will
> differentiate its products from, say, Fisher Price's Everyday Heros line?
> (especially when the Creator/Jack Stone sculpts look so chintzy).
>
> Do they still plan to make bricks at all in 10 years?
I would say definitely so. Brad articulated that the reasons for
juniorization were twofold:
- the changing kids of today (but not all kids)
- the lack of a bridge from Duplo to System
He also made it clear that their sales analysis suggested they ARE doing
the right thing (or at least a GOOD thing).
Interestingly he also confirmed that while the blue tub is not a loss
leader, it does have a very thin margin (i.e. you won't ever see bulk
packs at that price per brick [at least not in 50-100 piece quantity - I
wouldn't be surprised if they didn't eventually come up with a way to
buy bricks 1000 at a time at a penny or two apiece).
--
Frank Filz
-----------------------------
Work: mailto:ffilz@us.ibm.com (business only please)
Home: mailto:ffilz@mindspring.com
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