You will not believe what LEGO said to me!

[martinsuper]

As you know, and as I posted in another thread, I wrote a letter to LEGO. Here is their response:

Dear Martin

Thank you for contacting us on 04/15/09 and for your interest in LEGO® brand products.

As you know, versatility is the foundation of LEGO toys, and, since LEGO enthusiasts and their families are so creative, we receive many new product ideas from parents and children. We sincerely appreciate your generous intent-it is quite a compliment when a consumer voluntarily takes their valuable time to share their thoughts with us.

Each year, hundreds of new LEGO sets are introduced and our assortment now includes exciting new items such as games and puzzles. Within the LEGO Group, there are several research and development areas, whose sole purpose is to formulate new product ideas, compatible elements, instructions booklets, etc. From start to finish, a new item will require in-depth research and design work long before it appears at your local store.

To avoid confusion about the origin of products during that development process, we have a company policy that prohibits reviewing third-party ideas and suggestions, or even discussing any ideas for new products that enthusiasts would like to make and sell under the LEGO logo through a licensing agreement. Although this position may be difficult to understand, it has been carefully considered by the LEGO Group. The policy is in place because we have invested considerable resources in our own product development departments, which utilize the efforts of professional designers as well as other creative personnel. Those professionals work hard to independently develop our existing product lines and develop ideas for new products within our particular business areas.

Thank you again for contacting us. We wish your family many happy hours of creative building with LEGO brand toys in the years to come.

Norma

LEGO Direct Consumer Services

Here is my response:

Well, I appreciate the response, but I can tell you that ignoring your customer base makes absolutely no sense what so ever. This is the same formula that American Car manufacturers used to work their way into failure. I will not simply buy whatever you make, that is a mentality of general motors. Maybe you should have a mentality of toyota, and make what people want?

Lego enthusiasts have wanted and yearned for a big imperial flag ship since pirate lego came out. Why is it so hard for you to just give us what we want? Just once?

Furthermore, what about 32X32 blue baseplates? Builders need this simple part very badly. It is a part you have already made! What would the problem be in making these again? This has nothing to do with design, but you responded to my message with a generic e-mail instead of answering it point by point.

Deliberetly making a disconnect with the people who use your product and the people who design your product can in NO WAY be considered a rational or logical business model. Some of the greatest products in world history, became that way due to user input. This is true for such items as the classic Pontiac GTO made by general motors, or even fighter planes of WW2 that were developed by using pilot suggestions.

The main issue I had with your response is that it had the tone that your people were smarter than me, the simple "consumer". I find that hard to believe because you are the ones who want my hard earned money, isnt that true? Perhaps it is time to craft a response to my suggestions that is not generic, or even take the time for a phone call?

Thank You,

Martin Super

[Algernon]

They said the same thing to me when I suggested a Steampunk line. It makes sense, really- if they take ideas from us, what's stopping us from legally claiming a piece of the profit? They wouldn't want that and LEGO Futuron is perfectly capable of coming up with ideas themselves. This isn't really a new policy, it's just reaffirming what LEGO's been doing for years. I see no problem here.

EDIT: Reading your response, I have to add that while LEGO Futuron employees may not be smarter than you, they sure as hell know more about this than you. Please.

Edited April 15, 2009 by Algernon

[Eilif]

Martin,

I don't mean to burst your bubble, but it's not LEGO talking down to you. It's accepted practice for companies to protect the proprietary designs of their products by not accepting any unsolicited input or product suggestions. A company that accepts unsolicited customer suggestions may later be sued by that customer for using their design without compensation. Thus the line about "origin of products". In many companies, the established rule is to not even acknowledge the suggestion with a response so that there is no legal basis for establishing that the company recieved the suggestion.

