LEGO want to hear your comments - Jan 2011

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LEGO regularly run surveys with the Fan community, and the latest one has been launched today; please check out the post below from the Community Engagement & Communications Team, visit the link & let them know what you think ...

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Please take a moment to fill out the latest survey from LEGO community team.

http://www.surveymonkey.com/s/DKXWHZP
In the last survey, the results from the question “How likely would you recommend LEGO to a friend or relative” saw a positive jump of 5% from the last survey meaning that more people are more likely to recommend LEGO products to a friend or relative.
The question “How can the LEGO group best improve your needs?” saw some interesting results. The seeded answers quickly got displaced by write-ins. AFOL are looking for quality first and foremost. In addition, they want old sets rereleased, greater selection in Pick-A-Brick, and exclusive AFOL sets. Among the LEGO-seeded ideas, 32% want greater presence in their geographic area, and 30% want dedicated services for fans.
We also asked about your use of the LEGO ID on the LEGO website. 2/3 of AFOLs use LEGO ID. They primarily use it to make purchases or to join VIP, whereas TFOLs use LEGO ID to play games, then to make purchases and to contribute to message boards, reviews, and builder galleries. Though usage is high and 91% report that creating and signing in to LEGO ID was a smooth and easy process, AFOL experience with LEGO ID is poor.
Thank you,
The LEGO community Team

36 comments on this article

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By in United States,

I was hoping for a comment box at the end where I could state how absolutely painful that yellow screen is on the eyes.

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By in United Kingdom,

I too was hoping for a comment box at the end to make some other suggestions and tell 'em how bad the survey was, no such luck!

What is the "if we change the size of the (packaging) box would you buy the same set over again" question all about? Is Lego about to join the reduced packaging movement? Long overdue if they are, but it is certain to bring the excessive cost of some of the sets into sharper focus for some buyers if the do!

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By in United States,

I used the comments block under the "Why did you give that score" question. You can write an endless amount of information.....which I did.

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By in United States,

All it asked me is what country I lived in and how old I was. I put in my age and it said "thank you for doing this survey!".

No response taken from younger than 13-year-olds?!?!?! What the heck LEGO! :-(

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By in Canada,

There, I took the survey. Though some of the questions I found a bit odd. I mean, why did it start talking about changing the box sizes?! One of the things also asked if I'd be more or less likely to buy a set if the box size was different than usual. Of course the first thing to pop in my head is "Umm...?". Lego does realize the stupidity in asking whether we'd buy a set based on the box shape?! Well who knows, maybe they just want a package that is uniquely Lego's. But still... I found the survey a bit off.

As far as the Lego company goes, they've got the best customer service anywhere! The only thing I suggested where a few shopping changes to their site, but I already emailed them about that not too long ago.

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By in United States,

Reading “How can the LEGO group best improve your needs?” I thought they would talk about retail store locations, sales, etc. Now, this is somewhat irrelevant...this question goes to a Brickset mod in the US....yellowcastle. (please respond)

@yellowcastle - This question sort of ties in in the statement I have written above about Lego retail stores, why doesn't Lego have a store in South Carolina?

I wrote this in a previous comment on a Brickset article... "This may sound redundant but...what about one in South Carolina :D ! I mean it makes no sense! Sure lego looks at the demographics of the area/region but, what about tourist attraction. The city of Myrtle Beach gets fourteen MILLION visitors per year!! That's the ENTIRE population of Shanghai...in and out of the area each year! A store in Myrtle Beach would mainly be a tourist attraction yet, still do sales in the non-tourist season. Maybe they should check with Wal-Mart because they have four stores in that region, two of those stores show up as part of the top 25 sales producing stores in the nation each year."

Well? Why doesn't Lego have a store down here in SC? The Lego group has stores in the surrounding states, two in North Carolina, two in Virginia, one in Georgia and two in Florida! Can you or somebody else here please give me some supporting reasons please? Do you think South Carolina should have a store?

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By in United States,

It's good to know that TLG is looking for our comments on box sizes! Hopefully they'll listen and make them smaller to prevent damage to instructions and stickers for the small-medium sized sets. :)

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By in Canada,

The Survey is odd. When I got to the part where they ask me where I live and what my Age is, after filling it out, I pressed Next and it said "Thank you for taking your time to do this survey" (or something like that), then I saw the "Done" button. A Glitch?

