LEGO makes inexpensive, popular toys for the most part. Many sell for under $20. Its ingenuity has helped it build an empire which may be the most successful toy company in the world. Recently, LEGO has decided to use its brand to move upscale–way upscale. It is a sort of “halo effect”, a way to boost the public’s overall view of the brand
Recently the company released its Millenial Falcon toy which capitalizes on the massive success of Starwars. The price of the toy rolls in at $799. Its structure is astonishingly complex, which likely makes it impossible for any youngster to build. Maybe the product is built for adults.
LEGO describes the Millenial Falcon:
Welcome to the largest, most detailed LEGO® Star Wars Millennium Falcon model we’ve ever created—in fact, with 7,500 pieces it’s one of our biggest LEGO models, period! This amazing LEGO interpretation of Han Solo’s unforgettable Corellian freighter has all the details that Star Wars fans of any age could wish for, including intricate exterior detailing, upper and lower quad laser cannons, landing legs, lowering boarding ramp and a 4-minifigure cockpit with detachable canopy. Remove individual hull plates to reveal the highly detailed main hold, rear compartment and gunnery station. This amazing model also features interchangeable sensor dishes and crew, so you decide whether to play out classic LEGO Star Wars adventures with Han, Leia, Chewbacca and C-3PO, or enter the world of Episode VII and VIII with older Han, Rey, Finn and BB-8!
From LEGO’s standpoint, why bother with a product with an obviously narrow appeal? Branding most likely. It is not unlike what many car companies do. A high-end model to draw the public’s interest. For example, Cadillac makes a model called the CTS-V. It costs just shy of $100,000, has a 640 horsepower engine, and a top speed of 200 miles per hour. No traditional Cadillac buyer would consider owning one. But, it draws people who want to see what Cadillac can do from an engineering standpoint.
A LEGO Star Wars Millennium Falcon. Who will buy one? Almost nobody.