I think that I read your earlier letter (this should really be in that thread for the sake of continuity), and it appears that your letter was flagged for having a set suggestion, and thus you received the form letter above. I agree that it would have been nice to recieve a personal response, but businesses these days just can't afford to do that for every letter (as shown by the form letters that we all recieved durring the PAB price boondoggle) and a response addressing your specific suggestion would have been in breach of thier policy.

I also think that LEGO could do more to involve thier customers, but it must be said that in the past 10 years, LEGO has become a MUCH more responsive company. Ambassadors, participation in AFOL events, using selected groups of AFOL's for development of certain sets, etc are huge changes from the way LEGO used to be run.

I don't want to be the LEGO fanboy here, I just wanted to make everyone aware of certain realities.

Edited April 15, 2009 by Eilif

[Corvus]

It sounds like writing a letter directly to lego wasn't the best way to get their attention- they get a lot of it most likely from little kids and adults like you. Thus, they block it all and send them all a form letter.

They'll listen much better when we all group together with the Ambassadors.

[meschepers]

That reads about the same as a letter I got when I a youngster. I suggested that they do a Wild West line complete with bison and Native Americans. I got a letter back from them saying about the same things as what you got. It isn't a new policy in any way, it have been around since at least before the Wild West theme came out. There really is no reason to get upset about this. All your second letter is going to do is come off as pithy and chances are you won't get a kind response, you'll just be a laughing stock around the LEGO offices.

They took the time to send you a letter about how they can't take new ideas from customers. Did you really expect a call? I wonder how many letters like yours they get every day, I wonder how many they get about people wanting new and larger ships for the soldiers.

I personally believe you are overreacting. I was disappointed when I got my letter as a child, but not furious.

[Bonaparte]

Lego has this policy for years already. And from an intellectual ownership perspective it makes a lot of sense!

[nearlynormal]

I think the replies to this post have done a superb job already of detailing the realities of a large, international company and proprietary rights. You just have to consider the sheer volume of letters likely received by Lego (probably read by people in a position unable to really do much about your suggestions moreover), the legal issues of suggestions, and probably just as significant - the nature of this product!

I think we are all Lego enthusiasts partly or in whole because of the creativity it allows. We don't have to adhere to the sets released by Lego to build what our own individual tastes and desires would like to see become a reality. I love that about Legos. It probably contributes at least somewhat to Lego's stance when it comes to specific demands or requests from adult collectors. You don't like the sets Lego is giving you, you at least have the option of making something better on your own. Not the best solution, but still a solution. The fact that Lego pieces allow this will make any argument about being provided specific kinds of sets almost null to the Lego corporation.

I agree with the sentiment that you shouldn't take the letter personally. Yes, it is disappointing when a company you support so strongly and give your money to doesn't take the time to address your concerns personally, but realistically what can you expect of any international company that receives thousands if not millions of inquiries and comments each year?

A single letter full of signatures (if a consensus can indeed be found) would be a better route towards your goals. Better than confrontational or angry correspondence. This, I've found, will get you absolutely nowhere in these kinds of situations.

[SWMAN]

I have to agree with what everyone has said. Lego has to protect themselves legally and financially. If they took customers ideas and used them to make products, customers could claim a profit. Also, I am sure that they get thousands of letters everyday referring to new products that people want to see. The simply do not have the time or manpower to sort through all of them looking for good ideas. It is not a personal attack on you, simply a response that they have to send out to everybody with similar inquires. Also, I am sure that the people who work for Lego know a little bit more about doing this than you do. No offense, but begging for them to make a large Imperial Flagship isn't going to work. They have probably looked at a million more possibilities for sets than they release, but fiscally they don't make sense. Saying that they never give us what we ask for is not entirely correct. Look at the poll that they put out for a new Star Wars set to celebrate the 10th Anniversary. Fans wanted Home One, and Lego is delivering. Also, look at the sets that have been designed by customers that have been turned into mass-produced sets. Saying that Lego should give you a set because you ask for it is like saying your parents should get you a BMW because you ask for it. A lot of people want one and they are really cool, but financially it is not responsible or even possible. Also, I am not really sure how comparing Lego, a toy company, to GM makes much sense. GM has simply not kept up with the changing times where people want smaller and more fuel-efficient cars. Lego is not competing with 20 other companies to make the most fuel-efficient plastic building block.