Update: Not a glitch; I just accidentally pressed "Under 13". Obviously the Survey is just for people 13+.

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By in United States,

I'm in agreement with those commenting about the question on box sizes. Perhaps the question should have been worded differently or aimed more at our reaction to Lego changing the packaging style/size. Honestly, of all the reactions one might have, I don't think one will be with regard to a change in the size of the box effecting a decision to buy a duplicate of a set already owned. That sort of reaction seems limited to only the most extreme AFOL collector who either creates displays of sets alongside the boxes or those that would buy every rendition of the same set.

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By in United States,

Yeah, that question about boxes is rather vague. I took it to mean "Would you buy multiple copies of the same set if they came in different styled boxes?". I guess you could also interpret it as "Would a new-style (?) box affect your decision to purchase a new set?".

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By in New Zealand,

Great, it seems TLG don't know of the country of New Zealand. I have informed them hehe

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By in Canada,

It seems like the box size is a bigger issue than I expected, which is ridiculous. The reasons why the boxes are bigger than they should be is because LEGO wants us a clear idea how big the set will be. You might not have noticed but the set is just a bit bigger than the picture in front of the box. I can't believe this was a major thing about this year's survey when there are lots of other issues that could have been discussed...

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By in United States,

Seems to me like the whole thing was rather short and vague. :-(

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By in Australia,

the main complaint I had was pricing :\

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By in United States,

interesting survey in more of a a odd way I also wanted at the end to type your own coments here box .

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By in Philippines,

I took the survey as well.

I'm for smaller boxes...I found it quite odd that those big boxes are just nearly half filled by their contents. But I guess that in a way it's a form of advertising in itself with a sort of "buy me" effect. I think a kid receiving a big box of LEGO will have a bigger smile than someone with a smaller box even if it contains the same thing. But we never judge the book by its cover, do we? I also think that it's tied to increasing their savings, somewhat. I remember a local daily reducing the size of its print and the paper itself to save on money.

I would never buy an old set in a new box...maybe only if there are improvements. Besides, I don't have enough space to store them...which is also an issue with the box.

And regarding the proactive thing in the survey, I think they should be more visible and aggressive at LEGO community sites than at their own. I browse through these more often than LEGO.com.

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By in United Kingdom,

I really wanted to complain somewhere about the collectible minifigures: 1. they are overpriced 2. they have gotten rid of the barcodes 3. there are too many of some certain figures in each box (the duff ones) and finally 4. (and the most important) the figs are chinese plastic! I ticked "My impression of the Lego company has decresed because of the quality of the products".
I also wanted to specifically say that I never go on the Lego website, only if I need to buy an exclusive set, because other sites (such as Brickset!) are SO much better for news, sales ect. If I want to see what new sets are coming out I come here because I can find out about them around a third of a year before they come out!
And I don't think Lego would promote that some of their sets are half price at Tesco :)

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By in United States,

First off, I'm all for smaller boxes when it comes to the box question. Who wouldn't? I'm sure (for the age group this is directed at) would appreciate it for those who keep boxes and those who throw them out (like I do, no good storage for empty boxes) can have that much more room in the storage area/revycling bag.

^I wouldn't specify giving out a website's name that leaks products early; therefore, giving that website a bad reputation with TLG.

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By in Belgium,

"greater selection in Pick-A-Brick"

That be true as I'm into Lego Technic, and most of those parts aren't available at all!

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By in Canada,

Orthobotrex has a good point. For someone like me part of the fun is shaking the box before I open it to hear all the peices bounce around inside. Many parents are such impulse buyers these days Lego shouldn't even take a chance making box sizes smaller. A huge problem Lego has already is that a set, when built, looks much more amazing than you thought it would from the box. I think when stores like TRU have display windows it always helps sales! Plus I don't really think box sizes hurt their income. Packaging is kinda cheap in a large scale company... and if they were penny pinching they wouldn't have started VIP, etc.

