The LEGO Revival

[Sarg_Kulo]

Why do LEGO toys have value to you?

I love my Lego because The models themselves are fun to build and can easily be modified or you can simply make something new. You can't do this with other action figures/play models.

What makes LEGO brand construction toys worth your money?

To be honest, I don't really find them worth the prises that I have to pay over in the UK. However, I am earning quite a bit now and as a teenager 100% of that can go on what I like.

IN WHAT WAY HAS THE LEGO BRAND LET YOU DOWN?

To me, It's charging more money in the UK then the US. I find this ridiculous and infuriating that I have to pay almost double the prises for the same product.

Another letdown for me is all the semi decisions they seem to be making. E.g. flesh tones, they have them in some sets but not in other. GO all the way or not at all.

New greys/brown. They had change but then we got a message telling us they were going to be in some sets. Again, go all the way or not at all.

WHAT WOULD IT TAKE FOR YOU TO SPEND MORE MONEY ON NEW LEGO PRODUCTS VERSUS BUYING SETS/PARTS ON THE SECOND HAND MARKETS?

To be honest not a lot, but that's merely because I don't really live near any clearance shops so most of the time I buy things new and at full price.

The only time I buy things second hand are places like Bricklink and Ebay. The only set I have bought second hand is the AAT because it was discontinued.

RECENTLY, HOW HAS THE LEGO BRAND IMPROVED?

I really think that Lego has been listening to their fans lately. For example the sandcrawler, It's been long on the fans wish-list. The same with the remakes that are coming out in Jan, the B-wing and A-wing have both been on the fans wanted list. This is really great to see.

I have also noticed some news themes (Dino, Vikings), that is a nice thing to see also.

WHAT WOULD YOU LIKE TO SEE LEGO (RE)INTRODUCE IN THE NEXT THREE YEARS?

Definitely Star Wars sets from Episodes One and Two. I heard rumours that Lego were not going back to these two episodes and I really do hope this is untrue. I would love more separatists vehicles, a flesh toned Count Dooku and some remakes from Episode one (Naboo Star fighter, landspeeder.)

WHAT REASON(S) DO YOU HAVE FOR NOT BUYING NEW LEGO SETS?

Well I have bought every single new Star Wars set, some multiple times over. I don

[popkids]

Why do Lego toys have value to you?

They allow me to create whole worlds without the need for paint, glue or tools. Nothing beats that feeling of nostalgia and fun when you get a new set, crack it open for the first time and see all those coloured parts spill all over the floor. And if your Lego model breaks, it can be rebuilt as it was. That can't be said about too many other toys.

What makes Lego brand construction toys worth your money?

When you buy a Lego set, you don't buy only what's on the box. You can turn that into whatever you want, and even pieces and minifigs that seem very specialised, can be used in many different ways.

In what way has the Lego brand let you down?

(Sigh...) The colour change and the flesh-toned minifigs. A year and a half on, I find myself still amazed, angry and upset that anyone at the company could misunderstand both the strength of the product and the strength of feeling among many of its longest standing customers, and even consider making such a fundamentally misguided change. Sadly, this outweighs all the positive things I have to say about Lego, because there's just no way around it. If you aren't happy with part of a set's design, you can change it. But if a part has been produced in the new greys or brown, but not in the old, you're stuck. And while Lego should be about using your imagination, you shouldn't have to do that in order to build what's on the box, in colours that are compatible with those produced by the company for more than 30 years. The reasons given at the time make no sense. When was the last time something was described as 'bright grey' or 'bright brown'? If a child has a new set from 2003 and one from 2004, he or she will notice that some of the colours don't match and if he/she doesn't notice, then what was the point of making the change? All of this applies to the flesh-toned minifigs, but with the additional argument that they have taken away the racial neutrality that was so admirable about Lego people. When I was a child, I can say honestly that the thought of what race my minifigs were, never crossed my mind. Taken together, this pair of blunders has dulled my anticipation of new Lego products. I used to look forward to seeing new catalogues. Now I look and my thoughts are along the lines of 'Looks cool...but will I be able to swap out all the new-coloured parts?'

