LEGO is looking for feedback on SDCC

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Rebrick37112 has just written in with the following:

Lego and SDCC sent out a survey asking us to rate the experience at the booth this year. I provided honest feedback on how the experience was poor and that the spirit is gone. The raffle attracts scalpers to the Lego area so they can sell on ebay for profits. On Thursday, they shut down the Lego area due to the raffle and asked kids to leave who were playing with Lego in the interior play area. On Friday, I observed scalpers with up to 15 tickets gained by going through the raffle line multiple times to increase their chances of winning. On Sunday, I won the raffle and felt attacked after picking up the Green Arrow figure. When I walked away from the booth, at least 10 people came up to me asking to purchase the figure. I thought the reason why Lego was there was to promote new and upcoming products, experience the product, and interact with the employees. The Lego employees do not promote the product; they just answer questions about where the raffle is located. I love that Lego participates at SDCC but the spirit is lost due to scalping. I am fine with them selling exclusives like the Back to the Future, Hobbit and Star Wars this past year but the raffle is out of control.

Here is the link to the survey - Let's make a change:
https://www.surveymonkey.com/s/LEGO_SDCC2013

It's certainly refreshing to see LEGO are taking an interest in what people think, and I hope that the results from this survey, along with the complete fiasco that was the SDCC LEGO raffle might provoke them to change the way that future giveaways are handled...

23 comments on this article

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By in United Kingdom,

I think they should just give out army builders like clone trooper or urak hai. If they do ultra limited edition mini figures they should auction them off with all proceeds going to the Lego foundation. If they really must have a raffle sell the tickets, give lego VIP's priority and donate all proceeds to the Lego foundation.

Reading negative posts about Lego on various other threads, it is quite clear that there is low awareness of the fact that 25% of Lego's profits go to the lego foundation and in turn the fantastic work the Lego Foundation does round the world.

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By in United States,

^Obviously, like you say, there is low awareness.

What is the LEGO Foundation?

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By in United States,

I've never been to SDCC or NYCC, so I'm speaking as an outsider, but it seems to me the real problem is the way the giveaways immediately go up on eBay to get these ridiculous prices. If people can make up to $1500 on a fig, it gives incentives for lots of bad behavior, and turns the whole thing from being a fun part of the con to a huge problem. Two potential solutions:

1) Just give away a lot more figs. If instead of giving out 250, they gave out 2500, it would drive down the price on subsequent eBay auctions by the simple action of supply and demand.

2) Even better, don't have exclusives, but instead make the giveaways 'sneak previews'. Make it clear that they are giving away figs that will appear in sets in the stores at, say, Christmas time. That way the SDCC attendees would still have the cool factor of being the first kid on the block to get the fig, but no one would pay hundreds of dollars on eBay for a fig they could wait a few months and get in a $20 set at their local toy store.

This would also help with PR for those of us who never get to go to SDCC. I'm (obviously since I'm posting here) a big LEGO fan, and a big comics fan, and I'm still really annoyed about figs that I will never have a chance to own. Relatively minor characters are bad enough, but we've still never seen some pretty major players like the Green Lantern and Jean Grey, who are among the most important characters in their respective comic universes. Making it possible for all of us to get these figs, even if it was later than SDCC attendees, would be a better PR move for LEGo - they'd still get the free press and buzz at the con itself, but would not lead to bad feelings from the rest of us.

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By in United States,

Many "Black Superman" mini figures already on sale at e-bay for around $500.00. Not playing this game.

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By in United Kingdom,

Speaking from the perspective of being a collector of Minifigures and somebody who has purchased many SDCC and NYCC exclusives in the past, I must say that this year LEGO have gone a little too far in my opinion. 1000 or more is acceptable I think as that way items are kept at around £100 at the most, but I am not happy to pay £350 or more for individual Minifigures. Even so, I will doubtless end up purchasing them.

Nevertheless, LEGO is well aware that people such as myself exist and so there will always be demand for these exclusive items, it is just a shame how they are given out.

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By in United States,

Someone has all 5 minifigs (including azog) on ebay for $3000 buy it now.
Also Matthew would you be able to make a review of the green arrow?

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By in United States,

I like Bruce's idea of sneak peek figures. If not that then just slight variations: I'd be okay if they handed out something like mullet superman of characters that are out or will be out soon.

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By in United States,

As with Mr. Gold, so with this: I think Lego is being blamed for the behavior of certain elements of the public. Any collectible item necessarily implies scarcity, and for some the rarity is the sum of desirability. So Lego can either change the behavior of some conspicuously unscrupulous people, or they can change how their "collectible" products are perceived and distributed. I am not sure which is less likely.

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By in United States,

I got this survey and replied similarly to Rebrick37112, just much shorter and with less thought put into it haha. I think they need to go back to having 1500 figures, which is what I think they had for the Batman/Greenlantern. More and more people are realizing how expensive these figures are getting, and more and more people are showing up to the raffle, and LEGO for some reason is decreasing the amount of figure given out. In the past when there was 1000+ figures, the prices leveled out at around 100 to 150 USD, this year the prices are crazy. I was lucky enough to win a Spiderman, but the thought of getting $400 for him is very tempting, also considering I have multiple iterations of Spiderman and he was my least favorite figure of this years lineup.

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By in United Kingdom,

I've replied to this survey. I didn't go to SDCC, but I wanted to make my feelings known about the whole sorry affair. I think these rare items should be mailed to registered VIPs, those who contribute to Lego the most by responding to customer surveys, providing feedback and purchasing the products. Handing out something at a conference that commands such high values on ebay is just asking for trouble.

