Subject:
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Re: LEGO disappearing from small toyshops
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Newsgroups:
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lugnet.lego.direct
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Date:
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Fri, 15 Feb 2002 15:15:53 GMT
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Viewed:
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1428 times
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In lugnet.general, Thomas Main writes:
> Hardly any small toyshops seem to carry LEGO anymore. I've been told that
> toyshop owners don't like to carry it because it's too "mass market" and they
> specialize in quality toys. Also, I suppose it is hard for toyshop owners to
> compete with the likes of Wal*Mart in pricing and volume purchases from TLC.
>
> But I see an opportunity here. TLC, or some division in TLC, could capitalize
> on the small toyshop market. Drop the $5000 minimum order, drop the
> requirement to carry the whole range and all other impediments to carrying LEGO
> for the small toyshop. Provide a specialized line to these stores...things
> like the LEGENDS series, train sets and accessories like train tracks and
> roadplates of all varieties. Small boxes of bricks, slopes and plates that
> might sell better in a toyshop environment than they would in places like
> Wal*Mart.
>
> And if TLC insists that it wants to venture into the unknown, let then try
> things like making accessory sets that are compatible with Rokenbok (also sold
> in these small toyshops). Imagine a LEGO set equivalent of a Down-A-Vator
> using pneumatic parts, plates and technic beams. It would get the Rokenbokers
> using LEGO with Rokenbok and buying a lot of LEGO to enhance their Rokenbok
> layouts.
>
> And think what re-establishing themselves in small toyshops would do to bolster
> the LEGO brand. A lot of people go to toyshops exclusively when it is time to
> buy birthday presents, etc. These people would see quality LEGO sets like they
> used to know when they were kids. TLC wouldn't have to worry about licensing
> deals and flashing packaging in this sort of environment compared to mass
> market retail.
>
> Why not let part of LEGO Direct cater to the small toyshops? Perhaps it would
> be a (relatively) small investment that would really pay off.
>
> --
> Thomas Main
> thomasmain@hotmail.com
*These are my personal thoughts on this subject and have absolutely nothing
to do with any marketing strategies or theories that TLC holds or is planning.*
I think that the market segment that caters to small specialized toy
retailing is being fostered by the advent of the Brand Retail Stores. True,
at this time the current number of these stores are small, but they are
growing. One needs to look only to the Chicago store opening in 2000 and the
Atlanta store opening last year. These stores usually carry the full range
of products and the Outlet store portion is able to get their hands on some
usually hard to find items, though not in great quantities. It is my belief
that TLC is fostering brand building by growing this segment of retail. One
could speculate that if TLC feels that it needs a definitive retail
presence, why trust it to small retail outlets (one needs only to look to
other replies in this thread to see that many small retailers [apparently
and especially in the U.K.] either do not have the means or the focus to
maintain a quality retail brand presence).
Some of the respondents to this thread and even the originator have had
business with some of the Brand Retail stores and have had (I believe) a
positive experience with them. I would think that in the years to come, more
Lego Stores will open in other regional areas, though I have no idea of when
or even where. If the economy is in fact picking back up we may well see an
explosion of such stores around the U.S. and perhaps even more than one in
the U.K. (Bluewater Store).
On the subject of large retail chains, (Wal-Mart, Target, TRU's), and small
retail presence, one needs only to look to the feedback that consumers have
expressed in other replies to this thread. I've been in many a Kmart, TRU,
etc. and thought how awful the display was, and I've been in many where I
could see that someone had there stuff together. For the smaller retail
precence, I'm certain that it is just as precarious, and varied (there are
too many to cite here). I've seen It's almost a roll of the dice once the
product leaves the hands of TLC's control. So, what would you do if you had
an opportunity to load the dice somewhat? I think that I would slowly and
deliberately grow stores that where in my control, with people who care
about the product and the way that it is merchandised/displayed, and stop
rolling the dice with the little guys so much. I think that there will
always be a place for small and large retail of TLC's product, but I think
that the focus on those outside retail sources will shrink in the years to
come. Especially if you can provide the full range of product inside a store
you (TLC) control.
Just my speculations, and something for you all to think about.
Rich
--
Have Fun! C-Ya!
Legoman34
*****
Legoman34 (Richard W. Schamus)... (My views do not necessarily express the
views of my employer...)
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Message has 1 Reply:
 | | Re: LEGO disappearing from small toyshops
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| (...) planning.* (...) So who do we ask for a Lego store in Northern California (NOT in Gilroy or Milpitas, thank you very much!)(There are a couple of malls being built in Emeryville, right in the middle of the whole bay area...) Paul Sinasohn (...) (23 years ago, 15-Feb-02, to lugnet.lego.direct)
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Message is in Reply To:
| | LEGO disappearing from small toyshops
|
| Hardly any small toyshops seem to carry LEGO anymore. I've been told that toyshop owners don't like to carry it because it's too "mass market" and they specialize in quality toys. Also, I suppose it is hard for toyshop owners to compete with the (...) (23 years ago, 14-Feb-02, to lugnet.general, lugnet.lego.direct)
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