Is LEGO dying?

[ummester]

Regarding if Lego is dying, I think it is inevitable. They have come to rely so heavily on the Star Wars line, that the classic building style that got them where they are today (i.e. Classic Space) is fading into the sunset. I also fear the new 3D printer will drive the final nail in the coffin of brick by brick design. I mean, the younger generation will not be able to resist the appeal of simply designing and printing their favorite space ship or car or building, or fig for that matter, and honestly, who could blame them?

This is an interesting idea.

I know my boys, now having film readily available from the internet, are not really interested in it. Both movies and TV bore them, only random kids doing stupid things on youtube, from all ofver the world, seems to hold their interest. The next generation could be one that is just not interested in consumer entertainment products at all and has the digital means to entertain themselves without corporations being involved.

[obsidianheart]

It becomes an issue of semantics. Does the 3D Printer impact LEGO's business? Not yet, but maybe if it becomes cheaper/faster/better. Are they relying too heavily on licences? Maybe, but a lot of the licenses they produce sets from are very lucrative for all parties involved, so I'd expect that not to stop. Are kids finding new ways to entertain themselves that didn't exist when we were kids? Undoubtedly, and that will never change, I think, but a lot of us did the same thing during our "Dark Ages".

Will LEGO die eventually? Unavoidably, as all things must.

Is LEGO dying right now or within the next 10 years? Not very likely, I think.

[zmasterbrick]

I worry deeply about Lego being purchased or should I say enveloped by the Disney conglomerate. They've essentially consumed the super hero scene now, and I think it just dilutes the name brands. But hey everyone, don't get me wrong, or think I'm being doomsdayish, I love Lego! Seriously, I sleep with a handful of bricks under my pillow for nighttime inspiration.

[Lyichir]

Some of the concerns people have expressed that "Lego is dying" make me wonder if they've been living under a rock since the early 2000s. Lego is unambiguously in a better place than they were ten years back. Relying on licenses? Hardly—original themes like City, Friends, and Ninjago now account for the majority of their success, unlike when Bionicle was the only thing that kept their reliance on licenses from sinking the company in 2003. Specialized parts? Well, we do have new parts like the Super Jumper, but otherwise the vast majority of new parts these days are useful basic building elements (and even functional elements like launchers are more basic and versatile than the ones from a decade ago). Worries about Lego being bought out by a megacorporation like Disney? That might have been a concern back when they were close to bankrupt, but not now that they're the largest and most successful toy company in the entire world by pretty much every conceivable metric.

Lego is farther from "dying" than they've ever been in the history of the company. So it baffles me that people would suddenly be so concerned about the company's mortality when their future looks brighter than ever.

[zmasterbrick]

From my standpoint, it's more of a "losing their religion" situation rather than dying as a company that puts good numbers on the board. Their name brand will live forever, but will the philosophy of hoping simple bricks together to sculpt? I am afraid for the future there.

[ummester]

From my standpoint, it's more of a "losing their religion" situation rather than dying as a company that puts good numbers on the board. Their name brand will live forever, but will the philosophy of hoping simple bricks together to sculpt? I am afraid for the future there.

They lost their religion when they remodelled to survive in the 90s, I think.

Also, as someone elsewhere pointed out, when they let the brick patent slide and others got in on it, they became more minifg centric.

[chuychu]

The only thing dying in Lego are some of the sets they don't make anymore

[dr_spock]

They are currently #1 toy brand.

Companies don't really die like people. Their assets can be sold off and live on. The brand's name can also be bought and come back somewhere else like Kodak. Or they can move into other things like IBM from hardware to services when they were near death in the 1990s.

[obsidianheart]

Also, as someone elsewhere pointed out, when they let the brick patent slide and others got in on it, they became more minifg centric.

Well, they didn't really let it slide. I recall they fought tooth and nail to keep it, but their case was hurt by the fact that the didn't originally develop it.

[Peppermint_M]

Having sued Tyco over the high quality stud&tube bricks being produced in the 80s, LEGO had to admit the original concept had been taken from a UK toymaker. Kiddicraft created bricks to imperial measurements in plastic moulding machines, the company was a very early into making plastic toys. LEGO came across a sample of these bricks and developed a copy in metric. Then after the debacle in the 80s LEGO paid a token sum for the rights to produce the bricks but it lapsed and it was ruled by pretty much all the major courts that the stud&tube was a functional/standard design and not patentable.

