How much revenue Lego generates out of Technic

[mobi]

Is this info released by Lego?

I guess Technic is somewhat lower ranking against other popular themes like Star Wars etc.

[Siegfried]

From what I've heard it's one of their most profitable lines, especially in places like Germany.

[Omikron]

Obviously most AFOL prefer technic over other sets. I think almost half or even more sets of every average AFOL are technic

Just try to imagine LEGO without technic - the brand feels quite empty

Edited March 7, 2012 by Omikron

[DLuders]

Since TLG is a privately-owned company, it does not publicly release its sales figures by Product Line, but it did release this official article: "LEGO Group sales up by 17% in 2011":

"Sales of classic lines such as LEGO City, LEGO Technic and LEGO Creator also rose sharply, while LEGO Ninjago, the Group’s major product launch in 2011 – a combination of traditional building sets and so called spinners – exceeded expectations and was the Group’s biggest product introduction ever."

Yes, Lego Technic has the highest sales success in Germany.

Edited March 7, 2012 by DLuders

[Siegfried]

Yes, Lego Technic has the highest sales success in Germany.

Thanks! I tried to find that story but I was in a hurry.

Obviously most AFOL prefer technic over other sets. I think almost half or even more sets of every average AFOL are technic

I'd like to agree... but I don't. Among my AFOL friends who I know personally I've got the best Technic collection. Many have zero...

Just try to imagine LEGO without technic - the brand feels quite empty

I do agree here though!

[Mr Copperhead]

Obviously most AFOL prefer technic over other sets. I think almost half or even more sets of every average AFOL are technic

Just try to imagine LEGO without technic - the brand feels quite empty

I'm not sure about that. I can only speak for myself but while I like the technic sets and enjoy reading threads on them, I don't own any. Every time I'm about to buy one, I end up buying something minifig scale instead because I like building cities. I just have to content myself with watching other people do cool stuff with technic.

[Paul Boratko]

Obviously most AFOL prefer technic over other sets. I think almost half or even more sets of every average AFOL are technic

Just try to imagine LEGO without technic - the brand feels quite empty

For as much as I wish this were true, sadly I don't think that it is...(at least here in the States anyways)

I have done several shows and various events and I would say that maybe 1 out of 10 adult builders at those same events are actually interested in pure Technic, and if they had kids, then their kids were also into it as well...

I think I remember reading that Technic makes up like 10% of Lego's entire sales...? I might be wrong though...

Edited March 7, 2012 by Paul Boratko

[KEvron]

I'd like to agree... but I don't.

yeah, i'd bet dollars to donuts that minifigs are the top sellers among afols.

KEvron

[Blakbird]

yeah, i'd bet dollars to donuts that minifigs are the top sellers among afols.

At least in the USA, Technic is almost non-existent at conventions. I'd say less than 1% of displays are Technic, so therefore I would say 99% of USA AFOLs are more interested in System. Listening to comments and gauging interest level at conventions, I would say the vast majority don't care about Technic at all. I think the situation is much different in Europe. Pictures I see from conventions over there have much larger Technic representation.

Even within this very forum (Eurobricks), you can see how much less interest there is in Technic compared with most other themes. Look at the traffic in Star Wars, for example.

I think Technic is intimidating to a lot of people who may not know much about mechanics or engineering. I think what they are missing is that you don't need to know anything. Technic is actually an excellent teaching tool for learning about these things, so as long as you can follow instructions, you can build a working gearbox, differential, etc.

[KEvron]

I think Technic is intimidating to a lot of people who may not know much about mechanics or engineering.

that's a factor, i'm sure, but there's also a "cultural" aspect to it: we yanks tend to like our memorabilia, and a theme like sw caters to that much more than the technic line would. licensed themes (potc, sw, potter, et al) have cross-over value, whereas technic models tend to bear only their face value. we also like serialization: baseball cards, coins, comic books, beanie babies, etc. "collect 'em all! trade 'em with your friends!"