The light-up lightsabres are a lesser irritation, but a significant one nonetheless, because two of the figures are not available as regular minifigs. This development detracts from what Lego is all about, because the minifigs can't be used in other ways. The playability and value for money are reduced rather than enhanced.

What would it take for you to spend more money on new Lego products versus buying sets/parts on the second hand market?

The invention of a time machine so that I could buy all the sets I missed! Seriously, apart from the reasons given in the above answer, Lego should keep strong sets and lines in production for a longer period. Back in the day, sets stayed in the catalogue for two or three years. These days, a set can appear as a mid-year release and disappear the following January.

Recently, how has the Lego brand improved?

In many ways. The release of the Legends series is a sign that Lego wants to cater to its adult fans. Making large sets available exclusively through Shop at Home is a good way of putting them on the market without breaking the bank through distribution costs. And the very existence of Lego Star Wars was a cause for celebration, but the sets released since 2002 knock spots off most of the earlier ones-better contoured, with a greater variety of minifigs. Sets such as the AT-AT and the Dragon Fortress were fantastic designs, and when I look back at sets from only a few years ago, I can see the leaps in design quality that have taken place.

What would you like to see Lego (re) introduce in the next three years?

Pirates! This was Lego's best-selling line, and they let it fizzle out. The presence of at least two Pirates of the Caribbean sequels would be like free advertising, without the cost of licensing. A line of 17th/18th century sets that could dovetail with the Pirates or stand alone. As great a variety of Star Wars sets and minifigs as possible, and get that licence renewed! Ancient Roman history and Greek mythology. Arabian Nights/Ottoman sets that could cross over between history and fantasy. A return of classic-style European Castle. Also, rather than spend money on licences such as Harry Potter, Bob the Builder, Disney etc, Lego could licence individual MOC designs, as it did with set 3739 which was released to rave reviews. The designer of the original version of that set, Daniel Siskind, noted his surprise when the limited runs of his sets sold out in no time at all, so clearly there is a market out there.

Of course, my comments on the colour change qualify all the above...

What reasons do you have for not buying new Lego sets?

Aside from financial constraints, the colour change/flesh tones/LULS conundrum are all that has held me back from snapping up all this year's new Star Wars sets.

What will it take for Lego to remain the best construction toy for all ages and remain a profitable company?

-Know when it's onto a winner. The horror sets from the Studios theme could have developed into a superb line by themselves, but the company dropped them. Wild West and Fright Knights came and went very quickly.

-Release sets of high design quality and value for money. Lego builders are discerning, they know these things when they see them!

What are your home country, first name and age?

UK,Ben, old enough.

Is there anything you would like to say with this last question that you feel someone at Lego should not go without reading?

Please find a solution to the colour change/flesh tones. Change back if possible, if not then offer parts in the old colours as service items, bring in the secondary market (suggestions were made on Lugnet's forums), offer minifig heads in yellow as well as flesh tones, but ideally change back and we can put this behind us. Remember that the grey/brown problem applies to some Star Wars minifigs as well as parts. Offer LULS lightsabre figs in the standard configuration.

[gusmoore17]

Why do LEGO toys have value to you?

First, because the first toy I ever had was a Free Style Set and then because it has influenced my modus vivendi: I'm about to study for become an architect, I draw and design guiding myself in lego colors and forms, all my life is Lego!!!

What makes LEGO brand construction toys worth your money?

The concept about creating own designs in such easy but at the same time ingeniously and even complicated ways, the forms, the colors, the pieces, the fun!!!! *satis*

In what way has the LEGO brand let you down?

1.- In recent years, TLC has breen creating the good stuff for little children, forgetting about the teenagers and AFOLs all around the world!!!!!

2.- The extremely <insert that tiresome argument> pieces in the System Sets, the ones we (AFOLs) can purchase and the fact that these pieces are just for nothing, you can't use UFO's plates for creating Star Wars space ships, but the Star Wars pieces can be used in almost everything.