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By in Australia,

Another angle is that they could still have super-rare figures, but don't make as big a deal out of it. Giving them away at SDCC is too much promotion. The surprise NY Yoda was a perfect way to do it.

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By in United States,

I DID go to SDCC as my company has a booth their every year. They had 4 exclusives with 4 different ways to obtain them.

1) Super Hero figures. limited raffle giveaways. There should either be enough for every LEGO fan at the con to have a max of 1 (scanning badges can accomplish this) or they should be sneak previews of figs in upcoming sets.

2) Mini builds of SW and Hobbit. Tickets were given away each morning at the show opening. This meant that exhibitors lined up before the public was allowed in and snagged a good number of tickets each day. This also caused running in the halls. Scanning badges and disallowing exhibitors (which they did on Sunday) could fix this.

3) Random Azog drop. EXTREMELY limited giveaway caused massive inflation on ebay. I HOPE this is available in future sets. Again, there should be enough of these for anyone who would like one maybe by making a con search (visiting 4 booths for example)

4) Limited Art poster with purchase from store. Perfect.

I did get the mini builds and the poster but did not have the time to wait in the lines for the super hero fig raffle. I wished I did. But the prices the minifigs are going for on ebay would make me reconsider even keeping them. I mean, having a minifig is cool, but so is $700.

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By in United States,

I don't mind that people sell the figs for a huge profit, I mind that the figs are exclusives and unattainable to most of the fan base who, after all, make all of this possible. I like the early release idea above. I wonder if Lego recognizes the bad PR factor here. Maybe we should all call customer care and register a complaint. It worked when pick a brick raised prices a few years back.

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By in United States,

Lego may not directly be responsible for all the scalping, but they definetly aren't helping matters. Extremely rare figures released in very limited quantities at an event once a year? Ya what do they think is going to happen?

A better solution would be one already mentioned, pre-release figures ahead of time that will be released later in the year in a normal set. They could put them in exclusive packaging which still makes them and unique and desirable. That or why not just release existing sets or pieces like the micro Bag End set in the unique packaging? Both would still make the sets unique and promote Lego, but wouldn't be ultra rare and promote the rediclous scalping we are seeing. I mean right now it seems people are getting the exclusives more for profit than because they are Lego fans at all, and why not when u can make several hundred dollars per minifigure.

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By in United States,

I too was SDCC and thought the raffle idea was a bad one. First off, any mention of the word "raffle" and people realize that there are going to be a limited number of tickets given out. Thus, the mad rush to get them.

What they did last year with scanning the badges worked great. No lines, you could show up anytime to enter, it worked great.

My idea to solve this exclusive fiasco would be to create a 4 figure set that can be purchased at the Lego Booth Store. Do a production run of 5000-7500 and split them evenly throughout the convention with so 1250-1875 being sold each day. Yes, there will be a line, but you have a better chance of getting them at 1500 per day as opposed to 200-350.

To get around licensing issues of just selling figures, include something to be built like they do with the polybags they sell. You can make the build some sort of display for the figures. Or for example, do the Fantastic Four and have Herbie as the build.

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By in United States,

I went SDCC about three years ago, before the raffles and what-not, and the lego booth was by far the most exciting and colorful booth. But now, I am only irritated by the Lego booth because of their ridiculous and, honestly, hurtful raffling of highly-valued figs and the fact that the set reveals were extremely disappointing (but mostly the raffle bit gets me.) i made sure to emphasize on cutting back on the raffles on my survey.

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By in Romania,

I think they should give away minifigs at the show and then sell the same carded figures to the real fans at LSAH.

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By in Taiwan,

I'm glad they have a survey related to ComicCon. This exclusive minifig nonsense has been getting my goat for years now. I'd love a Green Lantern or Bizarro minifig, but I'd never pay the aftermarket prices for what is really a $3 toy. I hope a lot of people let TLG know that this whole limited edition business is customer disservice.

I also like the early release idea mentioned a few times above. It lets the fanboys have their moment of glory while letting the rest of us know that we can get it eventually for a reasonable price. The resellers will get their money because some folks just have to have things immediately. In theory, everybody COULD win.

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By in United Kingdom,

48bones48 - I wish I could! I haven't got it to review I'm afraid

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By in Australia,

I really hope they'll listen to the fans and realise that exclusive figures aren't the way to go if people can't buy them. I understand making exclusives for games. I understand exclusives for books. But this is ridiculous. These figures they release are actually one people really want. Seriously I would love to get a Green Lantern, Spiderwoman, Green Arrow and Jean Grey figures. They should be there for the consumers to get, not for people to make money off. If LEGO is about fun, then actually bring that fun to their world-wide audience, not just a select few who'll try and exploit their gift. LEGO please, if you read this, bring these type of figures to your actual products. If you do want to continue this then at least make them prototypes of figures that you will release later.

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By in United Kingdom,

Another problem with this unique minfig fiasco is that most of the major cons that give out unique stuff are in the US, cutting off most of the world from ever getting a chance to own them themselves. Its almost like Lego (and some other company's) just don't care about European etc fans.

The idea of "sneak peek" figures are perfect. Give them a different expression or something to make them slightly different and then people can be happy they have ssomethingn limited but real fans can pick up the character later on (say the next year).

A character ONLY appearing to select few who in ONE area of the world at ONE time? and lots go to people purely for money? yeah thats totally fair.

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By in Bolivia,

They should just sell LEGO store exclusives with a disccount.

There.

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