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LEGO® Universe to close in 2012

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Author Topic: LEGO® Universe to close in 2012  (Read 821 times)
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« Reply #40 on: November 13, 2011, 06:14:43 pm »

From Brick Universe, by SentinelKnightW... :

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Dear members of Brick Universe

Hello all !!! here is a copy of letter sent to LEGO Corporate on 11-12-2011 by us parents.

Thank you for your attention

Please pass the word.

-----------------------------------------------------------

Dear

Mr. Kjeld Kirk Kristansen, Owner
Jorgen Vig Knudstorp, CEO
Sten Daugaard, CFO
All Lego Group
And other partners

We respectfully are writing today us parents to share and express our discontent towards the way Lego Universe is being handle by the Lego Group since the announcement of the closing of the game.

We know Lego Group as a company has been doing wonderful reaching their targets, zero recalls in 2010, top tent on employee safety, energy Efficiency Company, recycling your own waste, and supporting the learning of aprox. 55 million children in 2010; but what do you think as a company those children that you try to support are learning from this bad experience; you can just take a look at the Lego Universe message boards comments, or go into the game and hear comments of disappointed kids and a lot of frustration; some of these kids even are expressing frustration when they go to school, or at home when they cry because they can’t understand how something like this can happen.

As parents we believe that this was the wrong way to closed this game. The approach that you have decided to take towards children players of Lego Universe is ruining the Lego Experience that for years you have built to achieve a success and is leaving a big negative impact in society and it will be passed from one generation to the next and for sure it won’t inspire those builders of tomorrow.
Do you think you’re sending the right message?, We don’t think so.
You’re actually affecting the growth of Lego Group and leaving a bad impression in the hearts of a lot kids. This is not a responsible way to do things.
You created a Great product with Lego Universe but you’re ruining the experience the way things are getting handled during the closing of the game; what type of “well-balanced business model” is this.
Company’s make mistakes or have products not reach their expectations but as a successful company that you’re with great products, strong values and efficient operations you need to correct immediately what’s going on with Lego Universe and respect those children that made you grow as a company “Us” now parents and grand-parents, and “Respect Our Children” that are the future builders that will keep Lego Group growing as a successful business.
Now after saying all this; if it is still in the best interest of the company to close Lego Universe go ahead and close the game, we don’t disagree; like you said it needs to be done because you didn’t attract the numbers of members needed. As parents and also business owners we wouldn’t like for a company to lose money, but before you do that, helps us save the reputation of the game and the education that it has been giving in-game on multiple ways to our kids. They have learned to be creative, socialized with other kids and learned to help each other and respect one another as one big family. Keep your promises and do it the right way, finish giving the results for all the contests that had already finished, even the ones from championship contest up to 11-10-2011 and give the prizes to those kids that are waiting to get rewarded for their big effort. Give them back their joy and pride; and try to make if possible, a special final day in-game for those kids that supported you and believed in you during all this time, and let them leave the game remembering the best experience of their lives in a massive multiplayer online game. As we all know this game is not just a regular game it promotes education and inspires children in positive ways.

We believe we can count on you Lego Group, as you stated: “ is important to keep doing the right thing in the right way” you can fix this, it is not too late and don’t forget your mission to “Inspire and develop the builders of Tomorrow”.

As you stated: “Only the best is good enough”, that’s the spirit!!!!!!

Thank you very much for your time and we hope you pay close attention to resolve these issues.

Sincerely

Parents, children and members of Lego Universe.

11-12-2011

CC:

Lego Owner
Kjeld Kirk Kristansen
Media@Lego.com

CEO
Jorgen Vig Knudstorp
Media@Lego.com

CFO
Sten Daugaard
Media@Lego.com

EVP, Global Supply Chain (GSC)
Bali Padda
Media@Lego.com

EVP, Community, Education & Direct (CED) ,
Lisbeth Valther Pallesen
Media@Lego.com

EVP, Corporate Center (CC),
Christian Iversen
Media@Lego.com

EVP, Markets & Products (M&P),
Mads Nipper
Media@Lego.com

Charlotte Simonsen
Head of corporate communications
Media@Lego.com

Helle Sofie Kaspersen
Vice President, Corporate Governance & sustainability
sustainability@Lego.com

Andrew Arnold
PR and Communications Manager
Andrew.Arnold@Lego.com

Roar Rude Tranqback
Communications Manager
Roar@Lego.com

Stephan Turnipseed
President of Lego Education North America
kbrown@LEGOeducation.us

Michael McNally
Brand Relations Director
LEGO Systems, Inc.
press@america.LEGO.com

Caroline Squire
Director of Marketing – ANZ
LEGO Australia PTY Limited
Caroline.Squire@LEGO.com

LEGO GmbH
Katharina Sutch
Technopark II
Katharina.Sutch@LEGO.com

Denmark
Johnny Skovlund
Marketing Manager
Johnny.Skovlund@LEGO.com

Norway
Anders Aanestad
Marketing Manager
Anders.Aanestad@LEGO.com

Sweden
John Andersson
Marketing Manager
John.Andersson@LEGO.com

Flemming Binderup Gammelgaard
The LEGO Group
Flemming.Binderup.Gammelgaard@lego.com

Helle Winding, The LEGO Group
helle.winding@lego.com

LEGO Group
Kristin Greene
kristin.greene@lego.com

Michael McNally, The LEGO Group
michael.mcnally@LEGO.com

Kenneth Johnson
kjohnson@LEGOeducation.us

Dustin Rhodes
drhodes@LEGOeducation.us

Fiona Chan for The LEGO Group
chan@flashpointpr.com

Eddiemae Jukes
TriplePoint
eddiemae@triplepointpr.com

Karen Lynch Nolan, Flashpoint PR
nolan@flashpointpr.com

Wendy Rutherford, Cartoon Network
wendy.rutherford@turner.com

Chris Argyropoulos, Lucasfilm Ltd.
chris.argyropoulos@lucasfilm.com

Warner Bros. Consumer Products
Janice Aguilar-Herrero
janice.aguilar-herrero@wbconsultant.com

For Marvel Entertainment
Jeffrey Klein, Callie Burrows
Jeff_klein@dkcnews.com
Callie_burrows@dkcnews.com

Dr. Charles Fombrun
Founder and Chairman
info@reputationinstitute.com

Nicolas G. Trad Executive Partner
GlobalAdvice@reputationinstitute.com

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