Where should I send this?

[Mattieshoe]

I just wrote a pretty Long-winded Message for LEGO telling them what to do to get good again, but I have no goddamn Idea where to send it.

is there an E-mail Address for stuff like this?

Anyway, here it is:

Hi, LEGO.

I don't know who's reading this, or how much power you have, but whoever you are, I hope you read through and consider my advice, given as a LEGO enthusiast, an Artist, a designer, and an average Joe.

I wouldn't call this "Criticism" if I could choose a better word, More like Advice on bringing back the quality and Fun that was once synonymous with LEGO (and still is, to a degree)

I DO think thins have been improving, the sets of today are certainly more FUN then the sets of 2004, but there is still a LONG way to go until things are are FUN as they were in 1995.

I've always felt that what make LEGO so successful was their perfect mix of Playability and Design.

They took the best parts of Toys and Models and combined them into one singularity that was just spectacular.

Over all, they were FUN. every aspect of most pre-2000 sets evoked a feeling of FUN.

Take Fort Legoredo for instance. what made IT so fun?

The Bright colors (yet still they weren't Garish. they had composition.) The Characters, The Subject, (Why do you think those Cowboys and Cavalry figures from the 60s were so popular?) the overall playability (this is the combination of several FUN factors that goes into the time and quality of the TOY aspect of LEGOS)

I could go ON and ON and ON about what makes this set so great (or FUN. IN THE LEGO WORLD THESE TWO SHOULD BY SYNONYMOUS) but let's move forward and look at a MODERN set of about the same size.

Temple of the Crystal Skull;

Dull, Dingy colors (the Greys, Browns, Tans, Reds, Greens, Etc. used in 2002- sets had a warmth and FUN to them that has been lacking since 2003. GOOD COLORS ARE CENTRAL TO THE APPEAL OF LEGOS. NOT HAVING THEM IS A MAJOR HANDICAP) boring characters (Flesh colors aren't FUN. I know there's probably social reasons for making the change, but at what cost? FUN.) Boring subject (If making a toy true to the movie comes at the cost of a good set, you probably shouldn't be making a toy out of that movie) Very Little Playability (Again, some Movies just shouldn't be made into toys. How many adventures can a kid have with a set that's based so straightforwardly on the plot of a movie [there aren't any surprises that weren't there in the movie, so what else is someone supposed to do but reenact the film? that might get boring fast...])

Overall, no fun. again, the NUMBER ONE priority of designing any LEGO Set (or even pieces) is making sure it's FUN. every aspect of it should work towards this goal.

STOP WITH THE FOCUS TESTING.

most consumers know what they like when they see it, but they certainly don't know how to make what they like, or what goes into making what they like likable. all they know is if they like it. and that's all feedback you need from them.

"By Kids, FOR kids" is a terrible way for any company to go. If you go on the LEGO forums and see some kid say that 2004 was the best year for LEGO, DON'T trust him. instead, trust talented, creative people (The John Ks of product design) who KNOW what's appealing. who KNOW what's FUN. Also keep in mind that more then Half of your consumers are adults. BUT THESE ADULTS LIKE THE TRULY FUN "Ages 7-12" SETS AS MUCH AS THE 7-12 YEAR OLD'S DO (If not quite as much for their play value, but for their fun design and model potential [but adults do still like playing with these. I know I do!])

Look back at old sets. what makes them so good? they're fun. that's the first thing that needs to be thought of when making a toy, or making a pleasing LEGO model. it has to be FUN.

What about these sets evoked FUN?

The COLORS. (this goes for not only the models, but the custom aspect of LEGO building. If you only have Dingy-colored bricks to build with, your structure will look dingy. BRING BACK THE OLD COLORS. THEY WERE FUN AND INVITING AND INSPIRED IMAGINATION. THE NEW COLORS AREN'T FUN. FUN IS THE PRIORITY)

The DESIGN.(this may or may not be connected to PLAYABILITY, but attractive, three-dimensional, FUN to look at models are VERY VERY central.

the SUBJECT MATTER (Cowboys and Cavalry=FUN. Tie-ins to bad movies=NO FUN)

the PLAYABILITY (THIS IS A PRIORITY.you should be able to have hours of FUN with every set you design. If you don't think it's fun to play with, YOUR CONSUMERS WON'T ETHER. Don't dumb down the Playable models just because you think they're for "Ages 7-12" they like FUN just as much as we big kids do.on the Flip side, Don't assume that everyone over 12 won't enjoy the "toy" aspect of LEGO's. sure we may care more then them about attractive [and FUN. we still like FUN] models, but we see the same appeal in the "Toy" aspect of "7-12" LEGOs that they do. In fact, most of us like them more then the "Big Kid" models, which tend to lack in the "FUN" aspect of design, let alone playability)

Alright. I know I could take this further, but for your sake, I'll get to the point.

