Chapter 761

"IP theme!"

"The building block is a puzzle toy with free imagination and no specific playing method and theme. You can play as much as you like! "

"But excessive freedom also brings about a problem. The children get the blocks, but they don't know what to do! "

"So, we're going to..."

In the multifunctional conference hall on the 12th floor of PD building, Meng Lang circled the word "freedom" on the whiteboard with a pen, and then said, "limit freedom!"

"With an IP framework, produce a set of specific purpose components, develop an extremely 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, "isn't it against the idea of building blocks' free building '? Building blocks that can't be creative, are they still building blocks? "

"That's why I decided to list the IP theme series separately and not mix it up with other series. If you want to be free, you can play with other building blocks. If you want IP blessing, you can play with theme blocks. "

Meng Lang said with a smile: "I gave them the right to choose. How to choose is a matter for consumers themselves."

That's about it.

Free building blocks and IP 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 very good!

But we still have a question.

In everyone's mind, building block toys have always been "free to build" educational products.

If the freedom to build is limited and an IP theme is forced to be given, will consumers buy it? Will children like it?

"Try it, and you'll see!"

Since the products are not on the market, menglang can't say it in advance.

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

The first batch of building blocks has four types of IP!

Transformers, Ultraman, masked knights, super team!

These four IP themes are very famous and have a certain influence in the world. In the early stage, we should make these four models first, and then prepare other IP theme series if the response is good.

First of all, "Ultraman" series.

The brand-new LEGO toys launched a batch of "Diya Altman IP theme package" in early August.

Suits are expensive!

It contains hundreds of building blocks, five diga (composite, powerful, air, dark) and random monsters "joint movable" puppets, and 20 scene components (streetlights, vehicles, garbage cans).

The building blocks are the same as the diga puppet, but the monster puppet and the scene component, each package is different, completely random.

After children get this set, they can use building blocks to assemble buildings and terrain, write their own stories and build games. Try to play your brain hole in the framework of Degas as much as possible.

This practice, stunned colleagues.

Isn't building blocks free?

Did Meng black pig take the wrong medicine? Your Altman IP is indeed in use, but you use it in the building block field to limit the children's freedom to build. Who will pay?

They were taken aback by the results.

I thought that Lego's "Dijia package" was against the concept of "free building", and it was definitely unsalable and few people bought it.

But the actual sales are very good!

It can even be said that supply exceeds demand

Because this package belongs to the nature of "experimental products", there is not much stock in the early stage. In the face of such a hot sale, soon there is no goods to sell.

The parents who bought them showed videos and photos of their babies playing with Dijia blocks on social platforms and friends' circle.

They said.

This Dijia building block, let the baby fondle. Every day, he lies on the mattress and commands Ultraman and monsters to "destroy the city" with building blocks and has a lot of fun.

There is even a parent, because I am proficient in editing and special effects. So he cut a video of his son playing with building blocks into a short film. Later, he added special effects and dubbing, which made a big fire on Facebook and twitter.

Meng Lang saw it too!

In the video, gorzan suddenly appears, plastic children panic, trash cans, street lights and wires fly, one building after another building blocks fall apart.

Suddenly, there was a flash.

Degas raised his right hand and appeared in front of the crowd. He killed gorzan on the spot with his fierce fists and feet. In this process, the building block version of guts flying swallow came out to play a round of soy sauce.

At the end of the subtitle, the parent was very proud to say: "this performance, including the setting, character action and story, was completed by his son, who is only responsible for dubbing and special effects editing."

Cool, OK!

This video has been wildly spread on the Internet, with a cumulative broadcast volume of more than 100 million in three days. Many people have learned the charm of "magic building block".It is said that

Because of this video, this parent also got PD sponsorship, the amount is unknown. PD encouraged him to continue shooting this kind of video, preferably to make a "long series" with an episode every week!

This is not an example!

Every child who gets a magic building block may have a similar performance. But their parents, not professional late, so they did not get angry.

"Mr. Meng, you are a god man!"

"Do you know? Our magic building blocks, cumulative sales have exceeded 1 million copies! Cumulative sales, up to 580 million dollars! "

Just a few days?

It can be said that the speed of magic building blocks to circle money is not inferior to that of game king. After all, the unit price of the game king card is low, and profits can only be made by "walking volume".

And magic building blocks

The unit price is about "2.1 yuan". How much do you think the cost of a small piece of plastic can be?

"As I expected!"

In the face of excited Wang Kui, Meng Lang put his hands on his back and stood in front of the French window, saying, "you are still not calm enough. Where are you going?"

It's just a diga component!

There are more than 20 Altman themes to choose from. Not to mention, next door masquerade knight and super team, that is also more than 20 Themes

The road of "money" is bright!

With so many IPS under PD, it should be enough for LEGO to do it for a lifetime. Even if it is not enough, it can also unite with other enterprises to do some other topics.

For example, DIA car package?

"Golden Horse Hotel" package?

"Black pig wedding" package?

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

Of course, profit is profit.

Theme IP building blocks can only make money, can not make a name, improve the popularity of building blocks. "Free building" and "building block assembly competition" are also time to put on the agenda.

Make a big news first!

Meng Lang has arranged hundreds of staff members to build a 150 meter high "Hufu pyramid" equivalent to a 40 storey building in PD Jiangchuan park with the help of designers.

With it, there is also a "Sphinx" built by basic building blocks!

Of course, the amount of work is a little large, and it will certainly not work for a while and a half. Meng Lang estimated that it would be qualified if it could be built in the middle of next year.

And it costs a lot

Building such a pyramid would fill thousands of standard swimming pools with blocks. The salary of the staff, the maintenance of the venue, piecemeal and piecemeal, are enough for Meng Zi's heartache for a long time.

But

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

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