Another interesting article that's a must-read for those fluent in English is "The Long Tail of LEGO," which is actually an excerpt from Chris Anderson's book, " Makers ." The author discusses the "Long Tail" phenomenon, a term used in various fields such as commerce and SEO, which also defines (among other things) products whose small-batch production has been made possible by the internet and which, until now, have offered little visibility through traditional channels. He presents an example using LEGO, the giant that has always refused to produce so-called contemporary weapons, and Brickarms , the small manufacturer of ABS plastic toy weapons.
He elaborates on the idea that Brickarms ultimately benefits LEGO by providing customers old enough to move on with accessories that allow them to prolong their passion for LEGO and combine it with their interest in warfare. A 10- or 11-year-old who might be growing tired of plastic ninjas or fire trucks would find in Brickarms something to satisfy their desires for soldiers, special forces, and warfare. Brickarms, Brickforge, and all the other manufacturers of this size would thus offer LEGO an additional opportunity to attract fans who have escaped the " Dark Age " and are ready to invest even more in their passion, which has now become a collection.
LEGO would have understood the interest of letting these third-party manufacturers produce accessories that are not in its catalog for ethical reasons and would implicitly support them by providing them with recommendations as to the plastics and techniques to be implemented to comply with the spirit of the brand. These small manufacturers have a more flexible structure than that of the giant Billund which plans its products well in advance and validates them through a complex commercial and industrial process.
Brickarms thus benefits from this "long tail" by following in the footsteps of the manufacturer, whose inventory it supplements with its creations, which ultimately don't compete with existing products. All these small manufacturers are indirectly part of the LEGO commercial galaxy and fill the gaps left by the manufacturer by meeting the expectations of customers looking for specific products. The internet allows them to occupy these market niches, communicate effectively, and market their small product lines to fans.
If you have the time, go take a look at this very interesting article , which almost makes you want to read the book in question.