HERE'S WHAT MUST BE DONE TO BRING BACK THE PAST QUALITY (past FUN) OF LEGOS: (is that proper English? LEGOs?)

1. MAKE STRUCTURES MORE SOLID. these sets should be THREE DIMENSIONAL. flat, one-sided, or modular structures limit the play value and make things look incomplete. NO FUN.

2. MAKE STRUCTURES LOOK "REAL". not "real" in the sense of being Photo-realistic, but in the sense of FEELING like what they're supposed to be. the pieces should make sense where they are. nothing should be arbitrary. don't worry about making them buildable for smaller kids (that's what DUPLO's for) worry about them looking good and being FUN.

3. KNOW WHAT TO MAKE SETS OF. remember the goal: Fun. what's a FUN idea? don't think about it being "Hip" or "With it". People (and, yes, kids) don't really want that stuff. you know what the DO want? FUN.

4. BRING BACK THE OLD COLORS. This is VERY VERY important. fun colors make up 30% of a set's overall FUN (quality) level. Just bring the old colors back. They're much Much MUCH more FUN then the current ones.

5. BRING BACK OLD PIECES.The old motorcycles are fun. the new ones aren't. So why not bring the old ones back? at this point, LEGO shouldn't worry about "Evolving" their colors or elements. they seem to have lost sight of what exactly they are evolving for: even more FUN. bring back the old elements. once you've regained sight of what made LEGO sets so fun, you can EVOLVE them some more. (but I'd personally keep the colors as they were before 2003 no matter what.)

6. LEGO SETS SHOULD LOOK LIKE THEY'RE MADE OF LEGOS. no more big, custom-built pieces that hide a model from being what it is.Take modern LEGO Planes for instance: they may look realistic, but they Don't look very FUN. they don't have the particular angular quality that makes more Brick-built models os appealing. with that in mind..

7. BUILDING IS HALF THE FUN. Building a good set can be just as fun as playing with it. The models should reflect this. they should be made of seemingly standard pieces (no I don't mean all sets should be built with standard 2x4s) it should feel like you made something from nothing. A lot of big pieces made specifically for the model at hand takes away from that feeling, and makes it feel like a "Build it yourself" toy, not a Lego set. With Lego's, you should feel like your in charge. the Instructions should feel more like suggestions of what to build (I'm exaggerating a bit, but my point still stands)

8. NO MORE STICKERS!! Stickers aren't fun. stickers are enemies of fun. Nobody likes to have to put decals all over their sets. sure it makes some pieces more interchangeable, but that's just not worth having to tediously put those little bastards on. Sure, Stickers can be appropriate some times, but NOT as a substitute for textures and CERTAINLY not on minifigs.

well, there you have it. there's a total stranger's formula for making LEGO great again. some of my points were more clear then others, but I think all my Ideas are there.

I'm 90% sure that if ONE set is released that follows all of these guides, it'll be your most successful in years.

If not, well, what harm could reverting back to your golden age possibly do? I know that these changes (especially having the old colors back) Would make a lot of people happy. (and MUCH MUCH MUCH more willing to buy new sets. admittedly, I haven't bought a single set made after 2005, and even then I wasn't buying nearly as much as I was back in the Golden age.

Thanks for Reading the whole thing. I hope you heed my advice, for Our good and for your good.

[KimT]

That's a very fine letter.

I'd send it to LEGO Customer Services if I was you.

You can find the emal section here.

I know that they are very happy for any feedback they can get and all feedback is registered and circulated within TLG.

So send them the mail, but do not expect much of an answer - since it's a game of registering and dividing your feedback to the proper workgroups within TLG, it would be nearly impossible to create an answer. You'll probably get the "neutral" thanks for your comments, we'll look into it. And they will.

Hope thish helps

[Inertia]

I agree with KimT, you've written a good letter, but....

TLC might just take this as Hatemail, your tone in some parts is very accusing... Also the use of capitals convey a lot of anger.

You should maybe also change Legos. TLC had a popup saying that it's pronounced LEGO when it's in plural form.

Not that all your ideas are bad, but some are very controversial, modular structures are easier for kids to build, as it's quicker and allows more playability.

Also, I like the new dirtbikes, they're proper renditions of motor bikes in real life and you can use them in a number of different ways.

That's my two cents.

Edited August 10, 2008 by Inertia

[The Cobra]

I've got two cents, too.

