LEGO retail design team wants adult shopper insights

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This has just been posted on the LEGO Ambassador Network blog:

The LEGO Retail Design team is very excited to hear from adults about their shopping experiences and expectations and how we can make the experience even better! Around the world there are different types of LEGO Stores (LBR and LCS) with the goal of providing an inspiring, interactive, creative and fun experience for kids and adults alike.

Whether you visit a LEGO Store every day or have never even seen one, it is important to know what adults expect and desire from a visit. Your feedback will be considered when designing the future LEGO Store experience.

Working with adult fans of LEGO, the LEGO Retail Design team has created a short survey and with the hope that you can take a few minutes to share your thoughts. Your insights will help to make visiting a LEGO Store a truly memorable event!

Just like a LEGO creation, each person offers a different and unique perspective so, the survey is open to anyone and everyone with the hope that thousands of adults from around the world share their ideas.

You can access the survey here: https://www.surveymonkey.com/r/33JX7TD

The Survey is anonymous and available in both English and Simplified Chinese and closes March 20, 2019.

64 comments on this article

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By in United States,

Make it so us AFOLs somehow don't feel awkward walking in and buying something lol

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By in United States,

My only suggestion, that I added to my survey, is that they make the stores larger. They tend to be crowded, though I wouldn't want to remove anything that they have. I just want a little wider walk spaces so that people can enjoy themselves a bit more.

I'm glad that they send these surveys out to get a heartbeat from their customers.

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By in United States,

hi - i suggested, that they change their brick wall inventory much more frequently - and that they develop a method for viewing current brick wall inventory online....

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By in United States,

I took the survey.

Took less than 5 minutes.

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By in Ireland,

I can be very brief here:
Give us a store in Ireland!

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By in Turkey,

Good survey but, I don't think it is important to mark any set as an adult set. An AFOL can identify which LEGO set is for adults. And also as an adult, I'd like to buy non-adults sets too. Marking some sets as adult sets would automatically mark other sets as "kid sets" and some adult fans would hesitate to buy them.

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By in United States,

Finally, I can tell them to add the giant free for all loose lego pit!

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By in United States,

The only thing I would like to see would us AFOLs having somewhat of a say as to what parts are on the wall.

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By in Germany,

After completing the survey I was given a link at the end for a discussion group, but it was neither clickable nor could it be copied (at least on mobile), and honestly I was too lazy to type it all manually. Does anyone happen to have that URL in an usable format?

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By in United States,

Q7: "I don't not know where a LEGO store is"

Really gets the noggin joggin

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By in Poland,

My problem with Lego stores is that they are my last choice for buying new sets. Most of the sets I want can be bought with 30% or more discount at other retailers almost since launch. As an AFOL I know very well what I want, so the help from the store employees is not needed. I also don't like special branding for "adult sets", I know kids that are much more serious than some adults and adults that like pretty colourful sets. I buy sets that I consider nice looking or having good parts, not sets that Lego thinks are for my age.

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By in United States,

My suggestion would be to give managers more control over the bricks that go on their Pick A Brick walls. I frequently chat with employees and managers while filling cups and they know what elements AFOLs want, they just don't have the power to get enough of said elements.

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By in United States,

The promo giving away was not meant for kids only and should be for kids & adult because we're true Lego fan too. My biggest problem I have was employee have no clue what I talking about like "When is next cmf series?" and even they don't know what AFOL is!?!

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By in Austria,

I am 51 and walk into my Lego store every Wednesday with a huge smile on my face like I am 12 year old again.

The Lego Store is my happy place.

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By in Sweden,

Wow, their questions assume that I can't find sets I like without help?!? Did they miss the adult part?

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By in Netherlands,

I wish there would be a LEGO Brand Store in The Netherlands. I personally think LEGO is very popular over here, so I wonder why there still isn't a store.

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By in Sweden,

Strange that they think AFOLs need sets to be branded for adults to buy them. I buy from their entire product range mainly because I'm interested in the parts and these can be any parts in any colors depending on my current project.

It would be nice if their monthly promo builds would not be restricted to kids. That has always frustrated me.

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By in United States,

Free Lego for all! Nah that’s too communist never mind.

