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Has there been too much Brand Collaborations with the LEGO Group?

JintaiZ

By JintaiZ
in General LEGO Discussion

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Do you think the LEGO Group has released too much collaboration sets with other brands?  

23 members have voted

  1. 1. Do you think the LEGO Group has released too much collaboration sets with other brands?

  2. 2. Do you want these sets to continue?

  3. 3. Will you be purchasing one of these sets?

    • Of course!
      2
    • Perhaps?
      9
    • No, too expensive
      2
    • No, doesn't interest me
      10

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AmperZand

AmperZand

Posted
Posted
22 hours ago, dr_spock said:

I see TLG trying different things to extend reach to more and different consumers than their traditional customer base.  There is also revenue from licensing their IP to other companies to use. 

I suspect it’s more the latter than the former. LEGO is regularly at or near the top of global brand reputation rankings yet is more often the licensee (SW, Disney, HP, Marvel, DC etc) than the licensor.
 

Someone in Billund had the idea of deriving more value from the brand by licensing it to others. As you say, the risk to LEGO is small - falling as it does on the shoulders of the licensee - and the reward for LEGO is licensing revenue. I predict we’ll see more such collaborations during the next few years.

As for the current batch, the apparel doesn’t interest me but I have my eye on the set of three small IKEA boxes.

JintaiZ

JintaiZ

Posted
  • Author
Posted
1 hour ago, AmperZand said:

I suspect it’s more the latter than the former. LEGO is regularly at or near the top of global brand reputation rankings yet is more often the licensee (SW, Disney, HP, Marvel, DC etc) than the licensor.
 

Someone in Billund had the idea of deriving more value from the brand by licensing it to others. As you say, the risk to LEGO is small - falling as it does on the shoulders of the licensee - and the reward for LEGO is licensing revenue. I predict we’ll see more such collaborations during the next few years.

As for the current batch, the apparel doesn’t interest me but I have my eye on the set of three small IKEA boxes.

I kind of have an eye on the IKEA boxes, but feel like they're overpriced...

koalayummies

koalayummies

Posted
Posted
4 hours ago, JintaiZ said:

Shoes are desirable. However, other shoes offers much better value...

Building with plastic toys is desirable. However, other plastic products offer much better value...

JintaiZ

JintaiZ

Posted
  • Author
Posted
35 minutes ago, koalayummies said:

Building with plastic toys is desirable. However, other plastic products offer much better value...

Lepin is a great example...

MAB

MAB

Posted
Posted
41 minutes ago, JintaiZ said:

Lepin is a great example...

Why is that a great example? They offer better value only because they steal.

JintaiZ

JintaiZ

Posted
  • Author
Posted
3 minutes ago, MAB said:

Why is that a great example? They offer better value only because they steal.

But seriously, they're so much cheaper. Even though LEGO is way more durable...

MAB

MAB

Posted
Posted
2 minutes ago, JintaiZ said:

But seriously, they're so much cheaper. Even though LEGO is way more durable...

I was begin serious, they are only cheap because they steal. If that is what you prefer, then go for it.

 

JintaiZ

JintaiZ

Posted
  • Author
Posted
12 minutes ago, MAB said:

I was begin serious, they are only cheap because they steal. If that is what you prefer, then go for it.

 

I still prefer LEGO...

koalayummies

koalayummies

Posted
Posted

Its not a partnership with Lockheed Martin or Raytheon. Who cares if they let another company use their color scheme and logo for a pair of shoes or some denim jackets. If someone wants to wear their love of Lego why does that bother you. It's no different from a t-shirt, backpack or lunchbox which they sell right on the Shop@Home site.

4 hours ago, JintaiZ said:

Lepin is a great example...

You know they steal from Eurobricks members. They steal builder's creations from this very site and sell them. And despite that you think its a better value. Reprehensible.

Lego has been the world's largest toy company by revenue since 2015 so any random fan thinking they can manage TLG better is:  :head_back::laugh_hard::iamded_lol:

KRS-3284

KRS-3284

Posted
Posted

I think we should keep in mind the "purpose" behind these collaborations. It seems LEGO is making a push to be seen as more than just a kid's toy, which I think is fantastic. To that end, I think these collaborations are great, they place LEGO at the forefront of other markets, makes it a more recognizable brand, and helps increase profits. More profits for LEGO is (arguably, I admit) a good thing for all of us. 

The problem I see too, however, is whether LEGO is approaching a point where it can become too big for its own good. LEGO has the potential to become a global power as a brand if it wanted to go in that direction, and it could quickly lose touch with its roots. I wouldn't want to see the day come when LEGO, like Disney, Marvel, or other such brands, is everywhere (e.g. on cereal boxes, as someone else pointed out). 

For now though, these collaborations seem harmless. I think we should be happy when LEGO is successful and prosperous. 

P.S. as a lover of designer and limited edition shoes, those Adidas shoes are horrendous. If they were going to do a collab, they should have at least done something attractive. I don't think this has much to do with LEGO, though, so I digress.

Toastie

Toastie

Posted
Posted
14 minutes ago, KRS-3284 said:

More profits for LEGO is (arguably, I admit) a good thing for all of us.

That is >entirely< true

15 minutes ago, KRS-3284 said:

LEGO has the potential to become a global power as a brand if it wanted to go in that direction

I believe this has - for some time now - already happened. TLG was/is a global power player - in its market segment. And has tried to expand into many other segments as well. History tells.

I also believe they are/were at a point, where they have/had to take this route. A company of this size, with a work force of this size, in a world of true global capitalism - has to perpetually "expand". Using every avenue possible. And as I see it: They try, do, have done. Licensing is one viable route to go. Particularly, when originating from the toy market.

Just speculating.

