The box showcases the model, making it easier for the consumer to imagine what the assembled model will look like on a shelf. Price$99.99. Can we get big nostalgia pandering sets like Barracuda Bay for every 80s and 90s theme, thanks. But, I am a passionate AFOL who follows news, knows a lot about the breand (at least parts of it that hold my interest), and visit AFOL-oriented events – but this is just a small percentage of adults who actually by LEGO, and I guess comming in a shop full of diferent themes and sets can be intimidating or confusing. Also, everyone here who says they’ll vote with their dollars… LEGO isn’t hurting for customers right now. One of the adult-oriented product lines that LEGO has announced that it is retiring is the LEGO Creator Expert theme. The team led another massive study, in which more than 5,000 adults took part. LEGO Modular Buildings List 2020 LEGO’s series of Creator Expert Modular Buildings started in 2007 and has since skyrocketed in popularity with LEGO fans, both young and old.
However, LEGO’s new strategy is not only about communicating the message, but also making sure that the products can provide the best experience. You could not even tell this is a fairground ride from the box. The solution seems very obvious: put LEGO sets in places where adults are. Adults and even seniors all around the world build LEGO sets with their kids and grandkids, as well as themselves. All the details are printed clearly on the boxes, if they can’t see them how do they get on with the instructions ss they are more complex? “But also if it’s something that’s a passion point of yours if you’re a sports fan or a Manchester United fan, and you’re building this stadium, it’s almost like also reliving those memories and being immersed in that particular passion point.”. They’re overthinking this and focusing on profit, I hope it does not bring the company to the brink of bankruptcy again. If there are minifigs, I want something bubbly and animated – basically I want a picture taken “in context”. Not the glorious return to Expert Train builds i was hoping for. Bare Bricks – Strip clubs? While the new visual identity help adults discover new sets and themes, the perception of the product itself as a kids’ toys still keeps many adults from discovering the joy of building with LEGO. Some designs included more colors, while others focused on the model’s displayability. These boxes are only part of the problem, but they are a problem.
For someone who is not familiar with the whole LEGO assortment, it always has been a challenge to recognize the products that are targeted at the adult audience. Click to share on Facebook (Opens in new window), Click to share on Twitter (Opens in new window), Click to share on Pinterest (Opens in new window), Click to share on Reddit (Opens in new window), Click to share on Tumblr (Opens in new window), Click to share on LinkedIn (Opens in new window), Click to share on Telegram (Opens in new window), Click to share on WhatsApp (Opens in new window), Click to share on Skype (Opens in new window), Click to email this to a friend (Opens in new window), LEGO’s new adult product strategy: Why LEGO is retiring Creator Expert [Feature], gdpr[allowed_cookies],gdpr[consent_types],gdprprivacy_bar, wordpress_test_cookie,tk_ai,wp-settings-time,wp-settings,wordpress_logged_in,wordpress_sec,_ga,_gid, BLNEWSESSIONID,_ga,_gid,blckMID,blckSessionStarted,cartBuyerID,ASPSESSIONID, __gads,aam_uuid,cid,csegs,cssg,dp1,ebay,nonsession,npii,s, VISITOR_INFO1_LIVE,GED_PLAYLIST_ACTIVITY,YSC, A closer look at the LEGO Marvel Avengers 76165 Iron Man Helmet [News]. My mechanical background is covered by me building Technic, Speed, Creator and anything that requires me to use my brain, plus it helps in boarding. “Hey, I’ll get a scotch on the rocks and that Harry Potter set!”. One of the core issues has been the inconsistency of the products’ visual identity for adults. They’re just rebranding the $100+ sets because adults have money. During this crisis, LEGO began to produce protective visors for health care workers. So we are a brand that’s humorous, light-hearted. I don’t mind this kind of background on ucs, collectible sets, and architecture sets but everything else is just no. Book n Bricks – Already done. The box art provides context to a model, which is particularly important with the fairground sets. ; 8887 members have logged in in the last 24 hours, 19280 in the last 7 days, 31809 in the last month. The idea that Adults don’t know how to find the products they like or that would appeal to them isn’t an accurate reflection. There are 17045 items in the Brickset database. I’m an AFOL but I won’t spend above $200 max, even then it would have to be awesome. Whether you are into cars, architecture, or travel, there are sets for you that you can spot on shelves.
