Could Lego Return To Its Roots?

No doubt because they’ve capitalized on the success of the licensed themes such as Star Wars and Marvel. Again: I don’t take any issue with the themes themselves. My problem (and many other people’s problem) is that they seem to be taking control of Lego.

…and I can’t, for the life of me, understand why. I can kind of understand having a Lego model of some fancy car, but an Adidas shoe, of all things? Who on Earth was chomping at the bit to see Adidas get the Lego treatment?

And that’s actually another thing that seems to be taking over Lego: the nonstop models of large, non-minifig-scale cars.

Gee, I dunno. Maybe because Lego is a TOY COMPANY?

And that’s another thing: it seems like everything has to have an accompanying app to it. Ultra Agents did it, Hidden Side did it, Vidiyo did it. Even the Super Mario sets-the starter course set didn’t even come with instructions. You had to access them from an app.

From. An. App.

Does Lego has any idea how stupid of an idea that is? As widespread as technology is now, there’s a chance that a kid that the set is aimed at doesn’t have a phone or iPad (I know some people from church that absolutely refuse to buy their kids any kind of electronic/video game device). So if they get this set that doesn’t come with any instructions, they’re just gonna have a pile of Lego pieces that they have no idea how to assemble. Also, what if the app gets taken off of the app store? Uhhhhh.

Perhaps, but that program actually kind of worries me. The fact that they’re asking fans to pitch their own ideas for original IPs…could that mean Lego themselves is running out of ideas? And maybe that’s a contributing factor in the rise of licensed themes and rehashing of Ninjago?

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i wanted Lego drip…

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LEGO is a physical toy, which, sadly, in this day and age, is seen as an expensive substitution for videogames or mobile devices. Making the instructions digital seems completely counter-intuitive to me.
I did buy one of the Mario sets on clearance, and didn’t even bother building it because it had no physical instructions… I just dumped all the parts in my LEGO box and called it a day.

Oh, don’t worry, they’ve run out of ideas years ago. Ever since Ninjago’s un-cancelation they’ve either dumped all their (limited) ideas into Ninjago, or just tried and failed to recapture the success of Ninjago, instead of attempting something completely new and unique.
On one hand, I am happy that they give us, the fans, and opportunity to submit our own ideas to them, but even if we successfully do, I feel like the 50-year old executives working at LEGO will still find a way to screw it up. I’d say that’s another one of their big problems… They seem to have no idea why some of their themes are successful and why others fail.

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Oh wow that’s a bummer, I did not know that happened.

This post might just be my new personal record for longest ramble post

This is a fascinating topic to me as a fan of Lego as a whole. First off I would agree with @LegoDavid and all the statements so far, Lego is too far gone to go back now. AFOLs can spend more money and time on Lego so TLG will keep investing money into said market and yes that means more licensed sets banking on nostalgia or mainstream pop culture and movements and more expensive sets.

As a collector of vintage Lego however, to say “return to it’s roots” is different than what @thewimpykid says when he mentions Atlantis etc. I grew up with both 80s and 2000s Lego so I feel like I can speak of those two “roots.” And what it would entail attempting to return.

The 80s was simple. Town, it appealed to girls and boys, no emphasis on cars or emergency services. Plenty of house sets, a pretty steady flow of diverse set ideas and the Idea books showcase the potential of Lego at the time.
Space was simple exploration, no guns, only flashlights and video cameras and sets with probes, laboratories and mining equipment. Later space developed factions but initially there was no baddie barring aesthetics *cough Blacktron but still no story has handed to you initially.
Castle is an interesting one as it’s inherent conflict was the first blurring of Lego’s values, however it still had no particular goodie or baddie and had several neutral sets. Endless play potential.
Pirates when it came along was controversial having guns, artillery and well, being about criminals on the high seas. Still it was another theme with diverse play potential.

Now, into the later 2000s circa 2005 the same archetypes are repeated with perhaps more emphasis on conflict and the first forays into licensing with Spider Man and Batman etc. I love Mars Mission, Power Miners, Dino Attack, Atlantis, Aqua Raiders, Space Police III, Fantasy Era Castle, Knights Kingdom, all of that stuff. But we did see a gradual progression of simple more grounded themes not doing persisting. Less children relate to space as “We’ve grown use to wonders in our century” space is no longer interesting, castle and pirate the same. Why? Perhaps juniorising of these subjects, Pirates is a shocker as it is perceived as a little kid idea but is a fairly brutal piece of history. Yet it has become ordinary and boring. Castle, many cannot relate to and why bother when a video game can hand a detailed story to you? Lastly Space has become ordinary as we’ve remained grounded, with progress being slow in said frontier and once again why care about science and exploring when you can have a plethora of video games that provide immersive worlds and instant gratification along with conflict?

So Lego cannot return to the simple “create your own story, build anything with what you have” idea as the internet and video games is it’s primary competition. That is basically the point of this ramble. I love Minecraft and to a lesser extent Roblox, those two games fill the same space Lego inhabited for many kids. Roblox is free and offers a catalogue of games and Minecraft for the cost of one moderate sized Lego set has a infinite world with action and creative potential. And both of those games offer social opportunities and story telling scenarios. When compared with these or other games, Lego does not have much of a one up over them.