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By in United States,

From the survey questions it sounds to me like they are thinking of adding an adult section at the store. Seems like a terrible idea to me. I'm going to buy the sets I want to buy, not what is marked as "adult". Unless you are going to mark all Star Wars, Jurassic World, and wizarding world sets as adult, then it won't matter to me.

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By in United States,

I just want one closer to my home. I can typically buy Lego product cheaper at Walmart or Target 5 minutes from my house (or just order online) rather than driving an hour each way to go to the Lego store. I rarely see any Lego in-store promotions worth fighting two hours of Connecticut traffic.

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By in Belgium,

I realise this isn't quite within the scope they were asking for, but the number one thing they can do to improve things for AFOLs and parents is MAKE THE BLOODY WEBSITE ACTUALLY WORK AS INTENDED.

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By in United States,

Figure out a way to get them in smaller, poorer regions like my own (the SWVA Coalfields). Nearest one for me is Charlotte, NC and I haven't been there in 5 years. Yet there's a Walmart 10 minutes from my house. And I don't know of very many specialty toy shops around here. Perhaps start having a franchise option for someone who wants to open up their own store?

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By in Netherlands,

Ran into a question that I didn't have any possible answer to, and, as so often is the case, it was a required question anyway. So I couldn't complete the survey. Fine by me.. missed opportunity.

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By in United Kingdom,

I'm a little surprised by the amount of AFOLs saying that they would be against 'Adult' branding. The way that I thought about it was that if there was 'Adult' branding, it may open up opportunities of sets that would never have been released otherwise. An example that springs to mind is the Shaun of the Dead set that was rejected by LEGO Ideas. I think that if that set could have been branded as 'Adult' it may have had a better chance of being approved.

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By in United States,

I see both sides- adult branding like Game of Thrones or Walking Dead sets would be awesome, but it would isolate certain adults.

I'm also really annoyed- I'm a teenager and lacked the common sense to lie about my age and now can't take the survey. This apples to teenagers too!

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By in United States,

@jrbookworm I interpreted the "adult branding" as putting more complicated sets in a separate part of the store, not as a gateway to themes Lego won't consider under current policies. Barnes and Noble typically has a "kids" section, seems like Lego is considering an "adults" section.

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By in United Kingdom,

May not be what they really asked for but I asked for all set to be available in all countries for example the Lego movie Brickheadz and the Chinese new year sets.

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By in Germany,

I'm not sure about SEAN OF THE DEAD, but I see this as a potential opportunity as well. Honestly, I'd like to spend more on Lego, but if you're not into cars, Technic, HARRY POTTER or STAR WARS, there are just not enough big sets that are really cool. Huge builds with more adult/pop culture oriented content? I'd lap that up in a second! But maybe I'm just dreaming ...

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By in United States,

There's no LEGO Stores anywhere near the location I live so I'm unsure what they're like currently. I might take the survey anyway to see if I understand the store workings enough.

As far as an "adult" section goes, I think it would be nice so long as it isn't an actual "section." Have all of the 4+ sets on the far left wall, then all the 6+, then all the 10+ and keep working your way up so all 16+ would be on the far right. In order to keep themes together they could find the average age range of a theme and place it between themes that average higher and ones that average lower. That way nothing is actually separated but fans will still be able to tell where to look for more complicated models.

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By in United States,

I just want a The Office set...

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By in United States,

I took the survey but was scratching my head a lot because the sets already have piece count and *suggested* ages right there on the box. And as the late great Mitchell said, "Every book is a children's book if the kid can read!"

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By in Germany,

@brickdevil Thank you!

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By in United Kingdom,

@Matanui2019 - the only problem with that is you'd end up with each theme spread all over the entire store. For example, Star Wars has sets in every age category from 4+ to 16+.

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By in United States,

Completed the survey and added that I'd love to see city scenes built up in the stores, with Creator Expert buildings, Speed Champion cars, and City builds and cars. Although there is limited display area I think it would inspire purchases! Also, and of course more LEGO stores, as my nearest is a 3 1/2 hour drive each way.

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By in United States,

I'm 16 and I really want to complete the survey because I love Lego. I wonder if I should lie about my age.... Not sure if that's the best move and I'm not sure whether or not I give good feedback lol

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By in United Kingdom,

Do they give you any reward for completing the survey? No? Win win for Lego then.

