Feature Shows Extravaganza

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"IP theme!"

"Building blocks are a kind of educational toy that allows you to use your imagination freely. There is no specific gameplay and theme. You can play it any way you want!"

"But excessive freedom can also cause a problem. Children get the blocks, but they don't know what they should do!"

"So, we have to..."

On the twelfth floor of the PD Building, in the multifunctional conference hall, Meng Lang circled the word "freedom" on the whiteboard with a pen, and then said: "Limit freedom!"

"Using an IP framework to produce a set of components for specific purposes, develop a very interesting and attractive theme, and let children add storylines and build block games within this framework."

"but……"

Ma Teng put down his pen and asked, "Does this violate the concept of "free construction" of building blocks? A building block that can't be creative freely, is it a building block?"

"That's why I decided to list the IP theme series separately, not to be confused with other series. If you want freedom, then you can play other blocks. If you want IP blessing, then you can play the theme blocks."

Meng Lang smiled and said: "I gave them the right to choose. How to choose is the consumer's own business."

This is almost the same.

Free building blocks and IP building blocks do not interfere with each other, and consumers can choose freely. It not only retains the concept of "free construction", but also limits freedom to a certain extent.

The idea is pretty good!

But everyone still has a doubt.

Building block toys have always been "freely built" educational products in everyone's minds.

If free construction is restricted and an IP theme is forcibly given, will consumers buy it? Will the kids like it?

"Just give it a try!"

If the product is not on the market, Meng Lang can't speak up in advance.

He just gave the IP theme plan, and then asked the factory to step up production, put a batch of theme building blocks on the market as soon as possible, and take a look at the feedback from consumers and children.

There are four IPs in the first batch of blocks!

Transformers, Ultraman, Kamen Rider, Super Team!

These four IP themes are very famous and have a certain influence in the world. Do these four models in the early stage. If the response is good, then prepare other IP theme series.

The "Ultraman" series was launched first.

The brand-new Lego toys were released for sale in early August. [Dejia Ultraman IP Theme Kit].

The set is expensive!

It contains a total of hundreds of building blocks, 5 Tiga (composite, powerful, air, dark) and random monster ‘articulated’ dolls, and 20 scene components (street lights, vehicles, trash cans).

The building block and Tiga dolls are the same, but the monster dolls and scene components are different for each package and completely random.

After children get this set, they can use building blocks to assemble buildings and terrain, write their own stories and play building games. Try your best to use your brain under the framework of Tiga.

This approach stunned the colleagues.

Don’t building blocks have to be "free"?

Did Meng Black Pig take the wrong medicine? Your Ultraman IP is indeed dangling, but you use it in the field of building blocks to restrict children's freedom of construction. Who will pay the bill?

The result surprised them.

I thought that this LEGO [Diga Components Pack] violates the "free construction" concept, and it must be slow and no one buys it.

But the actual sales are very good!

It can even be said that demand exceeds supply...

Because this package is a "experimental product", there are not many stocks in the early stage. Faced with such a hot sale, soon there was no stock to sell.

Parents who bought it have posted videos and photos of their babies playing Tiga blocks on social platforms, Moments and other places.

They said.

This Tiga building block will make babies love it. Every day, lying on the mattress, using blocks to command Ultraman and monsters to "destroy the city", he had a lot of fun.

There is even a parent because I am proficient in editing and special effects. So he cut the video recording of his son playing with building blocks into a short film, added special effects and dubbing in the later stage, and became popular on Facebook and Twitter.

Meng Lang saw it too!

In the video, Golzan suddenly appeared, the plastic little people were frightened in a panic, trash cans, street lights, and electrical wires flew around, and buildings made of building blocks fell apart.

Suddenly, there was a flash.

Diga raised his right hand and appeared in front of the crowd, hammering Golzan to death on the spot with fierce fists. In this process, the building block version of GUTS Feiyan came out to play a round of soy sauce.

In the subtitles at the end, the parent proudly said: "This performance, including the setting of the scenes, character actions, and storytelling, was completed by his 5-year-old son. He was only responsible for dubbing and editing of special effects."

That's awesome!

This video was circulated wildly on the Internet, with a cumulative broadcast volume of more than 100 million in three days, and many people have understood the charm of "magic building blocks".

It is said that...

This parent also got PD sponsorship for this video, the amount is unknown. PD encourages him to continue to make this kind of video, it is best to make a "long series", which is updated once a week!

This is not alone!

Every child who gets a "magic building block" may have a similar performance. However, their parents are not post-professionals, so they did not become popular.

"President Meng, you are really a god!"

"Did you know? The cumulative sales of our magic bricks have exceeded 1 million copies! Cumulative sales have reached 580 million US dollars!"

Only a few days now?

It can be said that the speed of collecting money from magic blocks is not inferior to that of Yu-Gi-Oh. It is even worse. After all, the unit price of the game king card is low, and it only depends on the "volume" to make a profit.

And the magic blocks...

The unit price is almost "2.1 yuan/piece", how much do you think the cost can be for a small piece of plastic?

"As expected!"

Facing the excited Wang Kui, UU Reading www.uukanshu.com Meng Lang put his hands on his back and stood in front of the floor-to-ceiling windows and said calmly, "You are still not steady enough, where is this?"

It's just a "Tiga component"!

For the Ultraman series alone, there are dozens of 20 Ultraman themes to choose from. Not to mention, the Kamen Rider and Super Team next door are also more than a dozen themes...

The "money" journey is bright!

With so many IPs under PD, split into different themes, it should be enough for Lego to do it for a lifetime. Even if it is not enough, you can also work with other companies to do some other themes.

For example, "Dia Car" component package?

"Golden Horse Hotel" component package?

"Black Pig Wedding" package?

Only consumers can't think of, there is no theme series that Meng Lang dare not do. In terms of making money, you should not worry about it.

Of course, profit belongs to profit.

Themed IP blocks can only make money, but cannot build a reputation and increase the visibility of the blocks. "Freedom to build" and "Building Block Assembly Contest" are also time to put on the agenda.

Make a big news first!

Meng Lang has arranged hundreds of staff, under the leadership of the designer, to build a 150-meter-high "Pyramid of Khufu" in PD Jiangchuan Paradise using basic Lego bricks.

Along with it, there is a "Sphinx" built with basic building blocks!

Of course, this project is a bit large, and it will definitely be out of play for a while. Meng Lang estimated that if it can be set up in the middle of next year, it will almost pass.

And it costs a lot...

To build such a pyramid, the building blocks used can fill thousands of standard swimming pools. Staff salaries, site maintenance, and odds and ends add up to Mengzi's distress for a long time.

but……

Once completed, it will surely attract the world's attention!