Wednesday, December 22, 2010


TLG is running a marketing campaign in Germany, with the LEGO Technic 8043 Excavator, targeting adult men.

It extends from TV commercials to advertisements into men's magazines featuring sports, cars or business, and also a dedicated website -

Among other slogans, we can find strong words like Senior Controller, into a financial magazine ad.

It looks like TLG is finally starting to understand the potential of the adult market segment, and using LEGO Technic as the most capable theme among TLG's product portfolio, to catch those who have higher incomes and are willing to spend more.
Therefore the Technic Excavator might be the perfect choice to leverage the segment, digging more and more adult males, back to the LEGO brick universe.

So I guess these are great news for the LEGO Technic fans in general, but also for many of us, adults drolling like babies whenever we find news about new Technic models...
TLG is definitely putting us under their radar!

Comments made to this post, added some more insight to this topic.
It seems the marketing campaign around LEGO Technic and adult men is even more aggressive and extensive, than first thought.

Gifts To Suit - Boys Will Be Boys, another strong slogan remembering men are always boys, hence it is expected them to play like boys.

The photo bellow and the information mentioned, seems to indicate that large Technic sets are being given away, by a store selling men suits in The Netherlands. Most likely in the high-end segment of course.
This is probably not an isolated case, but part of the overall new strategy, and I'd not get surprised if we could find more examples like this.

Just hope that the supply chain makes strong enough, if the campaign gets traction, and we don't face annoying shortages of LEGO Technic sets. Although I've reasons to believe it happened this Christmas, in some countries.

Last Update: 2010.Dec.22 20:30 CET


mahjqa said...

I really hope this kind of marketing works out.

Slightly related; I've seen a company that sells suits give away big technic sets like this one with a suit.

Luc2000 said...

I guess that was this one:

Conchas said...

That's really interesting! :)

If I knew about this image before, I'd have written it somehow differently.
I should edit the post still today, to include also this view.

Ulf Andersson said...

I think that this is great!

But in Sweden,
there´s been a feminist call
to qoutas minifigs by gender
(more WOMEN) in one
of Swedens largest newspaper,

I think that the above
is nonsens - gender qoutas
in Lego.

I wish you all A Merry Christmas
and A Happy New Year.

Kind regards from
Ulf in Sweden

zanthrax said...

The second pictures is from the Netherlands, as is mahjqa, who suggested it.

Conchas said...


I'm sorry, I didn't realized from mahjqa's comment, that it was a photo from a store in the Netherlands. Is it?

Conchas said...

Playing with automatic translators, I found the text in the poster is in fact written in Dutch, so the store added must obviously be in the Netherlands.

Fixed the post meanwhile!

Wiseman_2 said...

I think this is great. Seems Lego value AFOLs more than we thought :)
Hope they bring this to the UK. Then I don't have to feel so guilty when I buy new sets in store (especially since we recently got a TRU).

blakbird said...

That exploded view animation is one of the coolest things I have ever seen. I want it, and I want the technology to replicate it. If only I had one for every Technic set ever.....

Conchas said...


Predictable that you would enjoy it! :)

I've included five different animations, that are displayed randomly, once you refresh the blog webpage.

Junkstyle Gio said...

Thank you conchas for those strange sounds this post makes. My dog goes crazy over it....

Never the the less....

Quoata for minfiggirls? Isn't there another place to nag about that?

Then again:
"God jul och ett gott nytt år" for all the Swedish boys and girls!
AFOL or not!

Conchas said...

@Junkstyle Gio

Ya, for the Boys, for the Men and for the Dogs... :D

At least one of the animations is silent. :)

Ulf Andersson said...

God Jul och Gott Nytt År!,
i.e. Merry Christmas and
A Happy New Year!

@ Junkstyle Gio
"Isn't there another place to nag about that?"

Sorry, didn´t mean to nag.
Just wanted to inform the
international Lego community
about things that are happening
in Sweden.

Kind Regards from Ulf

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