3 ms·
My understanding is the company was pretty dead a decade or so ago, since then its had a massive revival after moving away from the family-run-inheritance model
by swarnie 4y ago
My understanding is the company was pretty dead a decade or so ago, since then its had a massive revival after moving away from the family-run-inheritance model.
Three (anecdotal) things i've seen with Lego:
> Its a toy that old and young can play with together which is semi-intelligent/challenging. Parents and Grandparents seem to be the driver of sales for the physical product rather than the kids.
> They have brand deals with other popular IP which extends to Movies and video games, this is where you get your age 0-16 sales via brand recognition.
> The 30 year old man child demographic seem to bloody love this stuff. Think of it similar to lightsabers, Funco pops and novelty t-shirts.
- GenerWork 4y agoThanks for the answer. I had no idea that Lego had brand deals with other IPs like Marvel, which would definitely explain the drastic ramp up in sales.
- justsomehnguy 4y agoIt's amusing ?hat your GP comment is downvoted, but yes, LEGO pivoted hard in recent years, most notable with Adults Welcome. There were some threads on HN if you are interested. https://www.lego.com/en-us/categories/adults-welcome https://www.lego.com/en-us/categories/adults-welcome
- wingerlang 4y agoNot only that but there are sets for things like FRIENDS, Seinfeld and The Office. Haven't touched LEGO in decades but I still bought two sets to build with my girlfriend, who is a huge fan of one of them. It's a pretty fun evening activity.
- dclowd9901 4y agoYeah, the licensing aspect especially. Also, recognition of their fans by way of their fan-created sets. It’s almost unbelievable to me that it took them that long to have such a division.
- bcrosby95 4y agoYeah, my neighbor is a 60 year old retired firefighter and he has thousands of dollars worth of Legos that he has bought and assembled. Basically everything they put out for star wars.