Custom Kits

[roamingstop]

Hi Ambassadors

A question if you may... Lego often make really nice sets with multiple models sold in different bags. E.g. Emerald Night : Bag(s) 1 are Engine, Bag(s) 2 are Tender and Bags 3 are Carriage. I know selling a complete carriage seperately wont work (discussed in many threads)... but would TLG be in a position to do custom kits based on Pick a Bag from a Set? Perhaps through the Pick a Brick Website where all the bag elements are available as a sub group?

One example where this could be useful is in the new Cargo train where im sure a lot of people would like the Yellow Loco (Bags 1?) and maybe 4 Oil Wagons (Bags 2?) as a custom set (without instructions or box). Similarly Yellow Loco and Frieght wagons (Bag 3). This could also apply for the other ranges were bags are used to make sub models.

Im sure enterprising individuals will offer such services via Bricklink / Ebay (etc) - and good luck to them. But it could be a nice way to enhance sales of some models without being causing too many changes to the selling line (or new Kit numbers). The official sets remain with official numbers; and Pick A Bag remains purely that.

Apologies if trains brings out a flame response (especially with the Emerald Night Carriage Saga) it is just that it makes a great example. Others could be Battle of Endor (AT Scout), Some of the Persia sets etc...

Kind regards,

RS

[CopMike]

Hi RS!

I´ve posted your question/suggestion in the Ambassadors forum. Let´s see what answers I get !

[Cecilie]

This would actually be very interesting, and a great way to get more wagons for a train without having to buy a complete extra set! And I'm sure it could be useful for other types of sets as well, such as getting more floors to a building or extra vehicles from a larger set. I'd definitely use this if it was an option

Edited May 10, 2010 by Cecilie

[MacK]

This is a very interesting idea, but wouldn't a lot of people exploit it just to get minifigs or a certain vehicle out of a set. Lots of people only buy certain sets for the unique minifigs so with this option much of Lego's profit could be lost.

Just some food for thought.

[prateek]

This is a very interesting idea, but wouldn't a lot of people exploit it just to get minifigs or a certain vehicle out of a set. Lots of people only buy certain sets for the unique minifigs so with this option much of Lego's profit could be lost.

Just some food for thought.

I was just thinking that too. One solution would be to make the prices of these bags higher than they would be if you take one out of the set and make the price proportionate to the set.

[roamingstop]

I was just thinking that too. One solution would be to make the prices of these bags higher than they would be if you take one out of the set and make the price proportionate to the set.

Actually that is the only way to make it worthwhile - as the economics of running products is to sell on volume as much as possible. As an example, Lego would rather sell you 2x model at $50 than 1x $50 and 1x$25 (for a bag).

However if the bags (or similarly pre-grouped items) is added via Pick a Brick - and you pay a premium (e.g. 10$ sourcing fund) then for those who want a certain set of minifigs / elements will probably find purchasing and selling elements from the whole sets more economical - which is what TLG would want. For the small families (and not AFOL's) it may be that parents can afford to buy child_A an extra wagon or two for his train... or a speed biker or something as a special gift (or bought with pocket money)... without having to worry about breaking the bank.

The main thing is to ensure that you do not eat into the market of existing products; in any way - but to facilitate ways to extend a modest but successful market in slightly different area. Pick a Brick obviously works fairly well - and kit elements / bags would probably sell like hot cakes. To be honest it is something I would want to see piloted with certain models (possibly low volume ones) to see if it helps.

E.g. 10197 Fire Station has 2.5 floors... and 1930's little fire truck; sells for $150 with ~2200 pieces. Adding an extra upper floor could look good.. lets assume a price tag of $50-80. A KFOL could be happy to have a slight height extension and may be able to afford it for birthday or with pocket money.

Similarly they might like a second truck ~$40. But wait... most other fire trucks retail between $30 and $40 - so it becomes expensive... a complete modern station (e.g. 7208) retails at $80... with multiple fire trucks. If you are building a large 1930's fire service... then you would be buying more fire stations for all the parts... but there would still be a limited appeal for the bags.

