LEGO invites subscription service name feedback
Posted by CapnRex101,
LEGO invited feedback for a potential subscription service last year and are now seeking a name.
You should find a survey, worth fifty VIP points, in the VIP rewards centre, asking for some information about your familiarity with LEGO and your views concerning possible subscription service names.
These names vary between surveys, so mine showed the following, but yours may differ:
- LEGO Clik
- LEGO Club
- LEGO Connect
- LEGO Imagine
- LEGO Life
- LEGO Limitless
- LEGO Nøgle (Danish for 'key')
- LEGO Pass
- LEGO Passport
- LEGO Play
Furthermore, the survey gives a little more information about what a LEGO subscription service could entail, reading "a LEGO membership program that offers extended play advantages (and more) to users of any age. For example, it could offer play ideas, exclusive content, community participation and LEGO rewards for members..."
Have you filled out the survey and which name would be your favourite? Let us know in the comments.
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74 comments on this article
Lego Nogle would be funny
@Blumbirde said:
"Lego Nogle would be funny"
A Nøgle once bit my sister
I filled out the survey, but other than LEGO Club none of the options did anything for me. I did have some different ones than @CapnRex101 though. Like Base, Universe or Plus.
But even Club doesn't have a positive ring to me. Sounds like elitist, exclusionary, and needlessly expensive.
Wait, that sums up the direction TLG is going perfectly, come to think of it.
It was a bit long-winded and I lost interest by the end, so not sure now useful the data will be, but I believe there are better names out there. Surprised they didn't ask for suggestions – in exchange for rather more than just VIP points though...!
The activity does not appear in my VIP Center (Spain)
ANYTHING that might result in "subscription exclusive" sets that'll go for 2~4 times the original price on the aftermarket gets an automatic NO from me. What a horrible idea! Goes directly against Lego's "no regional exclusives" thing too.
@lluisgib said:
"The activity does not appear in my VIP Center (Spain)"
It looks like it was only available in Germany, Japan, US and UK - they were the only options given at the start of the survey (if I remember correctly).
I felt mine were even duller than @CapnRex101. My choices were...
LEGO Base
LEGO Central
LEGO Click
LEGO Club
LEGO Imagination
LEGO Imagine
LEGO Life
LEGO Pass
LEGO Plus
LEGO Together
@AustinPowers said:
"I filled out the survey, but other than LEGO Club none of the options did anything for me. I did have some different ones than @CapnRex101 though. Like Base, Universe or Plus.
But even Club doesn't have a positive ring to me. Sounds like elitist, exclusionary, and needlessly expensive.
Wait, that sums up the direction TLG is going perfectly, come to think of it. "
I also had the Pulse, Universe, Base, club, imagine, imagination, pass and some others. None of them do anything for me
Lego Subpar is a good name :)
is this something similar with the MILF black VIP card? Pay a subscription for more benefits that are to come, yet they never arive.
Clik. In homage to one of their most successful and memorable themes of all time.
Filled in but still don't have the faintest idea what it's a subscription service for!
Couldn't care less what it's called, so long as it's not the one that sounds like an Ikea bookcase!
Not available in Australia either. There’s a surprise…
I lost patience at the word-association part.
It sounds stupid to the nth degree and the naming choices are equally boring and uninspired. Every mom & pop shop has a "my shop" page.
With things the way they are, I don't see how a LEGO subscription would be good value for money.
Wave, as in wave goodbye to your money. Seems all a bit vague, I joined Lego Club as a kid to get magazine, stickers and small models like in the current fan magazines now. I'm guessing Vidiyo could have being a subscription service, where you get a different figure, small build and new app related content each month.
@LegoAndWhisky said:
"I felt mine were even duller than @CapnRex101. My choices were...
LEGO Base
LEGO Central
LEGO Click
LEGO Club
LEGO Imagination
LEGO Imagine
LEGO Life
LEGO Pass
LEGO Plus
LEGO Together"
I had
My LEGO
LEGO Together
LEGO Imagination
LEGO Limitless
LEGO Imagine
LEGO Clik
LEGO Passport
LEGO Life
LEGO Club
LEGO Universe
The reason for the survey is to find out the most popular ones. Of course not all can be the best one.
Must be incredibly hard to come up with a name that isn't already associated with another service or that you as a company haven't already used (LEGO life/Club/universe etc), Disney+ seems to have taken that name (though i'm sure not the first, it feels like many other subscription services have followed).
Has got me wondering whether this is an attempt to monetise the VIP/AFOL community...
Just completed the UK survey. Still no idea what Nogle really means, but it sounded the least-worst to me. Warning bells are ringing that something Prime-like is coming...
I’d suggest LEGO WTF??? as it’s an awful idea to have people pay for a subscription service to a LEGO Club. There are too many out there for everything.