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By in United States,

Box size? This reminds me of Monty Python's "Meaning of Life" and the executives debating whether or not people are wearing enough hats. Here's the Lego version:

Exec #1 Item six on the agenda: "What Lego buyers want" Now uh, Harry, you've had some thoughts on this.
Exec #2: Yeah, I've had a team working on this over the past few weeks, and what we've come up with can be reduced to two fundamental concepts. One: our boxes aren't big enough. Two: Buyers seek a range of creative options. Sometimes buyers want sets that encapsulate entirely new storylines. Sometimes buyers are seeking sets with a wide range of new and interesting pieces But at the heart of all this is a sense of creativity, bounded by a discrete set of physical elements, a palette of bricks, if you will.
Exec #3: What was that about boxes again?
Exec #2: Oh, Uh... they aren't big enough.
Exec #1: Is this true?
Exec #4: Certainly. Box sizes have increased but not pari passu, as our research...
Exec #3: [Interrupting] "Not big enough"? Big enough for what purpose?
Exec #5: Can I just ask, with reference to your second point, when you say buyers seek to express themselves creatively...

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By in United States,

Too bad there wasn't a comment box about the box size.
I know a kid sees a large box means it is a big item, but actually only 1/4th of the box is the parts for the set.

The box takes up a lot of room in a store and a smaller box means more sets on a shelf. Probably less likely for the instruction books to get all bent up in shipping too.
Its whats inside, not the outside that matters.

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By in Canada,

Personally I wouldn't buy another set if it was in a different style or sized box with the exception of those sets, such as Golden Staff Guardians or the SW Battle Packs, that I like enough to pick up a second or third set.

I took the time to take the survey, but I'm not sure if I gave any help to their goals in knowledge/learning. Seeing as how some of those things weren't really what I focus on when it comes to LEGO items.

That being said I feel that LEGO could stand to improve their presence in Canada, I'm not at all familiar with how many LEGO stores exist in Canada, but since there aren't any in Winnipeg, where I live, and we're a large city with a heavy tourist trade I'd expect at least one to crop up eventually here. Especially seeing as how right now there is a very impressive and brand new state of the art museum being constructed in our city that the Queen herself visited recently. (This Past Summer.) So I think a LEGO store might be a good idea, especially with all the tourists attending once that museum is finished being built. (Also I'd like to pick up those Exclusive sets in person rather than waiting for them to be delivered in the mail.)

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By in United States,

@jonbuddy: They're not allowed to get information from people under 13.

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By in United Kingdom,

Why don't TLC update pick a brick? Why don't they update it with new minifigure torsos, cats, rats, pigs and frogs?

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By in Canada,

Well hands down the biggest problem (or should a say loser) for the Lego company is its brand identity. Too many people think Megabloks (etc) are a part of the Lego company. My sister (working part-time at TRU) tells me what she overhears people saying... one of which examples includes a kid asking his mother for Halo Lego. Both parents and kids are confused about brand and quality (re-sale value) between Lego products and Lego knockoffs.

If you all want to help Lego's profit rather than suggest their product (publicity rarely the issue) simply correct a parent or child everytime they mistake megabloks for Lego. Of course do it politely because it is not their fault... afterall Lego has taken megabloks to court about the strange 'likeness' (LOL!) their products have. Don't forget to inform them of Lego's quality and most of all RE-SALE VALUE!!! Megabloks are especially lacking in the latter! Lego's previous court statement included a survey concluding approx 50% of people who buy other brands think they are purchasing a Lego owned product.

I'm not arguing anything about Megabloks... if you want to laugh at them just looking at their penny stocks!!! I'm simply trying to point out an obvious way to help spread the word of Lego's Brand.

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By in United States,

@hssky97 - As I don't represent TLG, my opinion would really just be conjecture as to when and where TLG decides to open stores. We are definitely fortunate in Northern Virginia as we actually have 4 reasonably close stores once you account for Maryland. What I can say is that the number Lego Stores popping up the last couple of years has been incredible. In fact, both of our Maryland stores can't be more than a year old, or so. Perhaps South Carolina is in the queue? But there are so many factors that go into market expansion that I would never presume to understand all the aspects. And I'm still waiting for a Souplantation (Sweet Tomatoes) and Jack in the Box to show up in the Northeast! :o) Having seen so many retail chains and toy stores contract the last couple of years, it's definitely a breath of fresh air seeing the kind of expansion TLG is undergoing.

