Each side, a small blocky world. A yellow-headed plastic peasant with a beard, and combines processed a grain field, while a Scarecrow is smiling friendly. On the next page, a skier hits a somersault over a snowcat. Monster Trucks in the Arena, train stations, at a frozen mammoth: shortly after the new year released in Lego its spring catalog. Only in this year, the group makes, Fans will have to wait.
the publication of the colorful pages full of LEGO figures and bricks is there for you emotionally for the highlight of the year. For the world’s largest Toy company in the catalog is an important sales tool. This pressure would not be there fault. Several weeks the group had to postpone the extradition of the German catalogue for the Fans to be an eternity. Only in the middle of this week he arrived in individual stores.
To keep the Details of the print error, Lego currently covered. Thus, it is neither known how the print looks exactly, nor what the financial damage caused by the false pressure. But dealer circles is heard that the Fans are getting impatient. Many children lay usually right at the beginning of the year, your leftover money from the holidays and the purchase of put together list for a second personal Christmas.
“for Years, the catalog even came up with a proper wish list to Fill out,” says Michael Frederick, the founder of the Lego news portal promo bricks. He, himself, know the experience to cycle on cold evenings with his children through the pages, and the most beautiful models to paint or cut. The digital version of the catalog was on time available, either because a replacement.
The catalog is a Symptom
What is led in the case of children, only to impatience and Complaining, is among some of the adult observer, a Symptom of Germany not longer available at Lego just like that in the center as before. For the Danish companies in the accounted neighboring long an important part of the core business. Only in the United States and the British more official Lego-Stores.
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However, the last annual report to 2017 laid open, not to expect more growth on the European and North American market. For the first Time since 2004, Lego had recorded a decline in sales, particularly in the aforementioned regions. Eight percent of the global decline. Self-Management was hardly more euphemistic words, and made it openly clear that it was satisfied with the result. The shock-absorbing, dismissed Lego the end of 2017, a total of 1400 employees.
Instead, China has moved in addition to Europe and North America, more recently in the focus of the toy manufacturer. There, the market grew in the same time frame a “strong double-digit value” so much so that Lego could stop the sale of crash for the next half of the year. The company is investing heavily in the Region, says Friedrichs. In January of last year, Lego announced a partnership with China’s Online giant Tencent for the distribution of digital content. In Chinese primary schools, special courses in cooperation with Lego are also planned to strengthen technical competencies.
Exclusive Sets in China
Meanwhile, the forecast for Germany, “behind closed doors in the next financial report with disappointing Numbers,” said Michael Friedrichs. Currently, the Region has not even a proper head. Since the October 2015 responsible chief of the area Germany/Austria/Switzerland has changed with the turn of the year as a Senior Vice President in the line for Russia, Eastern Europe, Turkey, Africa and the Middle East. Number of Lego Stores in the regions: Zero. A successor or a successor has not been named.
Fans will be Legos business partnerships in China largely doesn’t matter. Since it is more Concrete. In November, the Toy maker introduced three new models at the China International Import Expo in Shanghai, which should only be in the Asian region: A race with dragon-shaped boats, a new year’s dinner with a Chinese family and a dragon parade velvet LEGO males in the animal costume for the year of the pig.
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That toolkits appear at all exclusive to a Region, is rather rare, says Michael Friedrichs. In Germany, there were the models for “The team” on the occasion of the football world Cup in 2016. “Because the Chinese Sets are also very pretty, were a lot of Fans jealous. In Germany we experience that the quality of the models, and stones tends to decrease more”. The story of the delayed catalog is some of a story are scratched ego.