I think you should not write "Legos". On the official site they clearly state they don't like it. And Imho, fun lasted until 1996 (Juniorization came in 1997).

Still, you said a lot of right things.

Edited August 10, 2008 by The Cobra

[Shadows]

Without even commenting on the content much, I'm going to give you a quick lesson in corporate communication, because I'm annoying like that (but trust me, it matters).

Keep it short. Four paragraphs in, you've lost your reader. If it's more than a page, it won't be read in it's entirety. It's why I didn't read your full post.

Write properly. Spell-check it, review it manually, try to pay attention to dropped words. I saw at least one instance of that in the bit I scanned. It's an easy mistake. You know what you want to say, so when you read it you see the dropped word, even though it isn't there. They won't. A poorly formed letter will be dismissed.

Be direct, but not blunt. Calm, polite language says a great deal about the author and greatly increases the chance that what you write will be read and even considered. Anger and rudeness guarantees failure.

Constructive criticism is always best. If you don't like something, don't just cut it down. Instead, explain what you do like, and how it differs from what is being presented. If possible, point out something good and something bad in each point. People are more receptive to that.

Choose your battles wisely. Too many LEGO complaints involve the myth of juniorization (save it for another thread or I'll go on for hours proving that castles in 1984 were just as <insert that tiresome argument> as 1994, 2004, and now) or the colour change. They've heard it before. Pick a couple of things that are very important to you, things that they could potentially change without causing the company financial ruin, and pitch those.

Find an angle. If you want a new part, explain how useful it could be in a variety of themes and situations. Sell the whole idea, don't just drop it out there and expect them to suddenly realise all of the potential it has.

Beyond that, just write what you feel, then reread it a dozen times, word by word, until it's the way it should be. Take your time, consider everything you say, and then give it a shot.

Good luck!

[hamilton]

Its actually a rather poorly written over-opinionated piece of (intended) correspondence.

The letter is just a volley of personal taste and self opinion full of objectionable statements, many of which

the Lego Company has proven to be factually incorrect, by way of stringent consumer testing and thorough research.

It is nice to see you got to vent in public, and share your frustration with others (the beauty of forums), but seriously,

how many letters like this do you think the Lego Company receive each week?

[Mattieshoe]

But that's the thing: Focus testing doesn't get you anywhere.

It's like an architect asking the owner how to build a house.

they should have Talented designers telling them what to build: not a bunch of Kids.

According to kids, 2004 was the best year for LEGO.

Edited August 10, 2008 by Mattieshoe

[KimT]

I'm pretty sure TLG have a different opinion on that.

And they do have talented designers - who do you think designs the Cafe Corner, Statue of Liberty, Star Wars and other sets, they produce? - Children?

Why so agressive? If you find LEGO that bad, then just switch to another brand.

Send the mail and see what happens.

[CP5670]

Its actually a rather poorly written over-opinionated piece of (intended) correspondence.

The letter is just a volley of personal taste and self opinion full of objectionable statements, many of which

the Lego Company has proven to be factually incorrect, by way of stringent consumer testing and thorough research.

It is nice to see you got to vent in public, and share your frustration with others (the beauty of forums), but seriously,

how many letters like this do you think the Lego Company receive each week?

Unfortunately, I have the same opinion of this letter. I agree with some of your points but they lack any justification at all. "Fun" and "good" can mean just about anything.

In any case, even if it was well written, it won't do any good. TLG has repeatedly shown in the past that they don't directly pay attention to the opinions of the AFOL communities, and far more widespread and coordinated efforts to get them to change a decision have failed. (just look at the gray colors or 9V trains, for example)

[Big Pete]

I got totally bored after the first rant about the Indiana Jones set.

Sorry ...

[metalandi]

I'm very sorry, but i most likely think they will delete this even without fully reading it. It's got almost no constructive critism and there are honestly some things that i don't even see as bad stuff. For me it really just sounds like you want to impede progress and whining after the old times, sorry.

Edited August 11, 2008 by metalandi

[Captain Green Hair]

Who needs sets? Throw away the plans and build whatever you like!

Seriously that is what i love about lego, and apart from the <insert that tiresome argument> years, i think they are doing great at the moment.

[Opproperaar]

I'm going to have to go with the rest here.

* Be more suggestive and try to come over less 'commandingly'.

* In the light of the previous tip, drop the Caps Lock, it comes over as if you are shouting. If you want to point something out in particular underlining, italic writing or perhaps an exclamation mark will more than suffice.

* Keep it short, the art is to try and say what you want to say in a short text but still hammer the point home. I haven't read your entire text.