My friends talk about shows and movies they watch. Nope, haven’t seen them I don’t subscribe to that. Songs they’ve heard. Um, no, haven’t heard em I don’t have a subscription. Sporting events they saw. I missed that one. I wasn’t able to afford the packet this year. “Hey Ken…why haven’t I seen you playing [insert favorite multi-player game here]?” You guessed it…no sub to join in on the fun.
It’s insanity, and to think this hobby is now going to be jumping face first into that very same pool to cash in at the expense of real honest to goodness community?
Eff you, LEGO. Eff you.
Shouldn't it be LEGO s.
I don't have access to that survey but I would propose "LEGO Mania" if I could.
A subscription service could be of interest to me if it lined up with my current buying habits.
Lego….NO, would be my choice.
I quit out when it required me to fill in the exact ages of my children. Funny how some questions just feel like they are crossing a line.
Lego Meta would be a good name - what could possibly go wrong?
Lego Dimensions?
You get to the end of the survey and find that they don't accept valid email addresses because they don't support RFC 5233 subaddressing, aka plus addressing or tagged addressing, where you use a "+" in your email address. But my email address with LEGO has a + in it...
I had, as an option, possibly the worst name there could be - My LEGO.
Imagine the confusion.
Other options I had were:
LEGO Imagination
LEGO Imagine
LEGO Limitless
LEGO Unlimited
LEGO Life
LEGO Universe
LEGO Plus
LEGO Club
.... Subscription for what? Why would anyone subscribe to Lego? The online content they make is basically advertising for the toys they sell. I had the club magazine for a while as a kid but that was pre-internet, and all the stuff that was in there is just found online now for free. Short of an artificial paywall, I really don't see what they're trying to do here.
It feels like someone high up decided that everyone was doing subscription services now so Lego has to as well, but no one has any idea what it should be.
Nøgle all the way!
the choices i received:
LEGO Limitless
LEGO Plus
LEGO Club
LEGO Passport
LEGO Imagination
LEGO Play
LEGO Imagine
LEGO Pulse
LEGO Pass
LEGO Together
too bad "lego clik" wasn't in my list, that would've been an insta-win ^_^
yeah, the word / name association segments were all "none" for me. not into the whole idea of a subcription service (as others have detailed) but curious what they plan to offer, and what the point of the whole endeavor could be *shrug*
It's got be LEGO Nøgle. Everything else is just trite.
Only about 3% of people in the US would even know how to type Nøgle on a standard US keyboard. And fewer than that would actually take the time to do so (for the record, I copy-pasted rather than alt-keying). Knowing that it means "key" makes it probably the best option (keys unlock opportunities...) but using a PITA character in the name is a non-starter.
Well... that was a more involved than I was expecting. I don't remember exactly what I had, but the ones I do remember were:
Lego Plus (which sounds too bandwagon-y to me)
Lego Imagine
Lego Imagination (repetitively redundant much?)
Lego Passport (my favorite)
Lego Central (sounds like a train station)
Lego Connect
Lego Click (because poor literacy is kewl!)
Lego Nøgle
@Vladtheb: Nøgle bites can be nastii.
It was wise of them to limit it to preselected options, or the Internet would have stuck them with LEGO Subscriptiony McSubscriptionface.
As for the service itself, judging from the reactions of others here, I must be missing something; it doesn’t sound like it would fundamentally all that different from LEGO Brickmaster, except that it would be available more places. I quite enjoyed that service for the couple years I had it, and was sorry to see it go. Am I alone in that here, or would this new thing be dramatically different in some way that made it far worse?
Honestly, I think this wouldn’t be a bad time to bring back Brickmaster.
Lego "please stop" would be optimal. Subscription business models are inherently predatory in nature and are only acceptable in a b2b scenario (and very very few b2c ones if executed correctly) imo.
LEGO Studs
@AustinPowers said:
"I filled out the survey, but other than LEGO Club none of the options did anything for me. I did have some different ones than @CapnRex101 though. Like Base, Universe or Plus.
But even Club doesn't have a positive ring to me. Sounds like elitist, exclusionary, and needlessly expensive.
Wait, that sums up the direction TLG is going perfectly, come to think of it. "
And to think reading your comments on here TLG had cut off ties with the German market altogether as a result of a national boycott. Just a few noisy voices, eh?
Doesn't sound much different than Brickmaster so far, but unfortunately, that won't stop people from assuming that this service is a result of the Lego/Satan pact.
I don't see that survey, but there was one basically asking me how introvert I was ;-) Was worth 50 points too.
@blogzilly said:
"I’d suggest LEGO WTF??? as it’s an awful idea to have people pay for a subscription service to a LEGO Club. There are too many out there for everything.