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By in United States,

Bring back grab bags

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By in United Kingdom,

Have suggested giving over one of the taller display windows over to mocs instead of the current short one. Not only does it limit what you can put in it (I had to build something specially to fit) but would make it easier for adults to see as well.

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By in United States,

Like others said, I added that the PaB wall should be bigger and offer more variety.

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By in United States,

Have more 'sales' with actual good discounts, and have the sale items in stock.

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By in United Kingdom,

I suggested an expanded PAB wall, and seats while you are filling the tub! I typically fill a good few tubs when I visit the store, and spend a good 90 minutes doing so, so somewhere to rest would be a simple solution and would improve my experience!

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By in Netherlands,

Inventory and price. I went to Billund last year: the park was a sad husk of its former self and the store there had nothing besides the standard stock at insane prices, even the PAB selection was meagre at best. Why would I EVER go out of my way for something like that?

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By in United Kingdom,

Done the survey. My personal opinion is that a separate section for adults might put off young LEGO fans from approaching more advanced sets and would not be a good idea, but overall I think LEGO stores could move away from all the brightly coloured plastic furnishing aesthetic and instead could be more homely.

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By in United Kingdom,

As an AFOL i appreciate that Lego is and always will be a product made for children, however i see the scope of it being an entertaining way to build and display something. The AFOL community needs better representation within the stores through a larger range of Lego sets designed for adults. Large complex builds purely for looking at, none of this "playability".

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By in Norway,

As I commented on the survey Lego should be less timid about "adult" subjects/themes, and especially avoid adapting formerly "edgy" themes only after they've became watered down and child-friendly (like the Simpsons and Star Wars). Right now I feel Lego has became "Where franchises go to die" and a Lego license is a sure sign a movie/TV series is past its prime.

What I forgot to mention is that I consider the entire "Lego brand store" concept an utter failure, especially as they're so unevenly distributed with major US cities having several while many European and other countries has none at all. I just can't imagine the experience in any way justifying traveling hundreds of kilometers, even if they have the occasional freebie (provided you A: know about it at all and B: it's not already sold out by the time you get there). Rather they should focus on better distribution of advanced models to regular toy stores, many of these currently carries mostly Duplo/City stuff, further reinforcing the notion that Lego is strictly a "child's toy".

And the page after the survey is worthless, I first got a "not available to guests" error, after signing in and jumping hoops I only gets told that "A workgroup leader will need to review your request before you are able to participate". This is just being coy, I'll probably won't bother to check back.

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By in United States,

I took the survey and then started reading the comments. Looks like my concerns have been echoed by many.

I said that adult labeling or an adult section wasn't really necessary. The sets have an age range right on them and the bigger the set the higher the age range (and larger the font is so it's easier to see). I'd rather have the sets sorted by theme, anyway.

I *did* say that the stores can be too noisy on a busy weekend. The store I was in last weekend had lots of kids and the in-store music could have and should have been shut off. Also, it got too hot and the AC was overwhelmed.

They need bigger stores, too, so they have have a larger variety of sets on the shelf.

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By in United States,

Doesn't the Lego group know this....
Me when I walk into my local Lego shop: "These aren't toys!"
Lego Clerk: "Um... it kind of is."
Me: "No, actually it's a highly sophisticated inter-locking brick system."
Lego Clerk: "But this is a toy store."
Me: "Yes, but the way I'm using it makes it an adult thing."
Lego Clerk: "The box for this one for example says 'Ages 8 to 14' sir!"
Me:"That's a suggestion. They have to put that on there."

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By in United States,

The only thing with adult only area is that kids will see it as the 'cooler' part of the shop with better detailed models. They'll just want to come over to see and hang out there more, since kids always want to be 'older'.
Like sons and daughters will always go where dad goes and see it as better and not with the 'little' kids.
It probably isn't necessary to do an 'adult' section, just have the kits geared for more advance builders. You have kids and teenagers that can build very complex kits. So all of this is probably unnecessary.
I guess maybe you could have an 'advance' shelf, wall with more complex models and kits as well as a kiosk to have a digital PaB wall with a full inventory to order parts in bulk for the MoC'ers out there.

