You are right Tedward, it's about cost on one side and how well it will do financially on the other.
I haven't seen any numbers, so I could very well be wrong, but with the extensive studies and the massive marketing campaign I think those costs for Friends are higher than for other lines, and thus the company has more riding on this one. Of course, if
Friends is a success it could be a huge one, so I'm not saying they shouldn't take that risk.
...but will it be a success? Because it is targeted at girls, there are many more unknowns here than with "regular" lines. What we do know is that the previous girls' lines didn't do very well. That's not in Friends' favor.
Tedward wrote:when we got the latest catalog last week she made her usually "wish list" and it included three sets from the new Forest Police and City series and almost every single Friends set available
If your daughter made a Lego wish list that included Forest Police and City, she's probably not a typical representative of the demographic that they want to reach with Friends. In my four years of working with Lego in a store, I've observed and talked to customers as well as industry professionals about the girl-lego relationship, and my general impression is that the barrier between girls and the lego toy concept is a great one. If Friends can break it down, then great.. But I doubt it.
Kosh wrote:despite having the new 'Friends 'fig' they took the time and spent the money to 'Do it Right'. Other than the 'Friends 'fig' the rest of it works at Minifigure scale well enough and it adds some nice interesting colors in pieces that seem to have AFOL's ready to buy copies of the sets.
Tedward wrote:They have designed sets that do NOT use crazy amounts of juniorized parts and added accessories that can be used by minifigs not just the mini-dolls.
Yes, the Friends sets are compatible and has interesting colors and pieces - I see arguments like these everywhere, and for AFOL interest in the products, they are certainly relevant - but why are compatability and new colors good things when we are talking about appealing to girls who have little or no interest in lego in the first place? AFOLs are far from enough to secure the commercial success of a line (Heck, most AFOLs I know never buy sets at MSRP): The main group they need to reach with Friends are the ones who are currently playing with dolls and various pinkfigs, and most of them won't care if Olivia's hair will fit Kai and Zane or not.
Now, I realize this sounds negative, so for the record: I don't want Friends to fail, I'm not sure Friends will fail, I just think it very well might
fail. There are still some variables missing though, like the marketing strategy. But they need a good one.