Missed LotR Polybag Opportunity

[Deathleech]

Now you guys are sending ME the mixed signals, lol!

On the one hand you are saying the Frodo polybag is fine because some kids may not be able to afford the more expensive sets so it's a super cheap alternative for them. It doesn't cater to anyone else but smaller children with extremely limited income. If that's the case, why not offer an exclusive figure from a higher end set? I mean if a kid is struggling to pull together 5 bucks for a polybag, there is no possible way they are going to get a Mines of Moria or a Helm's Deep! Maybe they could save a few weeks and get Gandalf Arrives and then a Legolas poly after that, for example, rather than just getting Gandalf Arrives and skipping the Frodo polybag completely.

You say this would hurt the larger sets sales, because then AFOLs may not buy them if they can get an otherwise exclusive minifigure cheap? I don't agree with that for several reasons. First off every current set has a minimum of 2 exclusive figures, if not more. Helm's Deep for example has the Berserker Uruk-hai, Haldir, and Theoden. Not to mention I am sure lots of people also want the actual set/keep and bricks. Secondly, if someone was ONLY after King Theoden and that's all they cared about and it was in a polybag, so what? It's not like Lego missed any Helm's Deep sales there thanks to Bricklink. I mean most people would just go to BL and buy Theoden alone for 15-20 bucks if that's all they really wanted rather than waste 130 on a set they don't want. Lego makes no money off BL so offering Theoden in a poly would of actually netted them some cash where as BL gave them nothing. Plus they did just put Thor in a poly when the only set he was in was the $50 Breakout.

I'm sorry if I see so argumentative, I just really don't see benefit to the way Lego did their Frodo polybag. It seems like a poorly thought out set. I mean I am sure the polybags aren't meant to be huge sellers and prolly make up an incredibly small portion of Lego's profits, but that's no reason to put so little effort into it. They could of just as easily put a Moria/Mordor Orc or Rohan soldier in there and I think they would of netted a lot more sales. As of right now it seems like the only ones that will be buying the Frodo poly will be small kids who will probably only buy one LotR set ever and only have like five bucks to spend. I can't imagine that's a very large demographic. Frodo is the main protagonist so that is the only reason I can imagine they chose him (AGAIN!).

Edited July 16, 2012 by Deathleech

[TheLegoDr]

You received an allowance? Nice.

I never had any money growing up so the sales would've been lost on me anyway. But I do think it is a bit silly having another Frodo (if you buy the complete line), but if you only buy one set, you may only want one little Frodo figure and call it good. I usually am an army builder, but I don't plan on buying any or that many of the Uruk polybag. If it were an elf poly I would easily buy up multiples though. Funny how that works.

[Tontus]

My allowance was also the exact same amount as 5 days of lunch at school. If I wanted money, I didn't get to eat. If I wanted to eat, I had no money.

Any way, I do agree that Frodo does seem like a poor choice here. I'm thinking we're going to see Frodo bags at the checkout lines for a really long time. Hopefully they come in separate cases, otherwise the Uruk set may be very tough to find.

[TheDarkness]

Ignoring my own army building aspirations aside, I really am not sure how generic Uruks, Rohirrim or Elves will sell. The majority of buyers I think for them would be army builders. Look at the cheaper LOTR Lego sets, it isn't like Frodo or Sam really had big fight scenes with the Uruks. Gandalf the Grey is a little different but only he had the Moria battle with Moria orcs. You could use Eomer on the horse or the Rohan soldier, but you get figures in that cheaper pack. Then you get to Aragorn in the Weathertop set but he has the Nazgul to fight. Move further on pricewise and you get Boromir, Legolas and Gimli in the Moria set.

The cheaper sets, other than Gandalf and to an extent Eomer on the horse, do not really give you a hero to fight with and once you get further up the sets come with enemies to battle.

I can definitely see why Lego did the Frodo polybag. He is the central figure really behind everything. By putting him in they won't be cutting themselves out of sales of larger sets, which is why they spread the Fellowship minifigs across their range.

Personally, I would prefer army builders but Lego's main consumers are children. How many children will end up with the complete LOTR line? Not that many I imagine.

[Darth Caedus]

Now you guys are sending ME the mixed signals, lol!

On the one hand you are saying the Frodo polybag is fine because some kids may not be able to afford the more expensive sets so it's a super cheap alternative for them. It doesn't cater to anyone else but smaller children with extremely limited income. If that's the case, why not offer an exclusive figure from a higher end set? I mean if a kid is struggling to pull together 5 bucks for a polybag, there is no possible way they are going to get a Mines of Moria or a Helm's Deep! Maybe they could save a few weeks and get Gandalf Arrives and then a Legolas poly after that, for example, rather than just getting Gandalf Arrives and skipping the Frodo polybag completely.