3.- The Colors' Change: I loved the fact that they've changed them but they haven't released sets with "general" pieces of these new colors, only the ones that are <insert that tiresome argument>

4.- The cut from the boxes' beautiful art designs that for years distinguished the lego sets, for example, the desert in the Pharao's Forbbiden Ruins and the Chinese Valleys from Orient Expedition's Dragon Fortress, which were cut by the horrible blue brand. Also the Harry Potter Sets from Prisoner of Azkaban (Hagrid's Hut and Draco's encounter) had beautiful views of the grounds and the castle, also Hogsmeade in the Shrieking Shak set, but you can't see more than the blue thing lets you!!!!!!!!

5.- What about the Historic function of Lego Sets?

[Centaur]

1. Lego is a great way to be creative, and it is a lot of fun.

2. The fun involved with building new sets and custom creations.

3. By making it really hard to get minifigs to make an army, and sometimes having to spend a lot more than wanted to create a particular person or to make an army. And, by changing the colors of the bricks.

4. The Vikings line is a big improvement over KK2 and Dinos.

5. More medieval themes, minifig packs.

6. Listen to the people and see what themes they like, and what themes they dislike.

7. Cost, non-availability

8. Lego to not retire sets as early as they do, and for Lego to release all products in all countries at the same time.

9. Come up with better themes than Dino Attack and Bionicle.

10. USA, Alex, 13

11. I LOVE Lego Vikings, and Lego castle in general

[Lost Viking]

11:54 p.m.

7/31/2005

Why do LEGO toys have value to you?

LEGO is intellectual and not a mindless action toy! To play with the set on the box you have to build it first which stimulates the mind and utlitises various motor skills. But if I don't like the design LEGO Company has offered I can't modify it to suit my liking. Or the pieces can be used to create something entirely new, or combined with other sets.

Lego is an extremely well made product filled with quality unlike some imitation bricks *coughmegablockscough*. It is also very artistic in a way that you can build the main model then attempt the "inspiration" models and then build whatever else you want, and there are so many different pieces in each set as well.

What makes LEGO brand construction toys worth your money?

In summary its a great hobby and past time which can be shared with others.

* Re-use-ability - unlike other toys that require assembly, LEGO can easily be disassembled and reassembled infinite times. No glue or screws or additional tools required!

* I can acquire multiple copies of the same set but can create entirely different sets from their components.

* Longevity of pieces - If kept under appropriate conditions LEGO can last for decades.

IN WHAT WAY HAS THE LEGO BRAND LET YOU DOWN?

The first big let down:

By cancelling the Pirate theme in 1997! LEGO bragged Pirates was the most popular of all time and they go and do that!!!

The second big let down:

The 2004 Jack Stone sized 4+ Pirate theme!

* Most of these sets seem like an assortment of oversized pieces with a few traditional pirate elements added so they can be labelled Pirate set.

* Making the sets FAR worse is the inclusion of the oversized Jackstone scale figures. They change the scale of the set (and pieces) in relation to the figure. SYSTEM scale mini-figures may have slightly redeemed the sets.

* The new cannons... They look nothing like cannons... They look stupid in fact.

It would have been better if these sets catered for both young children AND older builders. The sets are too infantile for older builders. There's too many big pieces which limits uses in custom creations (MOCs) - unless many additional generic pieces to give designs substance.

The new sets just don't have the same "feel" or "charm" to them as the older ones. The magic isn't there. They're just not special...

What does LEGO need to do to sell more products for less cost to them?

I'm not really qualified to answer this question as I lack understanding of LEGO's financial management, therefore anything I suggest may sound naive or misinformed. However I'm going to take a stab at it anyway...

* Reduce the number of colours. Less colours means less dyes which means less cost to acquire and mix the colours. Besides, does anybody really need 10 different shades of every colour?

* Reduce the number of oversized and specialised pieces. Surely its cheaper to produce more generic pieces which can be used in many sets, than it is to produce specialised pieces which can be only be used in a couple of sets. The molds from which the pieces are forged must and more designers who create them must add to cost.

* Don't include comics or board game components in sets. If LEGO really needs to produce these gimmicks then they should be seperate from sets, this gives the buyer the option to purchase them.

