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Lego’s 1981 Ad Campaign

joshsummers.co.uk

21–30 of 146 posts

Re: Lego’s 1981 Ad Campaign

#21
post #3

Back when we were kids there was only one type of Lego, the type that was meant for everybody. Now they have their own line for girls, Lego Friends. And Lego Friends is just stupid http://seasonaldepressioncomic.com/2014/12/06/lego-friends/

> Back when we were kids there was only one type of Lego, the type that was meant for everybody.

Lego homemaker predates Lego City. Since there have been Lego themes there were some that were some who were preferred by one gender over another.

Re: Lego’s 1981 Ad Campaign

#22
post #15

Earlier quoted context omitted.

Maybe if sales for these things werent so high they wouldnt have done it, whose fault is it really Lego or the consumer? I certainly dont want companies deciding for me.

You don't want companies to decide what products you buy? How does that work? I mean, you can only buy something if they'll sell it...

Or you can buy something else and the company can go bust.

Re: Lego’s 1981 Ad Campaign

#23
post #2

Both the product and the ad are highly representative of '70s Nordic social ethics and aesthetics. A single product line called "Universal Building Sets" is an almost Platonic ideal of democratic creativity. Today's Lego has 33 product lines: http://www.lego.com/en-us/products When your Legos are branded as "Chima", "Bionicle", "Ninjago", "Marvel(tm) Super Heroes" or "Disney(r) Star Wars(tm)", it's expected that you…

Actually, even back in 1981, there were multiple lines, though not nearly as much as now.

Here's a list of the sets released in 1981: http://brickset.com/sets/year-1981 . Out of 58 sets, 16 are designed for generic use. Much of the rest are buildings and vehicles from the modern world, like houses, fire stations, tow trucks, ferries, helicopters, dune buggies, etc. But there are also sets with medieval knights and space themes. Plus, Lego created their own characters for a theme they called "Fabuland". There was even a tie-in series: https://www.youtube.com/watch?v=keJua4D2Ymg

In summary, back in 1981, there were generic sets plus four different themes.

Re: Lego’s 1981 Ad Campaign

#24
post #2

Both the product and the ad are highly representative of '70s Nordic social ethics and aesthetics. A single product line called "Universal Building Sets" is an almost Platonic ideal of democratic creativity. Today's Lego has 33 product lines: http://www.lego.com/en-us/products When your Legos are branded as "Chima", "Bionicle", "Ninjago", "Marvel(tm) Super Heroes" or "Disney(r) Star Wars(tm)", it's expected that you…

This does crop up all the time. You should also mention though that Lego still make and sell a lot of universal building sets. In Lego stores there are walls of bricks where you can select any bits you want. Yes, there has been a big rise in themed and licensed sets, and yes, some of them have specialised building parts that you can only really use in the set. But that's just part of the trend over the last few decad…

Sure. I wasn't exactly criticising Lego, just pointing out that the appeal of the ad is inextricably linked to the ideal behind the product.

Lego is a business, of course. Those ABS plastic blocks are practically indestructible, so they're not going to grow by selling replacements for universal blocks...

Re: Lego’s 1981 Ad Campaign

#25
post #5

The cool thing about legos is you get instant gratification for building stuff. My 2-year-old nephew was building with legos the other day and you know what he said after he finished building: "moma." He was so happy he wanted to go show his mom what he had built. Isn't that beautiful?

Maybe he wanted you to secure space for his creation at http://www.moma.org/ ? At least he's modest.

Re: Lego’s 1981 Ad Campaign

#26
Congratulations for making such a great effort in writing that article!

(Whenever I see the praise effort, not achievement meme I make it a point to praise the effort, not the achievement).

Re: Lego’s 1981 Ad Campaign

#27
post #2

Both the product and the ad are highly representative of '70s Nordic social ethics and aesthetics. A single product line called "Universal Building Sets" is an almost Platonic ideal of democratic creativity. Today's Lego has 33 product lines: http://www.lego.com/en-us/products When your Legos are branded as "Chima", "Bionicle", "Ninjago", "Marvel(tm) Super Heroes" or "Disney(r) Star Wars(tm)", it's expected that you…

They had no choice, the "univeral building blocks" patent ended not long ago, facing competition now, they had to find sustainable cash flow.

Actually, it expired quite a while ago, in 1989.

Re: Lego’s 1981 Ad Campaign

#28
post #3

Back when we were kids there was only one type of Lego, the type that was meant for everybody. Now they have their own line for girls, Lego Friends. And Lego Friends is just stupid http://seasonaldepressioncomic.com/2014/12/06/lego-friends/

What comes first, the desire for gendered products or the gendered products?

The kids desire for gendered products or the parents desire for gendered products?

Re: Lego’s 1981 Ad Campaign

#29
post #2

Both the product and the ad are highly representative of '70s Nordic social ethics and aesthetics. A single product line called "Universal Building Sets" is an almost Platonic ideal of democratic creativity. Today's Lego has 33 product lines: http://www.lego.com/en-us/products When your Legos are branded as "Chima", "Bionicle", "Ninjago", "Marvel(tm) Super Heroes" or "Disney(r) Star Wars(tm)", it's expected that you…

They had no choice, the "univeral building blocks" patent ended not long ago, facing competition now, they had to find sustainable cash flow.

The patent expired a long time ago, the original patent was filed in 1958. They tried to trademark the shape indefinitely, which recently was denied. They also lost a case against Tyco in 1988. Of course the Lego design was copied from Kiddicraft to begin with.

More than anything, the family that founded Lego handed over the CEO post to a former business consultant in 2003.

http://www.dehns.com/site/information/dehns_articles/will_le... http://brickfetish.com/timeline/1947.html http://en.wikipedia.org/wiki/J%C3%B8rgen_Vig_Knudstorp

Re: Lego’s 1981 Ad Campaign

#30
post #3

Back when we were kids there was only one type of Lego, the type that was meant for everybody. Now they have their own line for girls, Lego Friends. And Lego Friends is just stupid http://seasonaldepressioncomic.com/2014/12/06/lego-friends/

What comes first, the desire for gendered products or the gendered products?

> What comes first, the desire for gendered products or the gendered products?

Apparently the desire. Toddlers pick gendered products on their own (for some forms of them). There was some studies about this behavior.

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