Edited April 15, 2009 by SWMAN

[The Green Brick Giant]

What is the problem?

They can't take any ideas from anyone like the way you sent in, they would be sued if they made the sets. If you want to put your info in LEGO asks for ideas once a year, at least they have for City.

[mania3]

Yeah, I absolutely have to side with LEGO here. From a legal perspective, it's pretty smart. It's not really a question of them not listening to their customers, because they obviously do (look at the Ambassador program).

[Capt. Kirk]

I find your reply very hard...

Because customer service representative does not make these kind of decisions... she is just doing her job.

Don't forget that TLC is a international company... this means that they do what they want at the end.

I don't say TLC don't listen to the customers but at second place or maybe third place.

At the end it's all about money... never forget this because TLC isn't a benevolences institution.

Also don't forget that in 2003-2004 TLC made the wrong choices. Because of the fact that they spend more money in side-products (t-shirts, moks, ect). The reason for this... they didn't realy listen to the customers (I only can hope that they learned their lesson). But we have the Ambassador program now.

[Legoking]

Your letter was not a complete failure. Maybe designers looked at this because most designers get their ideas from fans like you. So I would not count on TLC making a bluecoat ship, but don't give up your idea.

LegoKing

[Hewman]

Maybe designers looked at this because most designers get their ideas from fans like you. ing

I really don't think designers get any ideas from fans, they're highly creative people that have no problem coming up with many ideas on their own. This letter wouldn't have made it anywhere near the designers. When Lego wants input they ask for it, and they give fans a lot more input than most companies.

A suggestion for next time you write to them, ask if there are plans for a particular set within a theme that you'd like to see made, because if there seems to be a lot of demand for something it is more likely to get made. Sure you won't get a more helpful response back, they'll tell you they can't release this kind of information blah blah blah but it will at least let them know what at least one fan would want.

[Capt. Kirk]

I really don't think designers get any ideas from fans, they're highly creative people that have no problem coming up with many ideas on their own.

--> They just look around what is popular (at other toy companies or movies or ...).

--> Not so hard to do... the product itself is another story.

This letter wouldn't have made it anywhere near the designers. When Lego wants input they ask for it, and they give fans a lot more input than most companies.

--> I can only agree with this.

A suggestion for next time you write to them, ask if there are plans for a particular set within a theme that you'd like to see made, because if there seems to be a lot of demand for something it is more likely to get made. Sure you won't get a more helpful response back, they'll tell you they can't release this kind of information blah blah blah but it will at least let them know what at least one fan would want.

--> Once again I agree fully.

[dhaas06]

To be honest, I am really embarrassed by your reply, as it harms the image of the rest of the (usually) peaceful AFOL community. That customer service representative does not make these kind of decisions, whether they are good or bad. She did her job very well, and she did as she has been instructed. Please try to realize that, even though it can feel like we know what people want, they have an entire professional team that is trained to do just that. So much goes into the complicated process of selecting products, and there is much more to it than even satisfying adults alone.

Think of it this way:

How amazing is Lego? Consider that everything we cherish, everything that we love, whether it be specific parts, themes, figures, or even the concept of these plastic interlocking pieces in the first place~ the Lego Group created this heaven on earth without our help. What I'm saying is, even if something doesn't make sense to us, we are not the masterminds with the track record of the last 50 marvelous years. They are. No company is perfect, but like others have said, TLG has already taken tremendous steps the last few years to cater to AFOLs in new ways, and I for one greatly appreciate it.