Minifigures, being wholly developed by TLG means they hold all the rights and can stop anyone making them exactly the same.

[zmasterbrick]

As an avid LDD builder, I have been dang near overwhelmed lately by the influx of new "specialty" pieces derived from all of the new action sets (i.e. China etc.) Sometimes I think that Lego out to back off of the new piece thing a bit, and run with the selection they have. They could just diversify the existing collection with new colors. It might help to "not dilute" the whole basic concept of brick assembly. Then again, maybe I'm just getting old.....

[Dhivael]

I agree with Zmasterbrick above. Lego as a brand is far from dying, but it does feel like they're starting to forget their roots, constantly adding new pieces and more big chunks (I know we have some weird acronym for that, but I can't remember what it is) like the BURPs, instead of trying to create with the few parts that exist like they were in the 80s. The concept is still fun, and every once in a while they create a new technique for building with existing parts, but these feel fewer and farther between. This in addition to the new focus shifting to mini figures, I would hope that lego do some soul searching, and try to look backwards for ideas on how to go forward.

[SweetiePie88]

One thing that i'm concerned about is does lego really need to be making all these new parts? Do we really need inverted tiles, round jumpers, more and more styles of wheels and mudguards? Why make a new gator mold that looks like its a mix of duplo and a clone brand when the old mold is just fine? Do we really need a super jumper or more shooter style items?

Another big concern i have is why are there So many stickers in sets? Sets cost 2 arms and leg and it seems like it shouldn't be unreasonable to want quality printed stuff. If anything, that factor along is a major reason i'm getting turned off of picking up a set at retail. Why should i pay big bucks for a name brand plastic contruction brick product when it comes with stickers instead of printed stuff? I stopped using stickers since they don't last but the overall look winds up suffering.

"One thing that I've found increasingly frustrating is that the staples of hospital, police, fire & gas station are there for the kids sets for the city/town/whatever theme you want to call it.

Seldom if ever a grocery store, a sizable restaurant (shocked that they haven't attempted to work with Subway/McDonald's or something), they've had a couple of banks, but they are beyond bad, especially 1490."

There hasn't been a hospital theme in years. the last hospital theme was 3 years ago and it looks like it's just a hospital and ambulance. Before that was about 6 years prior in 2006.

　

"I've noticed a lot of people on youtube who do reviews of Lego Sets often complain that the new sets are not really very special and maybe even overpriced. Personally, I completely agree with them! What do you think?"

Agreed. Used to be you could find some awesome stuff out there and now it's like it's nothing but repeats or stuff that's really lacking. Like i got attack on lake town on clearance for 15. There isn't much play space in the set, the shooter thing sticks out so much, and the "crane" is really bad.

[Steph 104th]

I do not believe that it is dying, that said I do believe that lego attempts to create new concepts to make sets more playable. But why? I'm sure a child knows what he/she wants to do without Lego encouraging him/her to use a Super jumper or whatever. I feel like imagination is being sacked out of the creativity side, but in terms of sets I could not be happier.

[alois]

From my standpoint, it's more of a "losing their religion" situation rather than dying as a company that puts good numbers on the board. Their name brand will live forever, but will the philosophy of hoping simple bricks together to sculpt? I am afraid for the future there.

Sculpting was never the main goal of Lego. Even the very first sets contained speciality parts (windows and doors) that didn't even connect with studs to the rest of the model. And in the early system sets of the fifties you got complete cars to go with your buildings, instead of having to build them. So although I'm not a fan of a great number of speciality parts, they're nothing new. On the other hand, parts like bows, tiles with center stud or reverse tiles, that have a function within the system (unlijke burps and large speciality pieces like the new train nose), are extremely useful and I welcome all of them.