You say this would hurt the larger sets sales, because then AFOLs may not buy them if they can get an otherwise exclusive minifigure cheap? I don't agree with that for several reasons. First off every current set has a minimum of 2 exclusive figures, if not more. Helm's Deep for example has the Berserker Uruk-hai, Haldir, and Theoden. Not to mention I am sure lots of people also want the actual set/keep and bricks. Secondly, if someone was ONLY after King Theoden and that's all they cared about and it was in a polybag, so what? It's not like Lego missed any Helm's Deep sales there thanks to Bricklink. I mean most people would just go to BL and buy Theoden alone for 15-20 bucks if that's all they really wanted rather than waste 130 on a set they don't want. Lego makes no money off BL so offering Theoden in a poly would of actually netted them some cash where as BL gave them nothing. Plus they did just put Thor in a poly when the only set he was in was the $50 Breakout.

I'm sorry if I see so argumentative, I just really don't see benefit to the way Lego did their Frodo polybag. It seems like a poorly thought out set. I mean I am sure the polybags aren't meant to be huge sellers and prolly make up an incredibly small portion of Lego's profits, but that's no reason to put so little effort into it. They could of just as easily put a Moria/Mordor Orc or Rohan soldier in there and I think they would of netted a lot more sales. As of right now it seems like the only ones that will be buying the Frodo poly will be small kids who will probably only buy one LotR set ever and only have like five bucks to spend. I can't imagine that's a very large demographic. Frodo is the main protagonist so that is the only reason I can imagine they chose him (AGAIN!).

Don't listen to the haters Deathleech, you hit the nail on the head. Putting a hard to get fig like Theoden or Boromir in a polybag would not affect sales of a big set like HD or MoM whatsoever. If someone's just after the minifigures, they're going to go straight to Bricklink, and Lego never sees a dime. Lego realistically puts out about 3+ polybags for a line every 6-12 months - making them one of many desirable MFs from a large set increases sales of the polybags, it doesn't hurt sales of the big ticket items. Instead of the polybags of lame Bag End Frodo and poorly equipped Uruk-hai, we could have had a Boromir and Moria Goblin. Mines of Moria retains its special exclusivity with the massive Cave Troll, Legolas and Pippin, and armybuilders and Sean Bean fans can get what they want.

What should really happen is the polybag characters should be put to a vote among the VIP members, just like the CMF 5-figure Greatest Hits set. Picture it - a new wave of LOTR hits, and Lego lets the VIPs vote on a favorite character. The new polybag hits within a couple months. Badda bing badda boom. We know Lego wouldn't do it, but they'd make a killing and earn countless respect points from the massive AFOL legion.

Edited July 17, 2012 by Darth Caedus

[legomonk]

The uruk-hai poly bag was cool and great for army building. I think its a win.

common sense doesn't belong here

Buahahahah!

[MCNwakeboard]

Sure...have the Lego group sponsor a vote for the top figure, then they'll skew the results so we get frodo fishing and mummified orc.

From an AFOL's perspective an army builder poly bag would be the best (orc, goblin, Uruk-hai, rohan or gondor soldier, etc)

For the target demographic (7-12??) they are less interested in army building and probably outnumber the AFOLs such that it makes more sense for TLG to put a well known figure in a bag, even if it is pretty common. This reminds me of all the Harry Potter polybags...

I'm guessing that there will be army builder sets in the future, and for the most part I think those are more economical than polybags and usually don't have the common figures. Since this is a multi-year theme, I'm sure we will have plenty of chance to build large armies of Frodo, Bilbo, and Gandalf.

Edited July 17, 2012 by MCNwakeboard

[Andyroo]

On the one hand you are saying the Frodo polybag is fine because some kids may not be able to afford the more expensive sets so it's a super cheap alternative for them. It doesn't cater to anyone else but smaller children with extremely limited income. If that's the case, why not offer an exclusive figure from a higher end set? I mean if a kid is struggling to pull together 5 bucks for a polybag, there is no possible way they are going to get a Mines of Moria or a Helm's Deep! Maybe they could save a few weeks and get Gandalf Arrives and then a Legolas poly after that, for example, rather than just getting Gandalf Arrives and skipping the Frodo polybag completely.

Frodo is the main character of the movie though so it's likely the figure they want. The target market for poly bags aren't likely to be aware of rarity or such and are more likely to think Lord of the Rings = Frodo, Legolas and Gandalf.

This forum isn't representative of regular kids. We are all hard core fans here but their is a big consumer market of people that will buy something cheap on impulse (some people just aren't savers) if it's appealing to them. This week they may buy Frodo, next week a water pistol and after that a police car from the City range.

2 army builders aren't likely to be of much use to someone who isn't going to buy another LOTR set.

Edited July 18, 2012 by Andyroo