* Check your spelling and grammer (e.g. the difference between the use of 'then' and 'than' - spaces where appropiate - spelling mistakes)

* Lastly, many of your opinions are simply too personal. That doesn't necessarily mean they're no good but unless there's a sizeable share of costumers who share your opinion it is unlikely TLC (or any other company for that matter) will listen. Furthermore, as already mentioned countless times on these boards, TLC goes for kids, not AFOLs or TFOLs. They are first and foremost interested in what they want, not us.

And as Captain Greenhair pointed out - screw the sets, order the bricks, or simply buy sets as parts packs. The entire point of lego is being able to build what you want, what you imagine. Don't like the set? Tear it down!

Edited August 11, 2008 by Hairy Ruben

[Hinckley]

But that's the thing: Focus testing doesn't get you anywhere.

They know their main target market and they do intensive focus testing. While they know their test markets contradict each other, they know they have to appeal to both (they are the US and Germany). From what I've learned they know this dumbs down the design but have talented designers making much better sets now than the juniorization days. And their main market is kids. They are trying to market towards AFOLs as they've realized it's a huge potential market, but the bigger market is still the kids. They've found that test marketing does work and they know how to utilize the results the get from focus groups.

I agree with people's assessment that your letter is over-opinionated and poorly written. For example, starting a letter with

I don't know who's reading this, or how much power you have, but whoever you are...

is likely to make them delete it right there. If you want to be taken seriously, you should research the company and find out who is in charge of such things and address a letter to that person.

According to kids, 2004 was the best year for LEGO.

Do you have evidence to support that? And I thought we weren't supposed to listen to kids anyway. My honest advice to you is to really think about what you say before you post it. Enjoy LEGO and don't try to find something wrong with what they do. That seems to always lead to negative behavior and perpetual complaining. Maybe start by writing them a letter about how much you enjoy the product and how much it's improved lately. Then sneak in a suggestion for improvement and then go back to thanking them for making a cool product. You are more likely to get a response that way, but honestly-they are likely to just send you a form letter either way.

So, my advice is to go to a convention and meet TLG employees and engage them in conversation. That's probably the best way to get their ear. They probably get a ton of e-mail just like yours and don't pay much attention to it...

[Fatespuppet]

Coming from the corporate world I have to concur with the sentiments already expressed in previous posts. Rants are going to get nowhere fast, especially when they are filled with typos and spelling errors. I'm obviously not a literary genius, but I picked up on half a dozen problems(ignoring the capitalized words) in the introduction alone.

There is a reason so many people adopt simple methods of reviewing products and services in our society. A thumbs up or 3 star rating is quick and easy to understand. Be mindful of that in your letter and it will have a higher chance of avoiding deletion.

The best criticism is one sandwiched between two praises.

[Cardinal Brick]

It seems to me a strange thing, mystifying that we’re still doing so much complaining, Lego has produced amazing sets over the last few years it’s cut down of licences etc nearly everything that we’ve demanded!

The criticism of focus testing seems a very odd one to me, as Hinckley said they need a great understanding of their market as its shrinking every year.

It's like an architect asking the owner how to build a house.

Isn’t it more like and architect asking what you want your house to be like? Which is what I’d expect if I hired an architect.

I spend a lot of time dealing with complaints, and the one that are most easy to deal with are those which, state a short complaint and suggest a remedy that I can understand. If I looked at your letter I’d have to ask what does ‘FUN’ mean isn’t it just subjective and therefore is there anything I can do … well the answer would probably be no.

[Zzz]

I'm pretty sure TLG have a different opinion on that.

And they do have talented designers - who do you think designs the Cafe Corner, Statue of Liberty, Star Wars and other sets, they produce? - Children?

Why so agressive? If you find LEGO that bad, then just switch to another brand.

Send the mail and see what happens.

I am not here to criticize you, but didn't you just say that it is "a very fine letter"? Didn't get that. And: no intention of any critic!

To the letter: I disagree with a lot (perhaps most) of your opinion. I don't want to point out each detail of it, but TLC had good half year results, people in this forum are overall quite happy with the work of TLC and everyone has quite a positive feeling about next year. If you personally don't accept the newer sets, just stick with the older, no?

[Mattieshoe]

I actually started this letter quite a while ago.

I found it on my computer, and finished it.

It definitely doesn't apply as well today as it did in 2005 (When I started it), but some of the points still apply.

I really do feel that we should go back to the old Light/Dark Greys and browns, as well as limiting the use of more "Custom" colors, like that spinach green that comes in only a handful of sets.

Also, I feel like the Minifigures of today could be better.