Lego, is not a story telling company, Bionicle and Ninjago are exceptions that they got lucky with thanks to exceptional hired people. They rely on their iconic status at this point, that people will buy Lego because it is a Lego, it is a rite of passage for a child to own some Lego. I’ve observed second hand Lego being sold and there is an increasing trend for children to grow out of Lego by age eight. I see bulk lots with sets from 2019 being sold. So Lego is going to go with what sells and they found Space, Castle, Pirates and even more mundane City sets to not sell. It may have been partly flawed execution on their part with the last examples of each range being rather dull but it has driven them to go with what works whether that be brands like Marvel or the evergreen Ninjago with it’s motifs borrowed from all those dead ranges.

So can Lego return to its roots?
One cannot be absolutely certain but if we look at events after 2014 I think it will not be returning to it’s “roots” any time soon. Children seem not interested in “make your own story” type mediums or at least ones which they cannot experience first person. Afols will continue to buy big sets and licensing, we will continue to get a steady flow of tribute sets to the themes of the past but little more than that I think. Lego will lean more into the hipster nerd market and grab more licenses. Kids growing up now are simply already invested in established stories like marvel not a simple story like Atlantis or Power Miners. Those 2 to 3 year themes can hold some children’s attention and can be somewhat successful but it is a lot of effort to design a new range and cycle through them. They could go back there if they really wanted. But they will wait for something to break before they go back that formula. Another thing which they can still do is make City appealing to a broader group, they can still move the emphasis from emergency services and vehicles. I believe that would be a successful move. So City can return to it’s roots but the other themes are much less likely.

Once again the future is not clear so perhaps they will try another Chima or Nexo Knights and it will stand next to Ninjago for a time being.

:cookie: for those who read this entire disjointed ramble of my nostalgia blinded self! :crazy_face: :dizzy_face: :poop:

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if lego were to return to it’s roots,
all i would want is a story theme.
any story, any original story,
that’s not ninja based.
don’t get me wrong, ninjago is
pretty cool, but i want to see something
new and fresh.

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I can relate to this a lot. My two youngest brothers, aged 10 and 12, just recently shocked me when they said they plan on selling their Bionicle/Hero Factory collection in order to buy a better laptop. All my brothers used to be huge LEGO fans, buying tons of Bionicle and Hero Factory stuff, often much more than I got to get. They didn’t MOC with them as much, but they certainly played very much with them for quite a while. They used to just take them all off shelves, put them on the ground, and have a huge battle scenario (often to my dismay, me having to clean up after they were done). But they haven’t done this in a while, and while when they first said they want to sell them, I was socked, thinking about it now, it should come as no surprise. Both of them basically spend all their free time playing Roblox (not just playing, but they also have a passion for creating their own Maps in Roblox Studio, so there’s your LEGO substitution), so at this point, all their LEGO stuff just stays on the shelves, taking up all their space. I offered to buy it from them (the thought of LEGO sets that have been in our house for years suddenly being given to someone else kind of pains me) but the amount they ask for them is pretty insane… So I better get to saving my money if I want to save all those sets, lol.

Yeah, as it turns out, it is obligatory for the users of the platform to be at least 18 years old. This seems incredibly stupid to be, because as far as I am aware, most people who are into original LEGO themes are actually people in the 13-25 age range. It seems like this is for legal reasons, but what is weird is that LEGO Ideas, which works in a similar way, allows users to submit ideas even if they are 16. So this is all super weird to me.
It’s like they’re expecting professional adults who work in design or something to give them ideas… which is just… wrong. LEGO has always been more or less a nerdy hobby, so at best you should be expecting a bunch of nerdy kids to come up with those ideas… not some professional college students.
Well at the very least, they still said I can re-join and re-submit to the platform once I turn 18, which will be in about a year. So not everything is lost I guess, but by the time I turn 18, I probably would have already blown my chance to get my theme bought by LEGO. And given some of the recent company choices that have happened since I made my project, I am not sure I can even trust them with my creative talent, knowing that my idea might as well be just exploited by a greedy corporation whose main interest is profit, not creative storytelling.

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All companies are this way. It’s a rude awakening. Let it radicalize you

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You know what else is missing from Lego these days? Alt builds and combiners. Lego used to encourage them a LOT, but late into the 2000s, they kinda gave up. Exo-Force shows this dropoff in an almost cartoonish fashion: in 2006, EVERY set had an alt build. The very next year, there were far fewer alt builds, and by '08, there were NONE.

What this tells me is that Lego, at this time, started to move away from a part of their brand they’d previously marketed more heavily. It became less about encouraging kids to come up with their own ideas by starting them off with alt builds and combiners, and more about selling a prepackaged idea of what the set should be. And I think that’s the same vein in which licensed themes have taken over: it’s about selling Lego as a toy of something in particular rather than Lego itself.

