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