Best
Thorsten

 

   

KRS-3284

KRS-3284

Posted
Posted
Just now, Toastie said:

That is >entirely< true

I believe this has - for some time now - already happened. TLG was/is a global power player - in its market segment. And has tried to expand into many other segments as well. History tells.

I also believe they are/were at a point, where they have/had to take this route. A company of this size, with a work force of this size, in a world of true global capitalism - has to perpetually "expand". Using every avenue possible. And as I see it: They try, do, have done. Licensing is one viable route to go. Particularly, when originating from the toy market.

Just speculating.

Best
Thorsten

 

   

You're absolutely right. I guess my fear is how much farther LEGO is willing to go. What if it were to create it's own movie studio? Or have it's own TV channel? Or start to buy up other brands, the way Disney has been doing for the last decade. Seeing LEGO buy Bricklink, for example, seems to be foreshadowing its potential for such things. 

I see LEGO potentially becoming like Disney, in a worst case scenario, i.e. becoming too power hungry. Thankfully, for now, it is privately owned and not subject to the demands of investors, for example. Hopefully, it can stay that way for decades to come. 

Toastie

Toastie

Posted
Posted (edited)
5 hours ago, JintaiZ said:

Even though LEGO is way more durable...

Huh? Way more durable? You mean the ABS bricks? Never. TLG's bricks will last as long as Lepin bricks do. You know, time is moving on.

One thing, that I don't like at all, is underestimating the challenger. Never do that. Has it ever appeared to you that today virtually everything is "Made in China"?

And why is that? Because we are all so super-smart over here in the - whatever world? So we make all the plans? But: when you want to actually "make" it: Phew - too expensive here - let us go to China!!! Woohoo!!!

Yes, we grant them to "make" it. But beware: THEY ARE NOT ALLOWED TO LOOK AT IT. Just >make< it. CHEAP. So we can make the most profit possible.

Man. History tells a different story. We may begin at the age of industrialization. Who stole what from whom ...

And believe me: I don't like stealing intellectual property. None-what-so-ever. Preventing it is part of my professional life. It is totally unfair. But you know what? So is the world we are living in.

Best
Thorsten

 

Edited by Toastie
Toastie

Toastie

Posted
Posted
5 minutes ago, JintaiZ said:

Some LEGO is made in China too...

Well. Sure.

Question is: Why does Lepin not make their bricks in Denmark? Or ... the US? Or Germany? Why do we not get the red-hot orders from them? Even when they make their own "new" stuff, like tanks and other warfare items? We have for some time now a forum here on EB featuring such things, even some of them are frontpaged! 1942 Stalingrad. Repairing the wire. How sick can it get? 

And every single LEGO bit of electronics will for sure be "Made in China".

Best
Thorsten

 

JintaiZ

JintaiZ

Posted
  • Author
Posted
32 minutes ago, Toastie said:

Well. Sure.

Question is: Why does Lepin not make their bricks in Denmark? Or ... the US? Or Germany? Why do we not get the red-hot orders from them? Even when they make their own "new" stuff, like tanks and other warfare items? We have for some time now a forum here on EB featuring such things, even some of them are frontpaged! 1942 Stalingrad. Repairing the wire. How sick can it get? 

And every single LEGO bit of electronics will for sure be "Made in China".

Best
Thorsten

 

I know exactly where you're coming from. The thing is that making things in China is cheap.

Best,
JintaiZ

MAB

MAB

Posted
Posted
8 hours ago, KRS-3284 said:

  I wouldn't want to see the day come when LEGO, like Disney, Marvel, or other such brands, is everywhere (e.g. on cereal boxes, as someone else pointed out). 

 

I remember the days LEGO was on cereal boxes, collect a certain number of tokens and send off for a free set.

8 hours ago, Toastie said:

 

Yes, we grant them to "make" it. But beware: THEY ARE NOT ALLOWED TO LOOK AT IT. Just >make< it. CHEAP. So we can make the most profit possible.

 

 

Given the amount of stores that LEGO are opening in China, I think they intend to let Chinese people do a lot more than look at it.

Peppermint_M

Peppermint_M

Posted
Posted

I got LEGO in a Happy Meal, I have had LEGO tokens to collect from Kellogg's cereal, there was a free set in a box of cookies. I have at least three copies of the racers Sub Zero as a supermarket that focuses on frozen food was giving them away! 

Collaboration is not a bad thing, nor is it new.

The issue of TLG spreading itself too thin is 20 years out of date. All the current projects and products that are not the core building toy are handled by outside partners. Yes, 20 years ago it was all in house, they learned that lesson.

 

jimmynick

jimmynick

Posted
Posted (edited)
20 hours ago, JintaiZ said:

Shoes are desirable. However, other shoes offers much better value...

Yes and a plastic bucket is cheaper and more useful than a Cloud City Boba Fett but that’s beside the point  isn’t it?

Edited by jimmynick
Peppermint_M

Peppermint_M

Posted
Posted
9 hours ago, Toastie said:

1942 Stalingrad. Repairing the wire. How sick can it get? 

So I suppose any sort of reconstructive diorama of a period of history is sick too?

I know that I am moving away from the thread topic, but I had to address this. There is nothing tasteless or irreverent, it is not glorifying or vilifying. It just exists.

Toastie

Toastie

Posted
Posted
5 minutes ago, Peppermint_M said:

There is nothing tasteless or irreverent, it is not glorifying or vilifying. It just exists.

Well, I have an utterly different opinion on that, particularly the last part as justification for the first part - but as you said, we don't want to derail this thread. Sent a you a PM

Best
Thorsten

 

TeriXeri

TeriXeri

Posted
Posted

I got quite a few of the tiny boxed sets via supermarket promotion back in the 90s, now even Brickset doesn't exactly know where they all came from.

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