KEvron

Edited March 7, 2012 by KEvron

[Meatman]

@ Blakbird & KEvron

Very well put!

I love the Technic theme of models, but I am not very good at building anything myself. I admit Technic intimidates me. I feel a little out of place on this forum with so many great builders because I don't build any MOCs of my own, but I do support Technic 100% I too think that Technic is a fantastic learning tool for children and adults as well.

Edited March 7, 2012 by Meatman

[Kronos]

Very well put!

I love the Technic theme of models, but I am not very good at building anything myself. I admit Technic intimidates me. I feel a little out of place on this forum with so many great builders because I don't build any MOCs of my own, but I do support Technic 100% I too think that Technic is a fantastic learning tool for children and adults as well.

Well spoken. I'm more than greatful for this forum. Also for the MOC builders out there that share their ideas, knowledge, and most of all, plans. Whether free or not. I MOD many Technic models, but have yet to MOC anything. I don't even know if I have it in me to.

[timslegos]

At least in the USA, Technic is almost non-existent at conventions. I'd say less than 1% of displays are Technic, so therefore I would say 99% of USA AFOLs are more interested in System. Listening to comments and gauging interest level at conventions, I would say the vast majority don't care about Technic at all. I think the situation is much different in Europe. Pictures I see from conventions over there have much larger Technic representation.

I would completely agree. Whenever i go to hobby shows or Lego shows it is always Lego Trains, never any Technic.

tim

[Crtlego]

As a student in a tech and science school, I thought I would meet many people who have (or used to have - prior to facing the work of school) an interest in lego technic. Unfortunately, I have not yet met such a person and my hopes are dwindling.

I can confirm Blakbird's statement about conventions here in the U.S. From the one BrickFair I had MOC's in, there were only one or two tables (~3' by 6'?) that had technic MOC's on display -and there were between 60 and 100 tables in total.

Is it possible that it is not the mechanical portion that discourages people but the price instead? IMHO, beginner models are cheap but unless you are as creative as Grohl in repurposing smaller MOC's, I don't feel like Technic is interesting until you have a large enough parts bank to actually build intricate MOC's. This might not be the case though since NXT's seem to be rather popular in the U.S.

[KEvron]

I have not yet met such a person

i blame lego for this. while they enjoy a small but avid adult customer base, they don't try to directly appeal to that base. they need to pursue an ad campaign that sells the product as one for the entire family. yes, they've dabbled in that approach a bit lately, but a more aggressive campaign aimed at an older demographic could payoff quite nicely in the long run.

you got 'em when they were young, lego, now hold onto 'em when they're old.

KEvron

[Blakbird]

i blame lego for this. while they enjoy a small but avid adult customer base, they don't try to directly appeal to that base. they need to pursue an ad campaign that sells the product as one for the entire family. yes, they've dabbled in that approach a bit lately, but a more aggressive campaign aimed at an older demographic could payoff quite nicely in the long run.

There are a couple things LEGO could do to placate the adult Technic collector. They have already done some of it by increasing the average size and complexity of sets over the last few years and in some cases offering sets that we've clearly begged for (like the supercar). As I mentioned earlier, the untapped market is the "ultimate collector" (10000 series) aimed at AFOLs. In my mind, not only would such a set be very large (4000-5000 parts), but also very complicated. It would not just be an even bigger version of a regular set, it would use methods and mechanisms that would not make it through the normal testing process of sets designed for kids. This would make it clear that it was aimed at an adult audience. Additionally, it would not have the needlessly simplistic instructions with 2-5 parts per step. It would be a proper technical building project. I'm drooling just thinking about it!

We should be careful what we wish for though. If TLG ever does release such a thing, it will be very expensive and therefore they won't sell many. I can easily imagine why there is no business case for doing so. But I can dream.

[Anio]

I doubt we will ever see a 4,000-5,0000 part set.

Just look at 8258. Even with a XL, some mechanisms experience difficulties because of all the gears.

For an official set, I think that a 2500 part set is the limit. Indeed, an official set has to match strong requirements regarding the building and playing experience. 8258 reached more or less this limit IMO.