My friends talk about shows and movies they watch. Nope, haven’t seen them I don’t subscribe to that. Songs they’ve heard. Um, no, haven’t heard em I don’t have a subscription. Sporting events they saw. I missed that one. I wasn’t able to afford the packet this year. “Hey Ken…why haven’t I seen you playing [insert favorite multi-player game here]?” You guessed it…no sub to join in on the fun.
It’s insanity, and to think this hobby is now going to be jumping face first into that very same pool to cash in at the expense of real honest to goodness community?
Eff you, LEGO. Eff you."
I don't understand why this is a problem, or at least why it's being treated as a modern problem. Shows were locked behind a cable paywall long before streaming existed. If anything, it's cheaper, and you get the option to pick and choose the content groups that best suit your interests. My friend plays Halo on Xbox, I don't have an Xbox, that isn't inherently Xbox's fault. You always had the option to buy Lego, now you have the option to... buy Lego in a different way? Is it really that egregious?
Lego SuperRareAwesomeChocolatyFudgeCoatedMegaSuperSubscriptionService
@arathemis said:
"is this something similar with the MILF black VIP card? Pay a subscription for more benefits that are to come, yet they never arive."
I assume you are referring to the Millennium Falcon? I have trouble imagining TLG producing a MILF card... Core values and all that.
In the U.S., the options are somewhat different, and, I disliked all of them. Some were laughably bad.
I didn't really relate to or understand any of the questions so there were a lot of 'no idea' or indifferent responses - felt like asking for the name of a completely undefined product and then asking how much I would enjoy using said undefined product. Still 50 Nogle points.
Interesting that there was no opportunity to provide free form feedback at any point.
Worthless marketing department chasing every stupid fad and idiotic trend. Lego prides itself on creativity but their PR dept are hacks.
@sir_vasco said:
" @blogzilly said:
"I’d suggest LEGO WTF??? as it’s an awful idea to have people pay for a subscription service to a LEGO Club. There are too many out there for everything.
My friends talk about shows and movies they watch. Nope, haven’t seen them I don’t subscribe to that. Songs they’ve heard. Um, no, haven’t heard em I don’t have a subscription. Sporting events they saw. I missed that one. I wasn’t able to afford the packet this year. “Hey Ken…why haven’t I seen you playing [insert favorite multi-player game here]?” You guessed it…no sub to join in on the fun.
It’s insanity, and to think this hobby is now going to be jumping face first into that very same pool to cash in at the expense of real honest to goodness community?
Eff you, LEGO. Eff you."
I don't understand why this is a problem, or at least why it's being treated as a modern problem. Shows were locked behind a cable paywall long before streaming existed. If anything, it's cheaper, and you get the option to pick and choose the content groups that best suit your interests. My friend plays Halo on Xbox, I don't have an Xbox, that isn't inherently Xbox's fault. You always had the option to buy Lego, now you have the option to... buy Lego in a different way? Is it really that egregious?"
It truly depends on how it's made. To be of any use to a consumer, the products offered on such subscription would have to be valued near double their normal retail value (i.e. you subscription price is $120/year - you will receive the equivalent of $240 worth of Lego during the year). Such a subscription should also include free draws every months and other free bits (colouring pages and desktop wallpaper and other almost useless items). *Caution - controversial* Such a subscription should also include exclusive content to entice people in subscribing (not for that personally but that's the way it is in most places). You may then ask, what in it for Lego? One answer: predictable revenue stream. That is why most companies want customers to subscribe to their services, they then have a very predictable income stream and that's worth quite a bit in term of managing expectations. Suddenly you can have all your fixed costs on autopilot - paid for by subscription revenues - and everything else on top is gravy.
My options were:
LEGO Club
LEGO Life
LEGO Click
LEGO Imagine
LEGO Central
LEGO Play
LEGO Unlimited
LEGO Together
LEGO Pulse
LEGO Passport
I think I like the "Unlimited" option the best, mostly because it reminds me of the X-Men Unlimited comics I read when I was young.
So now TLG goes for subscription service. Soon I will buy a set in a store and I would have to pay a monthly fee to use *my* bricks. This is not a good idea. Back in the old days: you buy a software and you keep it, you can use it for life if you want to. Now everybody wants subscription. And you can't use a software after a year when subscription expires and you don't renew it. We people have no future where everything is going.
I got:
LEGO Base (the opposite of 'premium', which is what any subscription service is)
LEGO Central (dull, sounds like it's crowded and full of pigeons)
LEGO Click (meaningless)
LEGO Club (good, just like the old days, pay a premium, join the exclusive club)
LEGO Imagine (meaningless, but ties in with Lego ideology)
LEGO Pass (accurate like 'passport', but also with negative connotations: "I'll pass on that")
LEGO Plus (more than what non-subscribers get, so good)
LEGO Connect (sounds like a social platform, which it wont be)
LEGO Clik (no, spelling rox)
LEGO Unlimited (no, it will be limited to those who pay the fees)
I would go for LEGO Club or LEGO Plus, based on it being exclusive and additional to what others get.
