LEGO Demos High-Tech Robot Out of the Box

Using an assembled robot and a button-activated voice box, LEGO's Mindstorms NXT shelf display shows "consumers how amazing the Mindstorms NXT product is outside of the box," says Darryl Kelley, in-store marketing coordinator for LEGO Systems Inc., Enfield, CT The toy allows consumers to create humanoid, animal and vehicle robots that users can program to see, hear, think and feel."LEGO was looking to create excitement on the retail shelf by showing an actual assembled robot," says Kelley. "The features of the robot kit are explained in a 15-second consumer-activated soundtrack and on the graphics placed on the showcase."While Mindstorms NXT debuted in 2006, having a display with the product out of the box and adding audio gives the toy more exposure to the consumer, says Kelley. "Since we have never produced a Mindstorms NXT model case before, we wanted to test the waters and bring attention to one of the coolest products in our line." Produced by Frank Mayer and Assoc., Grafton, WI, the display targets children ages 10 and older, adult LEGO enthusiasts and parents. Placed in the LEGO aisle next to Mindstorms products, the P-O-P provides information about Mindstorms NXT, which, like other LEGO products, must be assembled by the end user. The robot has a small LCD screen that can produce images and sound. "LEGO toys have come a long way since the toy -- a wooden duck -- was developed in 1932," says Kelley. "Today, we have multiple building platforms for builders young and old, from using basic building bricks to building and programming intelligent robots."The display also has callouts highlighting the different sensors -- touch, light, ultrasonic and sound -- and explaining their uses, as well as describing the NXT brick (the robot's "brain") and the programmable software. "We felt that at times these functions and advantages of the product can be overlooked, so it was important to inform consumers about these features," he explains.LEGO tested the display in 150 Toys "R" Us stores to see how well the product sold versus locations without point-of-purchase materials, not an inexpensive endeavor for the $259.99 (retail price) toys. "Model boxes have proven to increase sales with LEGO products in the past, and we hope to see a similar result with this box," says Kelley.

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