Part of that is change in Lego itself, part of it is just how business has changed in a more media-saturated landscape. Corporations are turning more and more to familiarity as marketing in all media, and it’s clearly working. Selling something new requires a higher marketing budget than selling something people have already bought. Combine that with the out-of-touch mindset of a room full of old men who have never consumed any media in their entire lives, and you have a recipe for artistic stagnation.

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they consume lego media, don’t they?
it’s like cooking for yourself, creation, then consumption.

Even though everyone on these boards and everywhere else is constantly repeating:

Bionicle G2 didn’t fail because “kiDs ThEse DAyS Don’T lIKe bIoNIcle!” It failed because it was poorly executed and not very well marketed!

And that’s another thing: people like to say Ninjago gets repetitive, but it’s got nothing on City. Every year we get a nonstop barrage of police-related sets. Police cars/chases, police stations, police helicopters…ugh. Sometimes they try to mix things up with “mountain police” or “sky police,”* but ultimately it’s just the same thing over and over again. And somehow every year feels even crappier than the last.

*What’s next? Volcano police?

Perhaps not, but a lot of the themes I’m talking about weren’t exactly that. They had established characters and worlds for kids to make use of. Like, think about it. Star Wars and Harry Potter are preestablished themes with preestablished stories and characters. Kids can buy the Lego sets and reenact those stories-or they can make up their own stories with these characters. Other current themes like Ninjago and Monkie Kid do that too-creating their own stories and characters kids can play around with. And it doesn’t even have to have an “epic plot,” either. Remember Power Miners, how it had its own characters with their own personalities, but next to no real story? That was because it was creating a world for kids to explore.

I know those themes don’t sell as much as we (or possibly Lego) would like, but I’d really like to see another take on these. Maybe the 90th anniversary set can give us hope?

I remember when I was a kid, I used to try and build some of these “alternate models.” Unfortunately, I couldn’t seem to figure out how to build them-but maybe I’m just stupid. :stuck_out_tongue:

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Most of the time, the instructions were on Lego’s website, which sadly limited accessibility.

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At least, the Exo-Force ones were. And some of the early Harry Potter sets had partial instructions for alternate builds. But other than that, I don’t know of any “official” instructions for any other theme’s alternate builds.

EF had more alt models than a lot of other themes (pretty much every '06 set had one), but those themes saw a similar dropoff in combiner models. Bionicle exemplifies this: tons of combinations got instructions in the early years, but from '03-'06, there were fewer and fewer combo models, and by the time of the Inika, there weren’t even partial instructions for combiners across the various canister sets.

This wasn’t some universal phenomenon across every theme, but it was a neat thing Lego encouraged which briefly flourished before being confined to the pages of the official magazines and the odd set of instructions on the website.

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As someone who is only in for the parts, I hope we get more licensed themes. Licensed themes are the reason we get the same character in at least three different scales, resulting in more variety in parts. Characters like Boba Fett get to be minifigures, brick statues, torch lights, ccbs figures etc. Though this same argument can be applied to unlicensed themes like KKII where you get minifig scale and constraction scale, LEGO is far more likely to do this with licensed characters due to perceived consumer popularity.

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lol people stop villainizing LEGO

They aren’t a megalomanic, malevolent, “filthy capitalist” company conspiring against us all. Acting like they are, or pretending that they are, just makes you look … Salty.

They’re a company. Furthermore, they’re a children’s toy company. They make toys for children. That means cheap stories. Kids (except the pretentious ones :unamused:) don’t buy LEGO because they appreciate the deep story and unique ideas. They buy them because they want to play with the samurai mechs and ninja cars, or they want to play with their favorite superheroes that they saw in theaters.

They’re a children’s toy company, and we aren’t children. We can’t blame LEGO that we aren’t their target audience. They don’t have unique themes and ideas? Sure, because they don’t need to.

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They’re still a corporation. While they’re certainly not evil (though my eyes may be clouded by nostalgia and brand loyalty), their decisions are certainly based on what they think will make the most money. I’d say that does make them “filthy capitalists” (because all capitalists are filthy), but they’re not malevolent.

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Oh, Winger.

In case it wasn’t clear enough, the licensed themes are not bad in and of themselves. Since I am a fan of Star Wars, Marvel, and Harry Potter, I enjoy getting sets based on the movies that I enjoy.

But the problem is that they’re consuming Lego. All I’m asking for is a little variety.

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This is still an intrinsically bad thing. A media landscape saturated with only a few IPs is never good and doesn’t so heavily encourage kids to pursue their own ideas, it just encourages them to go for a few properties without presenting something new to them. Part of the reason I became the writing-focused person I am today is the availability of Lego sets that didn’t just focus on all the other media I consumed and encouraged me to add my own ideas to them. Lego became the media I wanted to consume. It wasn’t just the stuff on TV or in the movies; in fact, licensed themes largely didn’t appeal to me.

There should be themes for kids like me. Themes that are just Lego themes for their own sake, not made solely to capitalize on popular media. Without those, I wouldn’t really have had anything.

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mata nui is dead, for we have killed him (or something idk)

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You’re just begging to be used out of context

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