[zmasterbrick]

I agree with Zmasterbrick above. Lego as a brand is far from dying, but it does feel like they're starting to forget their roots, constantly adding new pieces and more big chunks (I know we have some weird acronym for that, but I can't remember what it is) like the BURPs, instead of trying to create with the few parts that exist like they were in the 80s. The concept is still fun, and every once in a while they create a new technique for building with existing parts, but these feel fewer and farther between. This in addition to the new focus shifting to mini figures, I would hope that lego do some soul searching, and try to look backwards for ideas on how to go forward.

Very well put. In this day and age, everything just feels like it is one micro second from selling out. I have my fingers crossed that Lego won't.

[Faefrost]

I agree with Zmasterbrick above. Lego as a brand is far from dying, but it does feel like they're starting to forget their roots, constantly adding new pieces and more big chunks (I know we have some weird acronym for that, but I can't remember what it is) like the BURPs, instead of trying to create with the few parts that exist like they were in the 80s. The concept is still fun, and every once in a while they create a new technique for building with existing parts, but these feel fewer and farther between. This in addition to the new focus shifting to mini figures, I would hope that lego do some soul searching, and try to look backwards for ideas on how to go forward.

Sigh! The poor poor under appreciated BURPS. They are not new. They go back decades. In fact Lego very rarely creates new large pieces these days that aren't fairly adaptable. But lets talk about the much maligned BURPS a bit. They are there to solve a problem. Providing elevation and effect while minimizing weight and still serving a crucial load bearing role. Think how many bricks you need to get the height and strength of a large BURP? They help provide a solid elevated base for building upon within the budget and parts capacity of most kids.

Most of the larger pieces are there to create a balance between weight, part budget and build complexity for a younger child. The big examples being panels, which date to the earliest days of Castle I believe, BURPS, and a handful of specialized pieces such as plane parts which have existed in evolving forms for decades. I think the only new large parts have mainly been either wheels or canopies. most new stuff has either been character specific, details or new multi use construction elements.

[zmasterbrick]

Sigh! The poor poor under appreciated BURPS. They are not new. They go back decades. In fact Lego very rarely creates new large pieces these days that aren't fairly adaptable. But lets talk about the much maligned BURPS a bit. They are there to solve a problem. Providing elevation and effect while minimizing weight and still serving a crucial load bearing role. Think how many bricks you need to get the height and strength of a large BURP? They help provide a solid elevated base for building upon within the budget and parts capacity of most kids.

Most of the larger pieces are there to create a balance between weight, part budget and build complexity for a younger child. The big examples being panels, which date to the earliest days of Castle I believe, BURPS, and a handful of specialized pieces such as plane parts which have existed in evolving forms for decades. I think the only new large parts have mainly been either wheels or canopies. most new stuff has either been character specific, details or new multi use construction elements.

I recently seen a guy make a canopy for his Airbus on a 3D printer. I'm thinking it won't be too long before LDD has this option? Ahh the future!

[neonic]

With all those 'fake' Lego I was thinking that Lego maybe selling not that much anymore.

a While ago I've read that they have hired a lot of new people for (thought 3) factories because they can't keep it up with the holidays coming up. They even gonna build a new factory so ... don't think it's dying.

IMO it never will. It's just 'toys' for everyone.

[escortmad79]

With all those 'fake' Lego I was thinking that Lego maybe selling not that much anymore.

Them being officially named the largest toy company in the world now states different

[AAG Spitta - LEGO Channel]

LEGO is not dying, but I can see where you may be coming from. I agree, every once in a while we get some sets that just isn't really what LEGO is known for.

[Lego_v194]

To answer OP, Lego is most definitely not dying.

I can say this as a person who just came back from a dark age. The products are better than what I remembered from 1980s especially w/ the collaborations of star wars, DC/Marvel superheroes, and the current Lego dimensions crossovers, etc...

Lego is on the rise more than it is falling. They have the older demographics such as the nostalgic people (including yours truly) but they also bring together the fans from the above mentioned franchises.

[Bering]

Lego certainly isn't dying, at least in commercial aspect. Big business, due to all the parents who buy it for their kids, who just play with it for a short while.

Lego quality what it used to be, is certainly dying. And the AFOL's will only notice that.

[Kaanere]

The recent years were the best for Lego Technic, in my humble opinion.

And with the leaked set list, the next can only be better...

[Sweet Pea]

As long as imagination and creativity exist so will Lego