[Hinckley]

I do believe what they said to you and I don't find it surprising at all. I'm a little surprised you compared them to GM as the two companies don't seem to bear any connection the way you've implied in your response. I have to agree with a couple of the others that your response made me cringe a bit. You're reading a "tone" that doesn't appear in the written word. They didn't owe you a response, necessarily and although it seems pieced together from auto-responders, someone made sure that you got a thorough and polite explanation of the company's policy. I think sometimes people get up on their soap box when they're behind their computer keyboard and don't use common respect the way they would if they were speaking face to face with someone. That being said, your reaction seems to be a bit knee-jerk and disproportionate.

I think the best way to get your ideas put into practice is to build what you want to see, post your creations in the community and maybe, someday, they'll ask you to create a Factory set. But, if you continue to attack them in the mean time, they may be less likely to involve you in such a project. So while your reaction to this situation will certainly get some people's attention, having a positive attitude over a longer period of time builds better positive relationships and will get you closer to your goals. So, try to keep things in perspective when something like this happens.

[AwesomeStar]

Word ^

...

Ugh, I'm pathetically uncool...

Agreed^

~A.S.

Edited April 16, 2009 by AwesomeStar

[Guss]

To be honest, I am really embarrassed by your reply, as it harms the image of the rest of the (usually) peaceful AFOL community.

totally agree with it...

Martinsuper, they don't ignore the customers, the ambassador program is here for this.. Imagine if all the lego customers send a mail/letter to TLG to tell their ideas, Imagine the amount of mails!!

[martinsuper]

Well then, it appears I am the black sheep here. I will take this title willingly because what I have said, I have said. Of that, I have no regrets. My tone was what it was supposed to be, because I am very frustrated with LEGO right now.

If you all want to disagree with me, that is fine, and that is your right.

I for one will not be a "LEGO borg" and accept their lame excuse for why they won't build what EVERY ONE of you have said you would like to buy.

If you want to cringe at me, that is fine. If you disagree with me, that is fine.

I guess I will let the whole thing drop right here and know, and I know where I stand. I will not however change my opinion or apoligize for anything I have said, so don't hold your breath.

So, lets talk about something else then...

-Super

[Alice]

If you want a blue baseplate, buy one on bricklink. Stop whining about policies which every large company has and has for a reason and that is to protect itself. If the policy wasn't in place, then we might not still be able to enjoy our favorite toy/hobby/lifestyle. Here is the link for 32x32 blue baseplates on bricklink, just buy one! http://www.bricklink.com/search.asp?colorID=7&itemID=710

[martinsuper]

If you want a blue baseplate, buy one on bricklink. Stop whining about policies which every large company has and has for a reason and that is to protect itself. If the policy wasn't in place, then we might not still be able to enjoy our favorite toy/hobby/lifestyle. Here is the link for 32x32 blue baseplates on bricklink, just buy one! http://www.bricklink.com/search.asp?colorID=7&itemID=710

Alice, I know all about bricklink. It sucks a couple hundred dollars out of me every month. No one on bricklink has 30 32x32 basepates for me to buy....

LEGO would if they made them.

As for my "whining", I just have started to settle down from this whole thing, so I'll just pretend you didn't say it.

[AwesomeStar]

To some up what everyone's said in my usual sarcastic manner:

"Way to go, Martin!"

While no hurt was intended by that just and sarky comment, I felt obliged to all of EB to come out and say it.

~A.S.

Edited April 16, 2009 by AwesomeStar

[martinsuper]

To some up what everyone's said in my usual sarcastic manner:

"Way to go, Martin!"

While no hurt was intended by that just and sarky comment, I felt obliged to all of EB to come out and say it.

~A.S.

You're one of my favorites, you know that?

[AwesomeStar]

You're one of my favorites, you know that?

Well, sure. I'm everyone's favourite sarcastic topic-summer-upper

Its only natural that you feel that way, Martin!

~A.S.

[General Armendariz]

It would be pretty bad if they took advice from us the world would be in pain

Anyways you tried your hardest to help!