They all have that 'Tude expression on their face that makes them look like jerks.

also, maybe limiting the use of Technic elements in System sets. Sure they're appropriate sometimes, but they often take from the fun of a set.

Otherwise,. I think things are looking up for LEGO.

As long as they make these MINOR changes, I think we could be looking at an other golden age.

Edited August 15, 2008 by Mattieshoe

[Hinckley]

I really do feel that we should go back to the old Light/Dark Greys and browns...

Honestly, I think it would be a healthy decision to just let that go...

[Klaus-Dieter]

Except for some formal mistakes and the length of the letter I must say that I do agree in the most points Mattieshoe is writing out.

I don't have much problems with the new colors and stickers in sets (as long as they aren't on the minifigs ) - but there are points where I really agree with Mattieshoe:

Too much licensed themes take away the fun and playability:

Do only look at the Indiana Jones sets: Of course they are very well designed - I don't doubt that. But a new Adventure or Western theme would have been much better!

Brnging back old molds:

I agree in this point, too: There have been a lot of great parts/bricks (like e. g. the motorcycles Mattieshoe mentions) which I really miss because they looked much more lovely than today's parts/bricks.

The "choose of the right sets":

I think that TLG is too worried about which sets to make that sell very well . An example for the City theme: Of course fire and police stations are the top sellers. But - like you can see with e. g. the harbor theme - kids like civilian (meaning not fire, hospital and police) sets very much, too. At this point you can see that the more classic sets and themes were - and still are - surely as liked as new themes and sets.

Klaus-Dieter

[Mattieshoe]

Honestly, I think it would be a healthy decision to just let that go...

Why let it go?

TLG has followed our feedback before, so why would reverting to the more appealing greys/browns be any different?

I personally hate these new colors. I think they're obnoxious and ding, and they're keeping me from buying any new LEGO sets. I'm sure I'm not the only one who feels this way.

[Hinckley]

Why let it go?

TLG has followed our feedback before, so why would reverting to the more appealing greys/browns be any different?

I personally hate these new colors. I think they're obnoxious and ding, and they're keeping me from buying any new LEGO sets. I'm sure I'm not the only one who feels this way.

Well, it's been almost five years since the change and it's already been answered again and again by TLG why they won't be changing back. They do listen to our feedback, but this is an issue it's best to move on from. They don't seem to be suffering from your boycott enough to change back. Anyway, I always worry when people bring this subject up. When a topic turns to the color changes it almost always turns out bad. So, while your opinion is certainly valid, I think you should at least think about the advice people have given you in this topic. Try to re-write the letter and frame the negative between two positives. Otherwise, it seems like you just want to be negative and argumentative. It's always healthy to talk about the things that keep you a fan of the hobby as well. Go ahead. Try it.

[CP5670]

Well, it's been almost five years since the change and it's already been answered again and again by TLG why they won't be changing back.

I can see why they will not change it back now, as they would annoy just as many people as they would make happy. Out of curiosity though, what exactly did they say about it? I know their official reason for changing it in the first place (which I honestly don't think was the real reason at all), but didn't know they had responded to a follow-up question like that.

[Mattieshoe]

Who would get Annoyed?

I don't think anyone fancies the new grey. It just doesn't look nice.

They did it to us five years ago, what's the big deal changing it NOW? and besides, this time it's a change for the better. the old colors are just much warmer and more fun. ask any artist and they'll tell you why. I did a small survey with people who had no known experience with LEGO. I showed ten different people the two Light Greys, the two Dark Greys, and the two Browns.

7/10 people liked the old Light Grey better, 8/10 people liked the old Dark Grey better, and 7/10 liked the old Brown better.

pretty unanimous.

Edited August 16, 2008 by Mattieshoe

[Stash2Sixx]

OK!!!!

Lemme jump in here real quick.

So you can end this color discussion, colors were changed for a few reasons, one particularly is that these new ones are not suppossed to fade. I have my old grey from '85, and lemme tell you, it is dirty! No, sorry, it is FILTHY!!! So is the yellow and so is the white. It's much better to have FOUR shades of grey to use as oppossed to two? How about three different shades of brown?

I love the new browns and greys!!!

Anyway, like Hinckley and IS have said, if you send that letter, it is just going to get pushed off to the side. I read letters and mail all day where I work "wink, wink" and a lot of the stuff gets pushed to the side. It is too long, there is no focused point, and it just seems to carry an angry demeanor. So refine it, LEAVE OUT THE COLOR COMMENTARY, and pick a few main points. If you try that, you may actually get a response and not a preprinted response!

I'm sure we would be happy to proofread your letter when it is rewritten, I know I would.