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IP theme!

Building blocks are an educational toy that lets you use your imagination freely. There is no particularly clear gameplay or theme. You can play with it however you want!

But too much freedom can also cause a problem. Children get the building blocks but don't know what to do!

So, we are going to...

On the 12th 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!

Use an IP framework to produce a set of components for specific purposes, develop an extremely interesting and attractive theme, and allow children to add storylines and build block games within this framework.

But……

Ma Teng put down his pen and asked: Wouldn't this violate the concept of 'free construction' of building blocks? If building blocks cannot be freely used to express creativity, are they still building blocks?

That's why I decided to list the IP theme series separately so as not to mix them with other series. If you want freedom, then you can play with other building blocks. If you want IP blessing, then you can play with themed building blocks.

Meng Lang smiled and said: I gave them the right to choose. How to choose 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 limits freedom to a certain extent.

The idea is quite good!

But everyone still has a doubt.

Building block toys have always been a freely constructed educational product in everyone's mind.

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

“You’ll know after you try it!”

The product hasn't been launched yet, and Meng Lang can't fully explain it in advance.

He just gave an IP theme plan, and then asked the factory to step up production and put a batch of themed building blocks on the market as soon as possible to 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. In the early stage, we will make these four models first. If the response is good, we will prepare other IP theme series.

First, the Ultraman series will go on sale.

The brand-new Lego toys launched a batch of [Ultraman Tiga IP themed component sets] for public sale in early August.

The sets are priced at a premium!

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

The building blocks and Tiga dolls are the same, but the monster dolls and scene components are different in each package and are 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. Use your imagination as much as possible within the Diga framework.

This approach shocked colleagues.

Aren’t building blocks meant to be “free”?

Did Meng Heizhu take the wrong medicine? Your Ultraman IP is indeed great, but if you use it in the field of building blocks and restrict children’s freedom of building, who will pay the bill?

The results surprised them.

I thought that Lego's [Diga component pack] violated the concept of free construction and would definitely be slow to sell and no one would buy it.

But the actual sales are great!

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

Because this component package is a test product, there is not much stock available in the early stage. Faced with such hot sales, there will soon be no goods left to sell.

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

they expressed.

This Tiga building block is something that babies can't put down. I lay down on the mattress every day and use building blocks to direct Ultraman and monsters to destroy the city and have a great time.

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, added special effects and dubbing later, and it went viral on Facebook and Twitter.

Meng Lang saw it too!

In the video, Golzan suddenly appeared, causing the little plastic people to panic. Trash cans, street lights and wires flew around, and buildings made of building blocks fell apart one after another.

Suddenly, there was a flash of light.

Diga raised his right hand high, appeared in front of everyone, and beat Golzan to death on the spot with his fierce fists and kicks. During this process, the building block version of GUTS Feiyan came out to make a round of soy sauce.

In the subtitles at the end, the parent proudly said: This performance, including the scene layout, character movements, and story plot, was all completed by my son who is only 5 years old. He is only responsible for dubbing and special effects editing.

So cool!

This video went viral on the Internet, with cumulative views exceeding 100 million in three days. Many people understood the charm of magic building blocks.

It is said...

This parent also received sponsorship from PD for an unknown amount because of this video. PD encouraged him to continue making this kind of video, preferably into a long-form series with one episode updated every week!

This is not an exception!

Every child who gets a magic building block may behave similarly. However, their parents were not late professionals, so they did not become popular.

Mr. Meng, you are truly a god!

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

How many days has it been?

It can be said that the speed of making money with Magic Building Blocks is not inferior to Yu-Gi-Oh! Even worse. After all, the unit price of Yu-Gi-Oh cards is low, and profits only come from volume.

And the magic blocks…

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

As I expected!

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

It’s just a “Diga component”!

In the Ultraman series alone, there are more than ten or twenty Ultraman themes to choose from. Not to mention, Kamen Rider and Super Sentai next door also have dozens or twenty themes...

The money future is bright!

There are so many IPs under PD, and if they are split into different themes, it should be enough for Lego to last a lifetime. Even if it is not enough, we can also cooperate with other companies to create some other themes.

For example, the Diya Auto 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 make. When it comes to making money, you shouldn’t have to worry about it.

Of course, profits are profits.

Theme IP building blocks can only make money, but cannot build fame or increase the popularity of the building blocks. It’s time to put “free construction” and “building block assembly competition” on the agenda.

Let’s get some big news first!

Meng Lang has arranged for hundreds of staff, under the leadership of designers, to use basic Lego bricks to build a 50-meter-high Khufu Pyramid in PD Jiangchuan Park, which is equivalent to a 10-story building.

Matching it, there is also a Sphinx built with basic building blocks!

Of course, the workload of this project is a bit large, and it will definitely be over in a while. Meng Lang estimated that if it could be set up by the middle of next year, it would be almost qualified.

And it costs a lot of money...

To build such a pyramid, the building blocks used can fill hundreds of standard swimming pools. The staff salaries, site maintenance, and all the other bits and pieces together were enough to make Mengzi feel distressed for a long time.

but……

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