"IP Theme!"

"Building blocks are a free-spirited educational toy with no specific gameplay or theme. You can play as much as you want!"

"But being too free can also be problematic. The kids get the bricks, but they don't know what to do!"

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

On the twelfth floor of the PD Building, in the multi-functional conference hall, Meng Lang circled the word "freedom" on the whiteboard with a signature pen, and then said: "Restrict freedom!"

"Using an IP framework, we can produce a set of purpose-built components and develop an extremely interesting and engaging theme within which children can add storylines and build building block games. ”

"But ......"

Ma Teng put down his pen and asked: "Isn't this going against the concept of 'free building' of building blocks?

"That's why I decided to list the IP-themed series separately and not to confuse it with other series. If you want to be free, then you can play with other building blocks, and if you want IP blessing, then you can play with theme building blocks. ”

Meng Lang smiled: "I gave them the right to choose, how to choose, that is the consumer's own business." ”

That's pretty much it.

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 restricts freedom to a certain extent.

The idea is good!

But everyone still has a doubt.

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

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

"Give it a try and you'll find out!"

The product is not on the market, and Meng Lang can't fill it 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 see the feedback from consumers and children.

There are four IPs in the first batch of building blocks!

Transformers, Ultraman, Kamen Rider, Super Sentai!

These four IP themes are very famous and have a certain influence around the world. Make these four firsts in the early stage, and if the response is good, then prepare other IP-themed series.

First of all, the "Ultraman" series will be on sale.

The brand-new LEGO toys went on sale in early August with a batch of [Ultraman Tiga IP-themed component sets].

The set is expensive!

It contains a total of hundreds of building blocks, 5 Tiga (compound, powerful, airborne, dark) and random monster 'joint actionable' figures, and 20 scene components (street lights, vehicles, trash cans).

The brick cubes and Tiga dolls are the same, but the monster dolls and scene components are different for each pack, and they are completely random.

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

This approach stunned the peers.

Aren't building blocks meant to be "free"?

Meng Heizhu took the wrong medicine, right? Your Ultraman IP is indeed in your mouth, but you use it in the field of building blocks to restrict children's freedom to build, who will pay?

The results took them by surprise.

I thought that Lego's [Tiga Component Pack] violated the concept of "free construction", and it must be unsalable and no one bought it.

But the actual sales are very good!

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

Because this component package is a "trial product", there is not much stock in the early stage. In the face of such a hot sale, there will soon be no goods to sell.

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

They stated.

This Tiga building block makes your baby love it. Every day, lying on the mattress, he used the building blocks to direct Ultraman and the monsters to "destroy the city", and had a lot of fun.

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

Meng Lang also saw it!

In the video, Gorzan suddenly appears, the plastic villains are frightened, garbage cans, street lamps and power lines are flying, and building blocks are falling apart.

Suddenly, there was a flash of light.

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

In the closing credits, the parent proudly said: "This performance, including the scene layout, character movements, and storyline, was all completed by my 5-year-old son, who was only responsible for dubbing and special effects editing. ”

Isn't that cool?

This video went viral on the Internet, with a total of more than 100 million views in three days, and many people have understood the charm of "magic blocks".

Reputedly......

This parent also received PD sponsorship because of this video, the amount is unknown. PD encouraged him to continue making this kind of video, preferably as a "feature-length series", with one episode per week!

This is not an isolated case!

Every child who gets the "magic bricks" may have a similar performance. However, their parents are not in the late stage of their profession, so they did not become popular.

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

"Did you know that the cumulative sales of our magic building blocks have exceeded 1 million copies! The cumulative sales have reached 580 million US dollars!"

It's only been a few days, huh?

It can be said that the speed of the magic building block is not inferior to that of the Yu-Gi-Oh. Even more than that, after all, the unit price of Yu-Gi-Oh cards is low, and it all depends on the "volume" to make a profit.

And the magic bricks ......

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

"I expected it!"

Facing the excited Wang Kui, Meng Lang put his hands behind his back and stood in front of the floor-to-ceiling window and said lightly: "You are still not calm enough, where is this?"

It's just a "Tiga component"!

In the Ultraman series alone, there are more than a dozen or twenty Ultraman themes to choose from. Not to mention, Kamen Rider and Super Sentai next door, that is also a dozen or twenty themes......

The road to "money" is bright!

There are so many IPs under PD, and they are split into different themes, which should be enough for Lego to be a lifetime. Even if it's not enough, you can still work with other companies to do some other topics.

For example, the "Dia Automotive" component package?

"Golden Horse Hotel" component package?

"Black Pig Wedding" component pack?

Only consumers can't think of it, and there is no theme series that Meng Lang doesn't dare to do. When it comes to making money, you shouldn't have to worry about it.

Of course, profit is profit.

Theme IP building blocks can only make money, not make a name for themselves and enhance the popularity of building blocks. "Free Building" and "Building Block Competition" are also on the agenda.

Let's make a big news first!

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

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

Of course, this is a bit of a large amount of work, and it will definitely be no fun for a while. Meng Lang estimated that if he could build it in the middle of next year, he would almost be qualified.

And it costs a lot......

To build such a pyramid, the blocks used could fill thousands of standard swimming pools. Personnel salaries, site maintenance, and bits and pieces add up enough for Meng Zai to feel distressed for a long time.

But......

Once completed, it will surely attract the attention of the world!