Subject:
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Re: Lego assortiment in small stores
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Newsgroups:
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lugnet.lego.direct
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Date:
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Tue, 19 Mar 2002 20:17:23 GMT
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Viewed:
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1121 times
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In lugnet.lego.direct, Jean-Marc Détraz writes:
> Thank you guys very much!
>
> I really appreciate your comment. But it is really discouraging to hear that
> TLC is not willing to change.
>
> My concern is that their best products aren't available in stores!
> WHY WHY WHY???
>
> Who benefits from this policy? NOBODY and certainely not TLC!
>
> --------DEAR LEGO------- Can we hope for common sense???????
>
> A good little retailer could easely order around 2K of good sets and resell
> them in NO time, and so on!
>
> I would love to hear from TLC and/or Brad Justus ---PLEASE---
Have you read the latest Q & A Session with Brad at Brickswest?
Get it here:
http://www.brickshelf.com/cgi-bin/gallery.cgi?f=12628
download the brad_justus_qa.pdf
It will give you some insights as to your questions.
<snip>
Jean you must also remember that LEGO Direct is a very young business unit
(BU) of LEGO. They don't have the 'power' to make everyone at LEGO move
yet. LEGO (as a whole) is testing some unproven ground with LD. LD is
doing things that very, very few BUs ever get to try in large companies and
so far they have been sucessful. It takes a lot of planning and support to
be able to offer a 'My Own Creation' train where the customer gets to pick
the color! Furthermore, the MOC Program (aka blacksmith shop) is also
something that NO ONE has ever attempted before. Think of all the legal
stuff that was involved in a) creating the program b) getting Dan's
approval, and c) (perhaps the most important) getting LEGO (as a whole) to
go down this path. This is just the legal stuff. I won't we get into the
manufatoring, marketing, etc.. that goes into this.
You also need to understand who is the target audince for both LEGO retail
(LR) and LD. LR must focus on everyone! yes, Kids are the number one
audience, but parnets and other adults must also be included. Trying to
traget kids alone in the toy market is extremly hard but trying to also
encompass their parnents and other adults is exponetialy harder. LD has a
bit easier time since their market are individuals who are looking for a
more challenge set than what LR offers.
So the next time you go to a store think is the Jack Stone set targeted for
you? Probably NOT since you are already a LEGO fan. In that case don't get
mad about Jack Stone it's not for you. That is why you have LD. What you
should be thinking is to buy Jack Stone when it's on sale and put in a
topperware case and stove it in your closet. Why? Think ebay and 10-15
years from now. Those kids playing with Jack Stone will pay big $$$$ for
those sets when they are older since they are part of their childhood
memories? Don't you pay big $$$ for your childhood toys NO MATTER who 'weak
and boring' they may be? =)
Ultimatly you need to remember that LEGO is a compnay and like any other
company it must make profit to survive. LEGO hasn't been doing too well
(financial) in the last several years and if we want to continue to have it
around for many years to come we need to support it in any way we can and
NOT bash it as so many of us do on LUGNET.
They (LEGO) know we are hear and do hear our cries but we are a small pop.
and in order to survie they must attract the younger crowd in any shape way
form they can.
AHui
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Message is in Reply To:
 | | Re: Lego assortiment in small stores
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| Thank you guys very much! I really appreciate your comment. But it is really discouraging to hear that TLC is not willing to change. My concern is that their best products aren't available in stores! WHY WHY WHY??? Who benefits from this policy? (...) (23 years ago, 16-Mar-02, to lugnet.lego.direct)
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