Sales at the 85-year-old Danish LEGO Company recently dipped 5%. Some folks conjecture children now prefer video-digital-electronic anything rather than individual blocks that offer freedom to make whatever it is they wish to make.
It is possible the company now will re-evaluate their business approach to making LEGOs, which includes the following:
- Be inspired by the simple Danish phrase “Leg godt” (in English, “play well.”)
- Make it indestructible so buyers need not replace broken ones.
- Design it so each new set works very nicely with existing ones.
- Never disparage copycat blocks even if they are inferior.
- Include genius instructions so anybody can successfully build without needing to purchase how-to add ons.
- Do not link LEGO to any celebrity merely to cross-sell other stuff.
- Be a friend to little hands by making big blocks for early motor skills and adding smaller blocks later to let a child feel very smart indeed.
- Keep the price in the moderate range and offer enough sizes so most children can have some.
- Remain whimsical while adapting LEGO to developing trends (space shuttle, jungle expeditions, superheroes).
- Stick to the vision that…”it is not just about the products. it is about realising human possibility.”
I hope the company will not alter its business approach. I just wish they made LEGOs for grownups.