Kenapa Harga Lego Makin Mahal Banget? Tapi Makin Laku! Sempat Nyaris Bangkrut | Learning By Googling

Summary

The video explores why Lego, despite its high prices, continues to thrive in the market. Initially created in 1932 by Ole Kirk Christiansen, Lego has evolved from wooden toys to high-quality plastic bricks. While Lego sets have become more expensive over time, their increasing complexity and use of durable materials have justified the cost. Additionally, Lego's strategy shift towards targeting adult fans, particularly through licensed sets from popular franchises like Star Wars and Harry Potter, has driven sales. The rise of adult collectors, known as AFOLs (Adult Fans of Lego), has turned Lego into a profitable, culturally significant brand.

Takeaways

• 😀 Lego originated in 1932 as a wooden toy company founded by Ole Kirk Christiansen, a Danish carpenter.
• 😀 The name 'Lego' comes from the Danish phrase 'Leg godt,' meaning 'play well,' reflecting the company's focus on creating enjoyable toys.
• 😀 In 1948, Lego transitioned to plastic bricks and in 1958 perfected its interlocking design with the stud-and-tube system.
• 😀 Lego is considered expensive, even in countries with higher purchasing power, but its quality and long-lasting design justify the price.
• 😀 Some large Lego sets, like the Hogwarts Castle, can cost hundreds of dollars, with pieces numbering in the thousands.
• 😀 Despite the perception of high prices, Lego's cost per piece has remained relatively stable over the decades, only increasing slightly.
• 😀 Lego sets are built with high-quality ABS plastic, ensuring durability and compatibility between bricks made in different years.
• 😀 A major factor contributing to Lego's higher price is its shift in target market, from only children to adult collectors (Kidults).
• 😀 In 2003, Lego faced a financial crisis with declining sales due to the rise of online and arcade gaming, alongside its expensive products.
• 😀 The company expanded its product range to include licensed sets from popular franchises like Star Wars, Harry Potter, Marvel, and others, attracting adult fans.
• 😀 Adult Lego enthusiasts (AFOL - Adult Fans of Lego) have grown into a significant part of Lego's consumer base, often displaying their creations at conventions.
• 😀 Lego's ability to tap into the adult market and collaborate with major franchises led to a financial turnaround, with the company becoming the most valuable toy brand by 2015.

Q & A

What is the main reason why Lego's prices have increased over time?

Lego's prices have increased primarily due to the high-quality materials used in production, such as ABS plastic, which ensures durability and consistency over the years. Additionally, the complexity of Lego sets has grown, with more pieces and intricate designs, which also drives up the price.

Why do people still buy expensive Lego sets despite their high prices?

Despite the high prices, people continue to buy Lego sets because of the brand's strong reputation for quality, the durability of the bricks, and the increasing popularity among adult collectors, especially with themed sets from popular franchises like Star Wars and Harry Potter.

How did Lego initially start as a company?

Lego was founded in 1932 by Ole Kirk Christiansen, a Danish woodworker. Initially, Lego products were made of wood, and it wasn't until 1949 that the company began producing plastic bricks, which evolved into the modern Lego sets we know today.

How did Lego's target market shift over time?

Lego originally focused on children as their primary target market, but over time, they expanded their focus to include adult collectors. This shift occurred after a period of financial struggles, where Lego realized that adults were a key demographic, leading to partnerships with popular franchises and the creation of more complex, adult-oriented sets.

What role did Lego's partnership with popular franchises play in their success?

Lego's partnerships with franchises like Star Wars, Harry Potter, and Marvel played a crucial role in their success by attracting adult collectors and fans of these franchises. The exclusive licensing of these franchises helped Lego maintain a unique market position and appeal to a wider, more devoted audience.

How did Lego overcome its financial struggles in the early 2000s?

Lego overcame its financial struggles in the early 2000s by shifting its target market to include adults, offering more complex and themed sets. They also started focusing on expanding their product range, including high-quality franchise partnerships, which contributed significantly to their turnaround.

What is the 'Evol' (Adult Fan of Lego) community, and why is it important?

The 'Evol' (Adult Fan of Lego) community consists of adult collectors and builders who are passionate about Lego. This community is important because it not only fuels demand for high-quality, complex Lego sets but also serves as a free promotional tool through exhibitions and shared Lego creations, which helps further boost the brand's popularity.

Why do Lego sets often come with age restrictions, such as '18+'?

Lego sets with age restrictions like '18+' are designed for more advanced builders due to their complexity and the number of pieces involved. These sets often appeal to adult collectors who enjoy intricate and detailed constructions, like those based on iconic movie scenes or famous buildings.

What is the significance of Lego's commitment to product durability?

Lego's commitment to product durability is significant because it ensures that the bricks maintain their quality and can be used across generations. This consistency allows Lego sets from different years to interlock, meaning older sets can be combined with newer ones, enhancing their appeal to collectors and long-term fans.

How has the price of Lego products remained relatively stable despite increasing production costs?

The price of Lego products has remained relatively stable over time due to the consistent cost per piece, with only slight increases over decades. However, the overall cost of a set can still rise significantly due to the larger number of pieces and the complexity of the builds, as well as the inclusion of exclusive licensed themes.