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"Lego sets costing $100 or more face stiff competition from cheaper alternatives for today’s kids, Robertson pointed out. “Think about what you can get now for $10 – you can get a Raspberry Pi [computer], program it with a simple visual language program called Scratch, strap a couple of sensors and motors to it and for $30 you can do something pretty cool with it.” He noted that while Lego’s offering in that space called Lego Boost also teaches kids to program, the company has oversimplified that feature. Pricing is a critical issue for Lego because “$100 will buy you a pretty nice smartphone controlled drone,” he added.
Above all, Robertson wondered if the age profile of Lego’s target market is trending younger. “There are so many cool things for 8-year-olds and 9-year olds that weren’t there even five years ago,” he said. “I just wonder whether we are starting to see a shift in fundamental play preferences.”"