* Make the consumers aware that the products exist. I know people who would have purchased the Pirate set re-releases had they know they existed. I also have seen these re-releases discounted by about 50% in toy stores while at the same time selling for 200% more on the second hand market.

* Reduce the size of the boxes and packaging. Even back the 80's and early 90's LEGO boxes were bigger than they needed to be. Obviously this makes the sets appear bigger and makes their price seem more justifiable. But who is LEGO really kidding?

* And the most obvious... Produce quality sets with great designs which appeal to consumers so they can bulk produce the sets.

WHAT WOULD IT TAKE FOR YOU TO SPEND MORE MONEY ON NEW LEGO PRODUCTS VERSUS BUYING SETS/PARTS ON THE SECOND HAND MARKETS?

I've done phenomenally buying from the second hand market! At present there is abosolutely no reason for me to purchase from the commercial market as LEGO isn't even releasing product that I wanted to buy!

Even the useful pieces in the 4+ Pirate sets aren't justification to buy the sets as there's too many other useless pieces. Its more logical to source the specific parts on the second hand market as its cheaper.

Some ways to get me to buy new LEGO products on the commercial market:

* Create a new SYSTEM Pirate theme with more generic pieces and less specialised pieces. Like in the late 80's to mid 90's when pieces from other SYSTEM themes were more "cross compatible". E.g. The castle walls,arches,etc. Could be shared across Pirates, Castle, Paradisa and ocassional Town and Space. LEGO found a clever ways to re-use different pieces for purposes, rather than resorting to creating a whole new piece for the specific purpose.

* Or, re-release more SYSTEM Pirate sets and put them on shelves in my area. I'm not interested in purchasing from LEGO.com S@H. The postage is far too much so therefore it is much cheaper to wait until the second hand market offers them.

* It would be really nice to walk into a toy or department store and see new or past SYSTEM Pirate LEGO sets on the shelves.

* Release more Mini-figures packs... Imperial Guard and Spanish Pirate and Armada mini-figures are in high demand. At times people are willing to pay ridiculously high amounts for them on the second hand market. Releasing these in packs of about 10 would be really nice, with each pack containing a variety of different ranking soldiers and accessories.

* Put more mini-fugres in sets... An extra mini-figure or three never hurt anyone, especially the larger sets. But are also provide greater incentive to purchase multiple copies of the smaller sets.

* Cease releasing so many colours! Black, white, light & dark grey, brown, the primary colours, secondary colours and their translucent counterparts (for flames, etc) are fine. But I don't need half a dosen shades of each colour! I couldn't combine a Harry Potter set with a Pirate set because the shades just would not be comptabile. Besides, some of the newer colours are downright ugly!

* REDUCE THE PRICE!!! On S@H 7075 Captain Redbeard's Pirate Shi] for Americans is US$39.99 (or A$50.00) but for Australians its A$99.95 (or US$76). Almost twice the price and that's NOT including postage (which is A$30-A$70)! Completely ridiculous! The exchange rate doesn't fluctuate that much!!!

* Pick A Brick outlets... EVERYWHERE!!! This sounds like a great idea in theory but sadly such a store does not exist in my part of the world. But I'd only visit such a store if it stocked pieces which appealed to me. I.e. Pirate pieces, jungle pieces castle walls, arches, slopes, etc.

RECENTLY, HOW HAS THE LEGO BRAND IMPROVED?

* By moving back to a more traditional SYSTEM mini-figure scaled theme with Knights Kingdom 2 and Vikings. However they could push this even further as to include more generic pieces so the larger pieces don't draw too much attention to themselves and stand out. Some of the Bionicle pieces also look a little out of place.

* One of the few things LEGO has done right since the mid 90's was diversify the mini-figure head design and increase the detail in the mini-figures torsos. The more designs the better I believe! But LEGO need not create an abundance of head new designs, all that is required is using existing head designs from other themes. I've observed this is done to a certain extent. E.g. The Johnny Thunder head on the new Vladek figure, but could have been done much more in a new SYSTEM Pirate theme.

* Re-releasing older sets. This was a brilliant! I could own sets that I could never afford when I was younger.