E.g. Grand Emporium has 3 floors and sells for 150$, and 2100+ pieces. Assume that you want an extra floor; approximately 700 pieces. If sold for $50 a floor... people would probably buy 1x GE plus 1 or 2 x Floor... and overall volumes would drop.

If each floor bag was $80... some people would stretch to getting an extra floor and be happy... those AFOL Jones' would want more... at which point buying 2x GE is more economical for everyone. (Im not saying $80 is a good price; it would still be expensive!).

Similarly EN train... sells for $100. Contains four '1' bags, one '2' bag and one '3' bag. Carriage base, buffers and wheels are in unlabeled bag (possibly NOT sold separately?). For those looking to build a second carriage it would probably need to retail for at least $40 (which is what it goes for online). AFOL's would probably want to get 2x EN because they would like the dark green elements to mod their train into something extra special... with a larger tender... and get 2 carriages. KFOL would probably want just a longer train to play with... and get carriages on its own...

We dont know the product management decisions of TLG but I hope by asking the question they could explore a new potential market with a couple of sets.

[CopMike]

Answer from Steve Witt:

The set won't get split apart because there would have to be a brand new production run and product number for the car by itself. Internally that would then have to be funded and it would all depend on whether or not D2C wanted to fund the car as a full on product (which I don't think they want to do). Another reason for not selling the car seperately is that it encourages people to buy the main train, its part of the value proposition and splitting it out would reduce our ability to sell the emerald night. "but steve, if I could just buy the car I'd buy a ton of them and LEGO would make more money!!!" we just haven't seen that to be the case in the past I'm sorry. The initial big train package sells well but the subsequent stuff doesn't necessarily follow suit with a large enough margin to justify it as its own product

steve

[Superkalle]

Thanks for the reply. It's a perfect example of the good communication the Ambassadors enable between TLG and the fan community. Even so, I'm guessing that it's sometimes hard to get rapid and adequate response from TLG, and I just wanted to let you know that we appreciate the effort you do CopMike

[CopMike]

........... and I just wanted to let you know that we appreciate the effort you do CopMike

You suck-up, flattery will get you nowhere ! Now, get back to LDD!

[Superkalle]

You suck-up, flattery will get you nowhere ! Now, get back to LDD!

Be nice! You know soon LDD will RULE the world, and you will all become assimilated....Moohhaaa, hA, HA, Ha, Ha, ha h a a.....No wait! Wrong forum!

[roamingstop]

Dear CopMike and Steve

Thanks for answering this question. It was not intended to be specific for a train (I would have expected this answer anyway) but expand out to other sets in general. However it is useful to better understand decisions and ideas from TLG... and it seems that purchasing the full set is preferred solution...

Kind regards

RS in UK waiting BA strikes and Ash Clouds...

[CP5670]

Another reason for not selling the car seperately is that it encourages people to buy the main train, its part of the value proposition and splitting it out would reduce our ability to sell the emerald night.

I've seen this argument from TLG before, but it only covers half of the picture. It only applies to committed buyers who want the extended train at any cost, and it is true that TLG will make more revenue from them by not offering a standalone carriage. On the other hand, many casual train buyers (which always outnumber the hardcore fans) will simply decide to not buy the set at all if they think that a single carriage is inadequate. That's more or less what I did.

TLG's reasoning makes more sense for sets like the modular town buildings, which work very well as standalones and don't necessarily need to be expanded, but the Emerald Night with its single car suffers from the lack an expansion set much more.

[wmanidi]

Oh, come on. It would not need a whole new line. Bags could just be pulled from sets. Then they could be part of sales like buy Cafe' corner and get 1 floor for the creator Family House. [A very simple floor]. This would push sales for other themes too. :skull:

[Tom Bricks]

Not that i'm endorsing it or anything but if they come in separate bags couldn't you contact customer service. Conceivably a box could be missing one of the bags that was supposed to be in it, and therefore they would need to give you the missing bag right?

[Spyder]

Not that i'm endorsing it or anything but if they come in separate bags couldn't you contact customer service. Conceivably a box could be missing one of the bags that was supposed to be in it, and therefore they would need to give you the missing bag right?

I do it all the time, that's how I get most of my Lego.