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LEGO, WWE, Bakugan gadgets
By Stanley A. Miller II of the Journal Sentinel, Jan. 7, 2009
http://www.jsonline.com/blogs/entertainment/37218999.html
Digital Blue, which makes electronics and software for the youth and teen
market, today announced licensing deals with LEGO Systems, World Wrestling
Entertainment and Bakugan. The agreements will let the company build lines of
electronics -- including digital players, cameras, alarm clock radios, boom
boxes -- for adolescent and teenage boys.
The devices will start going on
sale at major retailers in May ranging from $14.99 to $79.99.
Expect
Lego-labeled products including: digital cameras, music players,
BIONICLE-inspired digital cameras, video cameras, speakers, walkie talkies and
accessory cases. WWE devices will include cameras, boom boxes, alarm clocks,
music players and walkie talkies. And Bakugan franchise devices include cameras,
clocks and music players.
The full press release is at:
http://www.businesswire.com/portal/site/google/?ndmViewId=news_view&newsId=20090107005394&newsLang=en
I’m just hoping the lessons of 2003 haven’t been lost on The LEGO Group.
Remember...
“Tough times in Toytown force LEGO® to rebuild”, August 27,2004
http://news.lugnet.com/general/?n=48816
“In a rare media interview, Ole
Kirk’s grandson Kjeld, who is now chairman and chief executive, said LEGO had
grown to depend too much on non-traditional products like clothes, video games
and licensing deals with Disney, Harry Potter and Star Wars.”
and...
“Geeks in Toyland”, January 4, 2006
http://www.wired.com/culture/lifestyle/news/2006/01/69946?currentPage=all
There were plenty of strategic blunders behind the dismal results: a misguided
foray into making PC software games, expensive licensing arrangements (chiefly
with Disney), and designs that puzzled rather than entertained. “We had started
to make fire trucks that look like spaceships, building systems that no customer
could truly appreciate,” says Mads Nipper, a Lego senior vice president. “We had
to clean that up.”
The software division is no more and the current
Traveller’s Tales LEGO-licensed video games seem to be an unqualified hit. I’m
hoping LEGO Universe is wildly successful. I’ve got no real complaints about the
quality, design and selection of the current product line of LEGO building sets.
Just please don’t start diluting the LEGO brand image too much...
--
Bill
(TooMuchDew)
GMLTC
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