WHAT WOULD YOU LIKE TO SEE LEGO (RE)INTRODUCE IN THE NEXT THREE YEARS?

Generally I'd like to see LEGO establish an equilibrium between the number of generic pieces and number of specialised pieces in sets. Plus a far greater piece and colour genericism/cross compatibility between the themes. LEGO had this balanced nicely until the mid 90's, but form then onwards this balance was lost.

* Obviously another SYSTEM scale Pirate theme with LESS specialised and oversized pieces and a more traditional colour palette. Even the SYSTEM Pirate specialised pieces could be shared across other themes like Castle, Adventurers, Western, Ninja, Paradisa, etc.

* Resume the Pirate theme where it left off! Expand the Imperial Armada sub-theme because they dudes really need a base of operations. More designs using green and brown bricks which seemed to suit the Pirate theme well (especially the log walls) but was barely utilised.

* Create ships with more historic realisim (for the Pirate theme). The 6271 Imperial Flagship was probably the most historically accurate ship in regards to sale configuration, (looks like a sloop). 6265 Black Seas Barracudda and 6268 Skulls Eye Schooner (definitely not a schooner) resemble Frigates. But there were no other recognisable ships, like a hulking Treasure Galleon, or Brigatine, or Barque, Fluyt, etc. each with its own distinctive characteristics.

* Continuing with historic realistism... Create sets for the 5 major colonial nations of the Caribbean (Britain, France, Holland, Portugal and Spain) taking into account each nations architecture and style of the period. Buildings like a commissary, magazine, stockade, etc.

But don't focus solely on the military aspect, include settlement structures like a merchant trading post, ship yard, inn (a proper one), governors mansion, light house, various settlers houses, etc. Finally the Pirates would have someone to plunder besides the Merchant in the Imperial Trading Post!

* Mini-figure packs. Mini-figures at times sell outrageously well on the second hand market, especially from the Pirate, Caste and Western theme. Building an army is an expensive practice and LEGO could cash in on this...

WHAT REASON(S) DO YOU HAVE FOR NOT BUYING NEW LEGO SETS?

To reiterate some earlier points.

* LEGO fails to produce sets which appeal to me.

* The 4+ Pirate theme was too infantile, and the useful pieces within the sets aren't justification to buy them on the consumer market for full price.

* The number of oversized specialised in sets. They seem to be the centrepiece of design rather than part of it. This makes the sets look bulky and limit its potential for alternate designs. Is this why LEGO rarely puts alternate designs on the boxes anymore? They can't create anything decent with them!

* The ridiculous amount of colours, especially the more hideous shades. Along the specialised pieces, this limits other designs and sets the pieces can be combined with.

* The availability. The Legends and Re-releases weren't available in stores in my area so I was forced to buy from the local second hand market. I wouldn't never consider S&H because the postage is too much.

* The Price. Compared to almost everywhere else LEGO is much more expensive in Australia and that is taking the exchange rate and postage into account.

What will it take for LEGO to remain the best construction toy for all ages and be a profitable company?

* Maintain the high quality of its pieces,

* But not make sets too expensive.

* Better communication between its marketing department and its consumer.

* Well designed sets that appeal to a broad range of consumers.

* No more licences! Surely LEGO has designers who are creative who have original ideas without resorting to a movie tie-in?

* Reduce the number of colours.

* Keep the mini-figures skin colour yellow. This creates racial ambiguity plus its part of LEGO's original charm.

* Less specialised pieces and more generic pieces.

Is there anything you would like to say with this last question that you feel someone at LEGO should not go without reading?

I understand LEGO as a company must constantly explore new ideas and continue innovate. LEGO did this nicely from the early 80's to mid 90's, but unfortunately reached a point where things began to disimprove. Obviously LEGO can't please everyone all the time, but perhaps LEGO has disimproved to the point where its consumers feel the need to suggeest how LEGO could be doing a little better.

Here ya go phes ;)

[Mister Phes]

Well folks the survey has officially ended!

Thank you to all who participated and may your requestions and opinions be taken into consideration.