Edited March 8, 2012 by Anio

[KEvron]

In my mind, not only would such a set be very large (4000-5000 parts), but also very complicated.

that would certainly appeal to we devoted, but i don't think a hefty price tag is the answer to capturing a larger audience. i think they need to aim the line, as is, at an older demographic. it won't happen overnight, but once you've firmly planted the notion that adults and lego are sanug, your bottom line is bound to grow fat.

KEvron

[DLuders]

As a "Yank" who grew up in Connecticut, I can say that Lego Technic is more popular in the USA's Northeast than it is in the Northwest. I went to the local Wal-Mart yesterday -- there was an entire row of Lego sets but NOT ONE of them was Technic. They had lots of Ninjago, Hero Factory, Star Wars, etc. Even the local Toys-R-Us store has only a few Technic sets.

How can folks get to appreciate Lego Technic if they can't even find them for sale? Even the Lego catalogs that we get in the mail have hardly any Technic offerings.

Nevertheless,

[Blakbird]

I doubt we will ever see a 4,000-5,0000 part set.

Just look at 8258. Even with a XL, some mechanisms experience difficulties because of all the gears.

For an official set, I think that a 2500 part set is the limit. Indeed, an official set has to match strong requirements regarding the building and playing experience. 8258 reached more or less this limit IMO.

The definition of an acceptable building and playing experience is different for adults than it is for kids. Use the Ultimate Collectors Millenium Falcon as an example. Unlike other Star Wars sets, it has virtually no play value but a lot of display and collectors value. A UCS Technic would be different because Technic has to function by definition, but I think it would be fundamentally different than a current set which is why it could be thousands of parts. Thousands of parts does not merely imply that it is bigger, so I don't think any limit of the strength of gears needs to be exceeded. It may simply have a vastly larger set of functions or much more complicated functions. Some of the MOC mobile cranes and Barman's harbor crane show just how large Technic models can be and still work. Grazi's tow truck is almost 5000 parts. I bet dikkie klijn's, M-longer's, and Sariel's are too. 2LEGOornot2LEGO and BricksonWheels have trucks that are truly massive and beautiful. Sheepo's cars also have extreme part counts. Functional Technic models of this scale are possible. I think combining Model Team looks and Technic function is one way to get the part count up and appeal to adults.

By the way, I have no expectation that such a set would have any motors at all, so the strength of them need not be an issue. I'd rather spend my money on functions than motors. As long as there was a provision to add motors if necessary, I'd be happy. Plenty of the examples above are motorized though.

I think Barman's big V-8 is an excellent example of an unusual type of model that can be built from Technic and would appeal to adults but not so much to kids. 3000 parts, easily driven with only 1 M-motor.

Edited March 8, 2012 by Blakbird

[KEvron]

As a "Yank" who grew up in Connecticut

heh. i should have looked at your bio. i'd have bet my last nickle that you were northern european. oh, the internets!

more heh. i tend to drop a lot of yankee idiom, and i have to wonder how much of it is grasped by our bilingual friends here.

KEvron

Edited March 8, 2012 by KEvron

[dhc6twinotter]

For as much as I wish this were true, sadly I don't think that it is...(at least here in the States anyways)

I have done several shows and various events and I would say that maybe 1 out of 10 adult builders at those same events are actually interested in pure Technic, and if they had kids, then their kids were also into it as well...

I think I remember reading that Technic makes up like 10% of Lego's entire sales...? I might be wrong though...

At least in the USA, Technic is almost non-existent at conventions. I'd say less than 1% of displays are Technic, so therefore I would say 99% of USA AFOLs are more interested in System. Listening to comments and gauging interest level at conventions, I would say the vast majority don't care about Technic at all. I think the situation is much different in Europe. Pictures I see from conventions over there have much larger Technic representation.

Even within this very forum (Eurobricks), you can see how much less interest there is in Technic compared with most other themes. Look at the traffic in Star Wars, for example.

