RE: Takeover target?30 Jan 2021 08:44
To respond to a couple of your points, you are confirming my point about lego being fiercely protective of their brand.BB have walked away from the LCP programme and they have secured a supply of cheaper plastic bricks, which is important as the scale of what they build takes a lot of bricks. Anyone who visited the factory knows that they have gone from using what they used to get through in a year to using that in a month. They seem to have no trouble getting supplies of bricks with all their contacts in the Far East. So while you say that lego could hunt down and find that supplier, buy them out and stop supplying BB, there are plenty of other plastic brick suppliers so BB could easily switch supplier again. I donât think thats a credible threat. These 20 âother firmsâ you refer to consist of mainly one man bands around the world, nobody is doing it at the same size and scale of what BB are doing and neither do they do it in the same sort of timescale that BB can do it with their unique and proprietary software and system. It only took them 3 months to build the brickosaurs set for Marwell for example and that consisted of over 50 models. It the ability to scale up the touring sets around the globe (once the pandemic allows) that is where the value comes IMO. BB also own the brand of bricklive around the world, and have the ability to put on multiple bricklive shows at the same time (last year they ran 8 simultaneous events around the world in the same month), not something that these other LCPs around the world can do, so when the pandemic allows thatâs another area of the business that could take off. With the right partners around the world that could be very lucrative.
The other thing that they have that is unique is the multi-year deals for IP content. That includes the majority of the best and most popular childrenâs brands on the planet. Paw patrol, Nick Jr, Peter Rabbit, Peppa pig, Snowman, Paddington etc. And the interesting thing is that Tina said that IP providers are approaching them. Content is king as they say.
The zoo rental programme is also quite unique and is an area that nobody has thought of getting into in the past, IMO thatâs what start up businesses should be doing, finding gaps in the market that nobody is in and expanding into it. Thatâs proper value generation. Same with the BL tours for city centres. The fact that its socially distant complient has also been a bonus during the pandemic as even last year LVCG has been generating revenue.
So another view about lego protectionism thatâs equally valid is that they could be eying up the new areas of zoo rentals and bricklive shows and rather than running around the suppliers and buying those up, they could try and buy out BB and expand on it in they way they want to (they certainly have the cash to do that). Any of the partners around the world might be interested now that the cash generation model has been proven to work too.