AFOLs are stronger than we thought...

[Hobbes]

welt.de brought a small online article about LEGO and J

[Siegfried]

That's a stunning stat. Maybe it's time to focus on AFOLs then. I told my wife this stat and she asked me how did they find this out... and it's a fair point. The translated article doesn't mention it either. :-/

Thanks very much for posting the story. *sweet*

[Hobbes]

I told my wife this stat and she asked me how did they find this out... and it's a fair point.

Since it's an interview I guess JVK told them...

[Siegfried]

Since it's an interview I guess JVK told them...

:-D OK... let me put it another way then; how did J

[Captain Green Hair]

That's stunning, but it doesn't tell in people numbers...

Maybe they got the number from online sales?

Kids don't shop online much i believe...

[Holodoc]

Thank you Hobbes for the link!

You may call me "Mr. 20 percent" from now on. ;-)

I didn

[Asuka]

Ok, not my right arm, but you know what I mean. ;-)

One holographic toe at least, I guess...? :-D

Thanks, Hobbes. *y*

It

[Lord Of Pies]

I am curious how they worked out this percentage myself. :-/

And I am surprised, in a good way, how bigger market AFOLS make up, I thought it was nearer 5 percent, not 20! 8-

[blueandwhite]

I say we celebrate our newfound purchasing power by demanding even more from the company that apparently depends on us :-D . In all seriousness, this is really cool to hear. At 20%, we must be one of the most influential adult fanbases when it comes to a children's product. Time to abuse our powers *vader* .

[AmperZand]

:-D OK... let me put it another way then; how did J

[Hobbes]

That's stunning, but it doesn't tell in people numbers...

It would be interesting, yes, but it wouldn't tell us as much as a percentage.

Maybe they got the number from online sales?

Probably. I guess their service section on S@H where you have to choose your age tells a lot, too.

I am curious how they worked out this percentage myself. :-/

Most likely like AmperZand said - via surveys... and hidden cameras at TRU and their brand stores ;-)

And I am surprised, in a good way, how bigger market AFOLS make up, I thought it was nearer 5 percent, not 20! 8-

[gylman]

Another point from that interview is this:

"At present Lego makes approximately 60 per cent of its income in Europe, 25 per cent in North America and the remaining 15 per cent in all other regions. In particular in China and India Knudstorp sees large Potential. "

I've been point this out for a couple of years, and you can expect that in the next10 years a lot of effort will be spent to establish presence in China and India. North America will become less important to TLC.

[trooperdavinfelth]

Thanks for the link, Hobbes! See? Now is TLC's chance to make an Ancient Civilizations line which will appeal strongly to AFOLs... But anyway, one fifth? That's a lot more than I thought! 8-

[Cardinal Brick]

That's really interesting, though I to would like to know the number of people who make up this 20% if there aren't that many of us the effective demand must be huge! Though I suppose all the signs were there with the ever more complex and expensive set coming out.

It's a shame he doesn't order other countries by their Lego sales, I'd have liked to know how my buying was translating into Lego's global figures, surely all that Lego I BUY AT Bluewater must be making an impact somewhere

[Lord Of Pies]

Thanks for the link, Hobbes! See? Now is TLC's chance to make an Ancient Civilizations line which will appeal strongly to AFOLs... But anyway, one fifth? That's a lot more than I thought! 8-

[snefroe]

Another point from that interview is this:

"At present Lego makes approximately 60 per cent of its income in Europe, 25 per cent in North America and the remaining 15 per cent in all other regions. In particular in China and India Knudstorp sees large Potential. "

I've been point this out for a couple of years, and you can expect that in the next10 years a lot of effort will be spent to establish presence in China and India. North America will become less important to TLC.

well i don't know. it seems to me the US market gets really special themes and attention from lego even though it's already quite small.

The number does not surprise me THAT much. I know what i'm spending on lego every year and i know what i used to get when i was a kid. BIIIIIG difference...

[CopMike]

The number does not surprise me THAT much. I know what i'm spending on lego every year and i know what i used to get when i was a kid. BIIIIIG difference...

Yeah, I think sne stands for about 17% and the rest of the AFOL world 3% X-D!

Seriously, it

[gylman]

well i don't know. it seems to me the US market gets really special themes and attention from lego even though it's already quite small.

The number does not surprise me THAT much. I know what i'm spending on lego every year and i know what i used to get when i was a kid. BIIIIIG difference...

I think TLC needs the presence in the US market to be a global company, and doesn't want to lose any. I assume that much or most or all of the reason why they make less "revenue" is because their profit margin is small in the US (i.e. prices are much lower in the US) than anywhere else.

[trooperdavinfelth]

Or Pirates..... :-P

*resists the urge to yell 'THIS IS SPARTA'* :-P

;-) AC ON, and AFOLs buying a fifth of all Legos ON! *sweet*