Why do LEGO toys have value to you?
They have value in the sense of nostalgia, for one. I also feel relaxed when building Legos.
What makes LEGO brand construction toys worth your money?
They give me a chance to think about something other than work, school, family problems, etc. They have a much better quality to them than other building toys.
In what way has the LEGO brand let you down?
Well, mostly in the sense that I no longer get that nostalgic, magical feeling when building new Legos. This is probably due to the <insert that tiresome argument>, massive pieces, lack of minifigures...the lack of creativity. They have been using movies and sports as the base of their products. I can go see Star Wars right now in my living room and I have a way of seeing basketball games. Why do I need to act it out in Lego form? The disappearance of Pirates in 1997 and addition of the disgusting 4+ Pirates was another huge let down. Also, the addition of Bionicle and/or Technic parts in the System line is a BIG mistake. Minifigure packs are no more, and were great army builders.
Recently, how has the LEGO brand improved?
I suppose the fact that they are attempting to listen to the consumers. The occasional Legend set or the release of the Sandcrawler and other such sets show this. Their communication with fans is certainly improving. The Vikings are a big step up, in a way. The line foreshadows a potential return to lines relating to history and fantasy. This can add to imagination.
What would you like to see LEGO (re)introduce in the next three years?
In particular, Lego needs to reintroduce Pirates in the proper manner. No, this is not due to my love of Pirates. TLC once stated how Pirates were their most successful line. Then they stopped dead after 1997. Big mistake. They should either pick up where they left off with the Spanish Armada as enemies of the Pirates, or create a new, just-as-appealing line of Pirates. Next, Classic Castle should be re-introduced. Modularity should be a factor in the next three years and forever. I want to connect my castles with my armor shops and such. Perhaps TLC could re-release many older sets that are now quite unattainable. Such as 6040, 6041, 6276, 6270, etc. I would also like to see a return of sets that follow medeival life. You used to be able to get such sets as armor shops, blacksmith shops, peasantswith pitchforks and forestmen smuggling gold through the forest under stacks of hay. Now, all you get is war-time castle sets. You'll get a castle, a hideout, and a siege tower. How fun. How exciting. How...repetitive. Classic space also deserves to make a return. Please bring back minifigure packs.
What does LEGO need to do to sell more products for less cost to them?
Less <insert that tiresome argument> pieces. Period. Only use simple pieces that can go anywhere instead of those massive rock pieces or castle walls that cannot be used elsewhere. You don't need so many different shades of each color. I don't need forest green, lime green, and granny smith apple green all as bricks. Nobody does. You also don't need so many different faces. A standard face is fine with some variations. A good example is the first year of Pirates (1989). You had all soldiers with the same faces, the colonel with a new bearded face, and Gov. Broadside with a face unique to that character. For the Pirates, the captain had a unique face, as did one or two of his Pirates. The rest of his scurvy dogs had the same grizzly, mustached face. Every character you create doesn't have to have three faces; one for when he's happy, one for sad, and one for when he's steaming angry. Also, get rid of the new flesh toned figures. Please! This isn't my Lego. I don't even know you when your people are flesh-toned, unlike the characteristic yellow of Lego people.
What reason(s) do you have for not buying new LEGO sets?
It's simply, really. Flesh-toned people. <insert that tiresome argument>, useless-in-other-sets bricks. Star Wars and Harry Potter have their very own movies and action figure lines. Why do we need Legos for them? I've no use for sets without creativity that are based solely on a scene from a movie. I walked into a KB Toys last week and they had sets as far back as 2002 on clearance. I had a few spare dollars and picked up a Star Wars Final Duel 2 set and Orient Expedition Yeti's Hideout for about $9.00 total. Now I know why they were on clearance. I am not satisfied at all with these two sets, and suspect most new sets to have the same feeling. It wasn't worth my Alexander Hamilton, if you catch my drift. Also, the obvious mistake of adding Bionicle parts to system sets? I look away and say, "Why, Lego? Why?"
What would it take for you to spend more money on new LEGO products versus buying sets/parts on the second hand markets? I try not to buy separate parts, although a spare piece department at your Shop@Home department would be nice. Basically, lower the prices, produce better sets, make them more available.
What will it take for LEGO to remain the best construction toy for all ages and be a profitable company? Keep up the good feeling of buying, building, and owning a Lego set. This hasn't been the case for new sets. Instead of buying that expensive yet unsatisfying Orient Expediton Dragon Fortress, I've bought a brand new Eldorado Fortress. And cost me quite a pretty penny, it did. But was it worth it? Yes. Would it have been worth it if I'd went with the Dragon Fortress? Never. Go back to your roots, TLC. Bring back, simple, basic elements in a set. Restore the Classic Castle, Space, and Pirates. Introduce more historical lines, such as Ancient Civilizations (Greece, Rome, China, etc.) Expand on Vikings, make them pillage towns. Abolish Technic/Bionicle pieces in system sets.
What are your home country, first name and age?
USA, Pat, 16
Is there anything you would like to say with this last question that you feel someone at LEGO should not go without reading?
Imagination should be easily attainable in a Lego set. A set should be built using simple, but quite usable pieces. Expand on Vikings sans the Bionicle beasts. Expand on city with more places to go. Use variety in city. How about a new pizzeria? A school? A mall? Better Police sets? Return to medeival life with peasants, forestmen, and a castle to boot. Revive Pirates. That is all.