I think Technic is intimidating to a lot of people who may not know much about mechanics or engineering. I think what they are missing is that you don't need to know anything. Technic is actually an excellent teaching tool for learning about these things, so as long as you can follow instructions, you can build a working gearbox, differential, etc.

I agree with both these posts. I haven't been to all the conventions in the States, but from what I've seen, there isn't very many of us Technic builders here. It seem like the larger events only bring in 3-5 pure Technic builders, and I've been to some other events where I was the only Technic builder present. Granted, there are some GBC and Mindstorms builders that show up, but not much in the way of pure Technic stuff.

I think LEGO should hire one of us Technic builders to attend shows and display/give tutorials about Technic.

[Anio]

The definition of an acceptable building and playing experience is different for adults than it is for kids. Use the Ultimate Collectors Millenium Falcon as an example. Unlike other Star Wars sets, it has virtually no play value but a lot of display and collectors value. A UCS Technic would be different because Technic has to function by definition, but I think it would be fundamentally different than a current set which is why it could be thousands of parts. Thousands of parts does not merely imply that it is bigger, so I don't think any limit of the strength of gears needs to be exceeded. It may simply have a vastly larger set of functions or much more complicated functions. Some of the MOC mobile cranes and Barman's harbor crane show just how large Technic models can be and still work. Grazi's tow truck is almost 5000 parts. I bet dikkie klijn's, M-longer's, and Sariel's are too. 2LEGOornot2LEGO and BricksonWheels have trucks that are truly massive and beautiful. Sheepo's cars also have extreme part counts. Functional Technic models of this scale are possible. I think combining Model Team looks and Technic function is one way to get the part count up and appeal to adults.

By the way, I have no expectation that such a set would have any motors at all, so the strength of them need not be an issue. I'd rather spend my money on functions than motors. As long as there was a provision to add motors if necessary, I'd be happy. Plenty of the examples above are motorized though.

I think Barman's big V-8 is an excellent example of an unusual type of model that can be built from Technic and would appeal to adults but not so much to kids. 3000 parts, easily driven with only 1 M-motor.

The buit of this engine is interesting. Nevertheless, it is not very Technic.

Moreover, I doubt TLG will release something like that. Not everyone cares about something like that. I'm not sure that displaying an engine is what people want, even among the Technic fans...

2Legoornot2Lego's model could be official models. They are well built and very interesting display models.

As for the other models you has shown, I doubt that kind of stuff will ever make it as an official sets. Some have suspensions... Suspensions wouldn't increase the value of such a product but only the price. They work fine also because they have basically one motor per function. Lego can't afford that on so big models. Studfull increase way too much the part number.

If Lego want to produce a great tow truck with many details and features, they can take 8285, add 700 parts, and they are done.

You see, it's far from a 4,000-5,000 part set.

Edited March 8, 2012 by Anio

[tduby]

I rather like black birds Idea of an official Lego set that has the piece count and detail of some of the bigger mocs people build obviously there is some demand for this look how many super cars crow killer sells or how many people have made their own versions of Sariel's Big Brick Rig. They wouldn't even have to be new models just more refined versions of existing models along the lines of what Efferman and a few others do by taking an existing generic model and add function and detail that are cost prohibitive to child models but excellent for those of us lacking the skill and pieces finish out models. I am sure it wouldn’t be cheap but hopefully with such a high piece count there would be a little bit of a price per piece break. I bet some of the designers at Lego have some really sweet mocs in their heads that they are dying to have go into production.

[Gryphon Ink]

I don't think TLG can really do anything to change the cultural bias that Americans have towards the System sets. Before Technic even existed, this cultural division was there. We used to have Meccano and Erector Sets, which were almost identical concepts that used a lot more mechanical knowledge than System Lego (Meccano was British, Erector was American). But the concept was much more popular in Europe than in the US. Technic was TLG's attempt to compete with those systems, and it took off brilliantly in Europe. But over here, where System Lego ruled, it's still a fringe system.