I got an email to take a survey this week for what looked like regular old market research. Turns out they're pretty much laying out the Master Builder Academy program. The survey laid out the details and then went on to ask about price points. Specifically, how much is too expensive, how much is a real bargain, how much is just right, and the last pricing question: Would you pay $100 a year for this in two installments? Here are the details I copied/pasted from the survey:
The LEGO Group is considering the launch of a new offering, called the LEGO Master Builder Academy.
LEGO Master Builder Academy (LEGO MBA) will unlock the creativity in children and allow them to learn - via a series of challenge levels - about the LEGO system of building and how to apply the special techniques that LEGO designers and Master Builders use. As members of LEGO MBA, kids who love building with LEGO will become even better builders, and more creative with LEGO bricks! A one-year subscription to LEGO Master Builder Academy includes:
• 6 LEGO sets, a new set delivered to your home every two months
• More than 1,000 LEGO bricks in total from those sets
• 500 pages of tips, techniques, building instructions and inspiration for more building ideas in exclusive Design books
• Access to exclusive online content, building challenges and activities to inspire, entertain and connect members with real LEGO Master Builders and fellow members.
• Recognition and reward for building achievements via the skill challenges on the website.
• An exclusive, color-coded minifigure for each new level in skill that children reach, to show off their building success!
• A new LEGO Club Magazine with each set.
Imagine children learning about design and creative concepts such as scaling, styling, sideways building, and balance as they enjoy building space craft, cars, robots, and micro-scale models! Being creative has never been more fun!