The Creator sets are great as they are more challenging than the children’s sets but not as fiddly as Technic, they’re great. The Brothers Brick relies on a variety of online advertising partners and technology platforms to fund operation of the world's most popular LEGO hobbyist website. “And basically the key takeaway is that this [building set] belongs to one family of adult products.”. And since the adult customers can’t identify and decode all the different styles of packaging, they cannot see the range of adult products that LEGO has to offer them. First, the brand comprised a considerable part of the adult portfolio, including models of vehicles (for instance, 10271 Fiat 500), holiday-themed sets (like 10267 Winter Village Gingerbread House), modular buildings (10270 Bookshop), and even sports (10272 Old Trafford-Manchester United). It will be interesting to see where Lego will put these sets to get that feeling – a special ‘dark boxes’ section in their own stores seems natural, but elsewhere – let’s see what happens when we’re out of lockdown. The idea of having in store visual prompts makes very little sense. “When we build with LEGO, that’s also the mental experience that we have, or you feel like you have decompressed. TLG say: Unless you are a parent, a toy store is not the kind of place you will head to when you are shopping. I am adult, and I can find my way in LEGO store just fine. The idea of the rebrand is simple. We want to be able to communicate that in a way that’s still funny and that the adults can really relate and connect with.”. As Genevieve said, people have FOMO always wanting to know other people’s business, I have JOMO (joy of missing out) don’t think about other people’s problems especially those you don’t know, I really don’t understand them. The LEGO team ran a series of tests in the US, Germany, and China, in which both AFOLs (Adult Fans of LEGO) and non-AFOLs took part. The Brothers Brick participated in a discussion with Genevieve Capa Cruz, Audience Marketing Strategist Director within the LEGO Company’s Product Group Marketing team, to learn more about the new LEGO Adult Portfolio, focused on the 18+ audience. The solution seems very obvious: put LEGO sets in places where adults are. Are they thinking of having them available to buy in FOOTLOCKER or THE GAP. And as far as emotional resonance goes – for us, if it’s got the red box in the corner it’s already resonant. 2020 LEGO Beginning Reading Skill Builder Books 1 and 2, Dr. Wu's Laboratory Baby Dinosaurs Breakout, Formula E Panasonic Jaguar Racing GEN2 Car & Jaguar I-PACE eTROPHY, Lamborghini Huracán Super Trofeo EVO & Urus ST-X, https://twitter.com/LEGO_Group/status/1268216876498399237, https://brickipedia.fandom.com/wiki/2020?oldid=2003414, Ernie, Bert, Elmo, Cookie Monster, Oscar the Grouch, Big Bird, Due to the Coronavirus crisis of 2019-2020, two new LEGOLAND Discovery Centers originally set to open in 2020 are put on hold (LEGOLAND The Hague and LEGOLAND New Jersey). For the set, see 2020 LEGO Beginning Reading Skill Builder Books 1 and 2. The new sleek designs are deprived of extraneous details and help to focus the customer’s attention on the model.
It’s not a secret that LEGO is not just for kids. ; Brickset members have written 36332 set reviews. The advanced building techniques, unique designs, and connectable nature of the sets make them a collector’s dream and every single one has appreciated greatly in price after retirement. ; 510 people have joined this week. According to the most recent study, one in two adults questioned by the company sees themselves spending their spare time building LEGO sets.
I personally welcome this reorganisation, and look forward to more adult-oriented sets. To solve this problem, LEGO aims to create awareness and to inform adults about the wide range of products that fit everyone’s interests. Both of them were minifig-scale sets. These factors created a very unfriendly experience for those adults who want to join the hobby and are looking for products that meet their passions. It’s utter claptrap!
An adult lego set is 30-50% the average salary of a Brazilian worker. Our busy modern lifestyle and the fear of missing out cause extreme stress, which is never good for our well-being.
How hard is that to understand? The last of the defining pieces of the identity is the sub-branding at the bottom. I particularly appreciate the marketing of LEGO as a therapeutic hobby, because that’s exactly what it is to me. A great example of LEGO serving as a therapeutic hobby can be seen in the passion of celebrity fans like Daniel Radcliffe, who spent nearly 10 minutes on a recent “at home” episode of The Late Show with Stephen Colbert talking about and showing off nothing but Mark Stafford’s 75936 Jurassic Park T. rex Rampage, which the Harry Potter star had spent more than a week building with his girlfriend. LEGO set database: Creator Expert . Aiming for a market that doesn’t like LEGO, whilst assuming the existing market will just continue buying drab uninspiring boxes with models which have more muted tones and just simply look less fun. LEGO tells us that the company has been thoroughly studying their adult customers.
Giving us ways to build our armies, to buy loose (bulk) bricks easier, themes that are darker (Diablo game comes to mind) is a way to go – do not forget, most of us adults who do buy LEGO -0 are still kids in hearths :). I think LEGO is making a huge mistake changing all of this because some people like to display the boxes with the sets or just the box and not build the set and with the boxes looking like that is just an awful thing to display plus if it says expert and like 16+ it’s for a more older crowd. First of all, we should expect to see specific changes in the layout of products in LEGO brand stores.
Where? Perhaps associating with the theme of the model will become more important – architecture sets at travel agents and airport duty free shops might become more popular. @Casper – Lego is a staple in book stores in my country. Plenty of drunk purchases could be made. Of course you see Lego wherever you shop – you are interested in all Lego, which includes the mass-market birthday and holiday presents you expect to find in supermarkets and department stores. First of all, we should expect to see specific changes in the layout of products in LEGO brand stores. A wide variety of opinions, as well as careful attention to cultural symbolism, let the team come up with a brand new packaging identity. Well, what can I say?
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