Lecture Notes on the Evolution of Lego

Introduction

• Recent theft of $1,500 worth of Lego highlights a larger trend of Lego thefts, with incidents totaling around $300,000.
• High-value Lego sets can cost more than iPhones, making them attractive targets for thieves.

Overview of Lego's History

Early Beginnings

• Lego started with wooden toys before pivoting to plastic in 1949.
• The first major turning point: manufacturing plastic bricks, inspired by previous patents.

Key Developments

• 1955: Introduction of the Town Plan set, allowing kids to create Lego cities.
• 1958: Perfected the brick design (stud and tube method), which is still used today.
• 1960s: Plastic bricks gained popularity.
• 1970s: Introduction of themed sets (e.g., 1978 Space Cruiser).

Transformation into a Creative Medium

• Expansion of available pieces and colors in the 1970s.
• Lego began shifting from a simple toy to a creative medium, adding mini-figures and diverse parts.

Challenges in the Late 1990s

• By the late 1990s, Lego suffered from declining sales and profit losses.
• Expansion beyond core products led to a loss of focus on bricks.
• Poorly received themes like Galador further alienated fans.
• Despite these challenges, licensed products like Star Wars sets became successful.

Rise of Adult Fans

• Emergence of adult fans of Lego (AFOLs) began in the 1990s, leading to increased interest and community building.
• Online communities and conventions fostered a sense of belonging among adult fans.

Legos' Response to Adult Interest

• In the early 2000s, Lego started to recognize and cater to its adult fanbase.
• Launched complex and costly sets targeting older audiences (e.g., 2007 Millennium Falcon).
• Shifted focus on grassroots collaboration with adult fans.

Evolution of Lego Pricing and Value

• Price per piece for Lego sets has remained stable over the past two decades despite higher overall prices.
• More complex builds contribute to increased set prices, but value per piece hasn't drastically changed.
• Secondary market for retired sets creates artificial scarcity, leading to inflated prices.

Current Trends and Future Aspirations

• Lego continues to innovate with 18+ sets and collaborations with popular brands.
• Emphasis on inclusivity and accessibility in product offerings.
• Nostalgia plays a significant role in adult engagement with Lego.

Conclusion

• Lego has transformed from a children's toy into a creative medium appealing to all ages.
• The community-driven approach and recognition of adult fans have propelled Lego's growth and popularity.
• Future goals include making Lego more accessible while maintaining a focus on creativity and ingenuity.