@crazylegoman said:
"I think I like the "Unlimited" option the best, mostly because it reminds me of the X-Men Unlimited comics I read when I was young."
I also liked that one the best, and for similar reasons (X-Men Unlimited + JLA Unlimited).
"LEGO Pass" is simply the first the comment on any Brickset article about a new 18+ set....
When they made the survey a while ago about what a subscription service might include, there were definitely a few things that I would consider paying for. So it really depends on what they offer in such a service.
For example, if they offered exclusive re-releases of old sets I would love it. But if it’s a grab-bag of less tangible “perks”, no thank you.
@B_Space_Man said:
"For example, if they offered exclusive re-releases of old sets I would love it. But if it’s a grab-bag of less tangible “perks”, no thank you. "
I'd love that but it definitely falls in the category of things I would rather just pay money for.
50 VIP points (0.38 USD) for 10 minutes of my time? No thanks. If only Lego valued our time as they value their bricks…
@MisterBrickster
I’m right there with you. However this may be the only way TLG would be willing to produce more “niche” interests because they could more accurately gauge the interest and the revenue would be a known quantity. Similar to (but distinct from) the Bricklink Designer Program and Lego Ideas. We shall see.
@MisterBrickster said:
".... Subscription for what? Why would anyone subscribe to Lego? The online content they make is basically advertising for the toys they sell. I had the club magazine for a while as a kid but that was pre-internet, and all the stuff that was in there is just found online now for free. Short of an artificial paywall, I really don't see what they're trying to do here.
It feels like someone high up decided that everyone was doing subscription services now so Lego has to as well, but no one has any idea what it should be."
I haven’t taken the survey yet but when I do I’m hoping that ‘LEGO Swindle’ is an option. I’ll pick that :~P
It offered me Click and Clik. I was fine w/ "Click", but "Clik" was just sooooo grating.
Lego Pulse was the more corporate-y one on my list.
I spend enough money on LEGO products already. Unless there's something exclusive and worthwhile, I probably wouldn't subscribe to some premium club.
@TheBrickshipyard said:
"So, Lego expects us to forfeit 50 VIP points for the privilege of providing them survey answers....? That transaction seems backwards. Usually companies offer incentives to survey takers because our time is valuable, the questions are usually dull, and the results beneficial to company's marketing departments. "
You will receive 50 points for participating. It does not cost any points.
I hope this does not affect the ability to accumulate and spend VIP points, though I'll probably spend the lot I have before this launches.
I had
LEGO Unlimited
LEGO Play
LEGO Passport
LEGO Clik
LEGO Click
LEGO Pulse
LEGO Pass
LEGO Connect
LEGO Club
LEGO Imagine
@mrzeon said:
"50 VIP points (0.38 USD) for 10 minutes of my time? No thanks. If only Lego valued our time as they value their bricks…"
In case anyone is interested, there are currently (and quite unexpectedly) several VIP discount vouchers available in the rewards centre. For just 100 points you get a discount of up to 100 Euro, depending on the set.
For example there is 90 Euro discount for the new Technic Ferrari, 80 Euro for the new Loop Coaster, or 100 Euro for the UCS Hogwarts Express (plus several smaller discounts for sets that don't interest me, like 60 Euro off on the UCS Black Panther bust).
Just to let you know.
How about LEGO Spend?
@AustinPowers said:
"In case anyone is interested, there are currently (and quite unexpectedly) several VIP discount vouchers available in the rewards centre."
Typical... only got the Loop Coaster last month, not anticipating any discounts! Hogwarts Express for £345 is quite tempting though.
Argh, that was supposed to be "Lego Clik" in my comment. Now the literacy joke doesn't make any sense!
@TheBrickshipyard: The Lego Club cost money to subscribe in its early days.But you did get a set for joining.
@TheBrickshipyard:
Go to the VIP account page. Below the banner should about half a dozen blue glyphs. One should say “Activities”. Click that, and scroll down to find the picture of the girl in a blue brick costume. There’s your survey.
LEGO Club, Life, and I'm pretty sure Play were already a thing. Odd they'd reuse branding like that for a completely different service, but not unheard of.
I dont have access to the survey I m afraid...
@GSR_MataNui:
LEGO Club was their free magazine, for a while. LEGO Life is an app and a magazine for young kids. LEGO Play is the title of a book, LEGO Serious Play was some sort of team-building program (I think), and Target advertises “LEGO Play” like it’s a product line. LEGO Universe was an online game of some sort. LEGO Passport is a fake passport you can get stamped at LEGO Stores. Has anyone seen LEGO Direct as an option? What about LEGO Land?