Comments on: Marketing to children and “eternal children”

By: Using Your Birthday For Good - The Causemopolitan

Using Your Birthday For Good - The Causemopolitan — Tue, 26 Jan 2010 16:51:48 +0000

[...] campaign to start one of their own and I thought (like the good little blogger I am) that it really hit the nail to do a series of blog posts around these amazing people who donated THEIR birthday to [...]

By: Taylor Davidson

Taylor Davidson — Wed, 07 Oct 2009 13:57:00 +0000

Thanks for your thoughts, this is obviously a subject you know muchrnmore about because of your practical work in the area (learningrnthrough public conversations…).rnrnI happened to go into a Lego store in Thanks for your thoughts Nic,rnthis is obviously a subject you know much more about because of yourrnpractical work in the area (learning through public conversations…).rnrnHonestly, I have to admit the licensed sets looked pretty cool,rnespecially the Indiana Jones sets. And if that’s enough to get peoplernto buy the sets, then perhaps Perkdale is right in the comments above:rnthat once you get them home, and once they get mixed in with the rest,rnit really doesn’t matter. The only question then becomes if the liftrnin sales is worth the licensing costs.rnrn(But why Star Wars and Indiana Jones? Are those two culturallyrnrelevant to kids or parents? There must be a reason Lego chose thoserninstead of more recent kids movies; the only available licenses? Stillrnrelevant to kids? Better marketing to adults buying them for theirrnkids or gifts for others?)

By: Taylor Davidson

Taylor Davidson — Wed, 07 Oct 2009 11:57:11 +0000

Thanks for your thoughts, this is obviously a subject you know much
more about because of your practical work in the area (learning
through public conversations...).

I happened to go into a Lego store in Thanks for your thoughts Nic,
this is obviously a subject you know much more about because of your
practical work in the area (learning through public conversations...).

Honestly, I have to admit the licensed sets looked pretty cool,
especially the Indiana Jones sets. And if that's enough to get people
to buy the sets, then perhaps Perkdale is right in the comments above:
that once you get them home, and once they get mixed in with the rest,
it really doesn't matter. The only question then becomes if the lift
in sales is worth the licensing costs.

(But why Star Wars and Indiana Jones? Are those two culturally
relevant to kids or parents? There must be a reason Lego chose those
instead of more recent kids movies; the only available licenses? Still
relevant to kids? Better marketing to adults buying them for their
kids or gifts for others?)

By: Nic Jones

Nic Jones — Tue, 06 Oct 2009 12:30:43 +0000

Very Interesting Taylor; Sorry I've only just come to this discussion!
Having seen Lego almost go bust less than 5 years ago it is a big surprise to see them again developing a strategy that points them towards entertainment rather than a classic staple brand and product.
This was the mistake they made before and it nearly brought them down.
In the ensuing years they had to downsize and cut costs (like every major manufacturer) and they focussed again on being a "brick" supplier. This has worked. SO what do they do next? They go after the entertainment market again. Oh dear!!

As for your film scenarios, it has always been the case that film marketing has been about pulling children to the product rather than developing the product with the children in mind. Often this works because the appeal of a Shrek for example, is obvious and stretches to adults, but this is also why so many "fringe" kids movies aren't as big as expected. It is hard to force children to "get" something, that's up to them

By: ericajoh

ericajoh — Fri, 18 Sep 2009 15:56:49 +0000

Perkdale, I laughed when I read this “I'll never forget the sound of the search for a needed piece… that trebly *whooosh* sound of hands sweeping lego pieces.” Me neither! Reminds me of when my sister and I use to have these contests about who could build the highest tower with lego pieces. So much fun.

By: Taylor Davidson

Taylor Davidson — Wed, 16 Sep 2009 11:11:36 +0000

The possibility is still there, of course, but directions and guides have a way of focusing our attentions.

I must admit I'm more of a fan than a customer (i.e. I haven't bought a Lego product in ~20 years, I don't have kids, and I'm not an adult fanatic), so what I think doesn't impact Lego's bottom-line.

But the broader question – how businesses balance fans and customers – is a tougher and much more interesting question.

By: Perkdale

Perkdale — Fri, 11 Sep 2009 16:56:22 +0000

I'll never forget the sound of the search for a needed piece… that trebly *whooosh* sound of hands sweeping lego pieces. Helmets and antennae and bricks and platforms, all a big soup of bits that were once bought as castle and space ship sets.
Those sets are branded and licensed now, which is lame or cool depending on whether you're 10 or 30. But they still make the same sound and they still end up a soup of possibility.

By: sambr

sambr — Fri, 11 Sep 2009 15:45:07 +0000

I find it sad that Lego is stepping away from the joy of the random build. I don't know that I ever had an actual Lego set. My grandmother had a neighbor who was 10 years older than me. I think for my sixth birthday, or there about, he gave me all of his Legos. A bowling ball bag full of random Lego pieces. There were no instructions. No sets that I could discern. Just endless possibilities only limited by my imagination. It was glorious.

By: Taylor Davidson

Taylor Davidson — Fri, 11 Sep 2009 15:33:24 +0000

Perhaps that puts you in the category of “fans of our childhoods, but consumers of our adulthoods”.

Sounds familiar: all my old Lego sets ended up combined into one big box, my brother's consolidated into mine, further consolidated with hand-me-down sets from my cousins', all combining into one grand collection of possibilities.

(without knowing that “South Park Mall” is an actual place in Charlotte, it sounds like an backhanded cultural reference to what a “South Park” mall would carry…)

By: summerplum

summerplum — Fri, 11 Sep 2009 14:57:38 +0000

My immediate response is “ohhh Where the Wild Things Are tees at Urban Outfitters! A reason to go to South Park Mall.”

Wonder what category that puts me in…. I adore Legos, and will but Star Wars sets, but that's it. We had sets as gift when we were kids. I don't remember ever making the intended set more the once as a child – then they all got dumped in the giant tub.

Once, for Christmas our parents bought us plates and extras. I must have been 7 or 8. We built a castle. Daddy helped – it was awesome. We even used mom's red nail polish to create blood where someone had been shot of the parapets. That grey plate still has a red stain on it until this day – nail polish couldn't get it all off. It's an awesome “remember when” memory whenever we see it.

That would never happen with a Hollywood set.