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By in Australia,

I cant help but feel this maybe isn't aimed at fans like us here. We all know what sets are available, what features they have, etc, we're well aware of what sets we want to buy before they're even released. We dont need help knowing "what sets are for adults" or any rubbish like that. I cant even answer their question about Lego store staff, because Ive never needed to interact with them, and that doesn't say a damn thing about their staff, just that I already know what's what.

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By in United Kingdom,

Simple - I just asked for a store that doesn’t require a >5 hour round trip to get to. I know there are people in countries with no stores at all but I’ve probably used stores in other countries on holiday as much as I’ve used UK ones.

Actual service and product offering is usually great on the rare occasion I’m in a store. Just not that many offers so going elsewhere is tempting for actually buying things when there’s no GWP.

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By in United States,

My response to AFOL survey.
“I don’t think need many changes for adults. Adults will decide based on the look of set on box. I’ve never accidentally picked up a Duplo set for myself. “

Also mentioned PAB rotation and elements. Agree with most comments about no need for adult section or branding. If adult branding means new line of collector minifigs for Super Heroes for variant unlikely to make it to sets, then I’m all for it.

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By in Norway,

@coenstegeman
I have not been there myself yet, but from what I have read the store in Lego-land is not a brand store so it is not the same.. I would guess the one in Lego house are so you can go there next time you are in Billund ;)

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By in United Kingdom,

I like the huge choice in the store. They probably have (almost) the entire catalogue on the shelf which is nice because I like the experience of visiting the store rather than buying online.

I wouldn't like to see shelf space replaced with interactive augmented reality booths or whatever they're getting at. Maybe I'm just getting old.

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By in United States,

I feel pretty informed about all things Lego thru online activites...but the main thing I get out of visiting a store is seeing the sets in-person. I am always thinking; "Wow, I had no idea it was so..."; if I could change the stores, I would focus on the models more than the rows of repetitive Box art that takes up 90% of the wall space. I get that consumers want to be able to "pick up the box and take it to the register"...and they can, but stand the boxes up sideways and let the actual model highlight the shelf space and not just the pictures we see in the catalog anyway.

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By in Germany,

First, half of the questions are stupid or only have stupid answers.
For me the Lego-Store lacks a reason to visit it. They don't really offer more sets than their exclusive partners and you have to buy at full price.
The stores are also to empty for me. The long shelf-lines at the sides invite kids to constantly run up and down while one wants to look at the sets.(BTW, does somebody really think there are too much displays? In my eyes there should be more)

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By in United States,

As silly as it sounds, they should change the lighting to LED lighting. I say this because ever Lego store I go into is always hot. The heat coming off the lights is just insane. Maybe it's just me. Not to mention they'd save on their electric bill.

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By in United Kingdom,

I stopped going to Lego stores after the tenth time getting fed up trying to squeeze through the crowds of tourists who had no intention of spending a single penny.

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By in United Kingdom,

@cntryislandboy
Then either it's not LED lighting or the heat is coming from another source. LEDs generate less heat than other types of bulb.

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By in United States,

@CortezTheKiller, you are correct, they do not have LED lights here in the states, there just big regular bulbs. I might have been confusing but I was trying to say they should change from their current bulbs to LED to reduce heat. Between the lights and the tons of warm bodies in the stores, it gets warm. Not the end of the world I know.

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By in United Kingdom,

id like our local lego store to offer some sets on sale every so often I know they give loyalty points per £100 spend but other toy stores in the Uk like smyths toys always have discounted deals just last year they had the train set 60198 cargo set down to £119.99 that's a whopping £60.00 off the retail price. the only time my lego store has any deals is to sell off the winter xmas sets after the new year and the odd discounted line. if they can offer other stores good deals on there products to allow them to discount regular why cant lego stores do it themselves there missing a trick there

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By in South Africa,

The survey is poorly executed which invalidates the results. You cannot proceed unless you check certain options, even if you don’t agree with them. Add ”None of the above” checkboxes.

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By in United Kingdom,

@cntryislandboy My bad, read your post incorrectly. Apologies.

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By in United States,

Perfect opportunity to suggested that a lack of non-licensed Pirate, Castle and Space themes has been making my experience at Lego brand stores less enjoyable;)

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