As for the survey, I'd love to see more great exclusives like the Medieval Market, Space Shuttle, Emerald Night, etc as well as a return to the Old West. And you wouldn't hear me complain if they increased the VIP Rewards. :o)

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By in United States,

+1 about vague questions about boxes. Why can't they simply ask if smaller boxes would be a better idea? I did notice that some of the newer sets (e.g. 8069) do come in a box that is somewhat smaller than the recent "standard" size for a given number of parts.

I am all for smaller boxes. Smaller boxes occupy less space in the store, which should enable the store to stock more product on the shelves. Smaller boxes may reduce shipping costs for online purchases. Smaller boxes are also easier to store at home. Smaller boxes may make it more practical to disassemble and store larger sets in their original boxes for future use.

If TLC wants large surface area to be able to print attractive (and large) pictures of the models, they could at least reduce the thickness of the box.

Another comment I would have put in the "missing" comment box at the end is regarding how instructions stickers are packaged. Recently, I purchased a 8258 which comes in an insanely large box. Instructions and stickers were just loosely thrown in with all the pieces and as a result, both were folded badly and some of the stickers were damaged. How much extra $$ would it cost for TLC to put the instructions and stickers in a plain manila envelope to protect them during shipping and handling?

As for bringing back old sets in new boxes: if we are talking about bringing back 8448 or 8285, bring it on, baby! I will buy those kinds of sets even if they come in a plastic bag!

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By in United Kingdom,

I've been told that historically box sizes were largely dictated by the large retailers (e.g. TRU, Target, etc.), not by LEGO ... remembering that until relatively recently, LEGO didn't sell direct to the public. Now that LEGO are increasingly selling direct, they are in a better position to influence the box sizes; most of the LEGO stores have fairly small retail spaces (and small stock rooms), so I think they will benefit from smaller boxes, as well as all the other benefits.

I'll pass some of your comments back to LEGO directly. Thanks for taking part!

@hga09 - the issue about damaged instructions & sticker sheets is something LEGO are already working on; larger sets are starting to get protection for the instructions & stickers, and if that goes well it will be creeping down to the mid-priced sets later this yet. If not, they'll have a rethink & try something else.

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By in United States,

I am all for smaller boxes as they are easier to store. I would really like to see them change the box to one that reseals to some extent for storage purposes. A plastic one that kept all the pieces contained would be awesome!

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By in United States,

I think I missed a section in the survey. where's the part where i suggest giving Minifigs more points of articulation? Making the boxes only slightly bigger than the built sets? Licenses that Lego can pick up? More Pick-A-Brick pieces like the ball/joint bricks? And yeah the yellow screen mentioned earlier?

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By in United Kingdom,

Guys, remember that LEGO run these surveys on a regular basis; this is just one in a series. They don't want to ask the same questions every time; this time they wanted to ask about box sizes - next time the focus will be something else. Look out for the next one in a month or two.

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By in United States,

Wanna hear from me Lego? NO MORE STICKERS! Oh, and LOWER YOUR PRICES!

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By in Taiwan,

Another angle on the box size question is that reducing box size can also be a cost saving measure. Smaller boxes cost a bit less because there is less material used. Also, some aspects of product logistics, such as surface freight and warehousing, are priced based on volume. Small reductions to the box sizes add up to big reductions in the total volume of a shipment. That saves money. It would be nice to see some savings lead to lower prices or a few more pieces in the (hopefully smaller) boxes.

The issue seems to be a contest between psychology (customers think they get more if a box is bigger) and economics. I'm sure the TLG bean counters carefully weigh these issues against one another. If not, I'd be happy to go work for them and do the job.

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By in Australia,

...box is getting bigger but the number of the piece is less......& the price is getting higher

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By in United States,

Whatever information TLG was trying to glean from the box size question, I don't think they are going to get a very insightful response. The question was very poorly worded and I'm still not exactly sure what they were trying to ask.

When I was first reading through the comments above, my immediate thought was that they were considering going the way of Playmobil and start doing add-on sets or re-releases that came in limited, non-descript packaging (in the case of Playmobil, plastic bags).

I hope they don't re-release old sets personally. I think that is some of the fun and allure of being an AFOL. Get 'em before they're gone because you won't see them again! I know there is likely some disagreement on that from others, but it adds a little excitement for me. I like knowing I have a Bat Cave and that it is rare and has some rare minifigs. If they re-released it, it wouldn't be special (to me) anymore.

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