Hasbro's Kre-o! Is Lego seriously going to let this happen?

[Omegablue]

Hi there fellow Lego fanatics.

I was recently going through the images of Toy Fair 2012, and this toy line by Hasbro left me speechless. It's called Kre-o (New to me), which does sound a bit like Lego, and its launching licenses are the summer film, Battleship, and their Transformers flagship.

My real disbelief comes that they've identically copied most, if not all of Lego's pieces. Now I'm wondering if Lego is going to let Hasbro get away with this? I'm really surprised as lately alot of people are on the bench of Sopa, and protecting original licensed work.

Anyway, I feel this line is beyond copying. It looks more like they made latex moulds over Lego's original pieces.

What is your view on this? And how will it impact Lego especially as it's going to be cheaper and towed by the marketing juggernaut of Hasbro?

Here's the link.

Kre-O

Edited February 15, 2012 by Omegablue

[prateek]

Continue this right here buddy! While they are nice, they are nowhere as nice as Lego, and they fill separate niches IMO.

[Omicron]

To answer your question, yes Lego is going to let this happen because they already do that with MegaBloks, Knex, and Cobi.

Welcome to the internet BTW.

-Omi

[Vindicare]

Kre-o isn't the first, and it won't be the last, interlocking plastic brick toy aside from LEGO. I wouldn't exactly lose any sleep over Hasbro. Just take a deep breath, tell yourself it's going to be okay and go buy some LEGO.

[branolego]

well judging by the way the hasbro kre-0 has been selling here at my local toys r us and walmart and everyother store that carries it, it looks as though they are having a really hard time doing so. they are always on sale and much better sales than lego. plus the shelves are always full, where the lego supply is well not full. so im pretty sure that lego doesnt have to worry about anything. plus the plastic feels cheaper and the building techniques they use is less to be desired . once they buy one and see that its not lego quality, they will return.

[Nightcruise]

I don't see the issue, its not like Hasbro is cloning a Lego series. They are making their own brick company and useing their own theme. Plus the line has been around for a year now and even back in 2004 they had a brick company.

I don't think Lego can act as I remember seeing something about how they no longer have full control over the brick design patent.

[Lyichir]

I don't see the issue, its not like Hasbro is cloning a Lego series. They are making their own brick company and useing their own theme. Plus the line has been around for a year now and even back in 2004 they had a brick company.

I don't think Lego can act as I remember seeing something about how they no longer have full control over the brick design patent.

There are some deeper issues at hand with Kre-O. Some of the molds are practically lifted wholecloth from LEGO, which, while not new for clone brands, reeks of hypocrisy on Hasbro's part considering how fervent they have been about litigating those who lift the molds of, say, their G.I. Joe toys. A close look at Kre-O parts reveals a long list of pirated parts, including specialized parts the likes of which more scrupulous clone-brand manufacturers such as Mega Brands avoid copying. It's a real shame that Hasbro has sunk so low in creating their own building-toy label, because LEGO fans, many of whom are toy lovers, would probably appreciate building toys based on Hasbro's propeties if the execution of that idea weren't such a cheap shot at LEGO. As it is I avoid Kre-O like the plague as a matter of principle.

[Vindicare]

There are some deeper issues at hand with Kre-O. Some of the molds are practically lifted wholecloth from LEGO, which, while not new for clone brands, reeks of hypocrisy on Hasbro's part considering how fervent they have been about litigating those who lift the molds of, say, their G.I. Joe toys. A close look at Kre-O parts reveals a long list of pirated parts, including specialized parts the likes of which more scrupulous clone-brand manufacturers such as Mega Brands avoid copying. It's a real shame that Hasbro has sunk so low in creating their own building-toy label, because LEGO fans, many of whom are toy lovers, would probably appreciate building toys based on Hasbro's propeties if the execution of that idea weren't such a cheap shot at LEGO. As it is I avoid Kre-O like the plague as a matter of principle.

How is it low of Hasbro creating a line like this? I don't understand what all the hate for clone brands...it's like the respective companies killed your dog. You don't like it, don't buy it. Just because were AFOLs doesn't mean we have to stick our noses up at other brands. Just ignore it. Then, put on your blinders when you get to the toy aisle.

[MetroiD]

Welcome to the internet BTW.

Dunno if that was on purpose, but...

As to Kre-O & the likes: most of the original (crucial brick/plate design) patents filed by LEGO have by now expired. It's not a question of whether they are going to "let" this happen, because it is happening. Lifting molds? If said molds are 30+ years old, it's very much legal and hardly constitutes hypocrisy. The way I see this, the more competition LEGO gets, the more pressure TLG will feel to keep improving their product - and, hopefully, amend their prices. So, all in all, there's no way in which this would be bad for the customer. I don't care at all about clone brands, but I appreciate the positive effect they can hopefully have in the long run.

[Bob]

The way I see this, the more competition LEGO gets, the more pressure TLG will feel to keep improving their product - and, hopefully, amend their prices. So, all in all, there's no way in which this would be bad for the customer. I don't care at all about clone brands, but I appreciate the positive effect they can hopefully have in the long run.

You're right, it's simple market economy principles.

Anyway, I actually bought one of these models, the Starscream to be exact. I might now be considered a heathen, but I'm really a sucker for anything Starscream so I had to get it.

Truthfully, the blocks aren't that bad, they're actually very nice quality. I'm sure because it comes from a reputable brand, Hasbro, but the build was semi-challenging and rather enjoyable. I've found that the pieces are sturdy and nothing has ever broken off. It's just my opinion, though.

[TomRoid]

Lego's patents are less of a copyright and have long expired.

[yixin]

dont worry, FOLs, I think in the end, people would realize its not worth their money to buy the poor quality rip offs. Lego is one of the best toy brands in the world in terms of quality, play-ability and many more. mega bloks kre o lego

[vexorian]

Patent for bricks expired and the other pieces are similar but not identical. Transformers in general are horribly overrated and the bricks are still poor quality anyway. Nothing for TLG to worry about.

Edited February 16, 2012 by vexorian

[Lyichir]

Dunno if that was on purpose, but...

As to Kre-O & the likes: most of the original (crucial brick/plate design) patents filed by LEGO have by now expired. It's not a question of whether they are going to "let" this happen, because it is happening. Lifting molds? If said molds are 30+ years old, it's very much legal and hardly constitutes hypocrisy. The way I see this, the more competition LEGO gets, the more pressure TLG will feel to keep improving their product - and, hopefully, amend their prices. So, all in all, there's no way in which this would be bad for the customer. I don't care at all about clone brands, but I appreciate the positive effect they can hopefully have in the long run.

I'm not talking about 30 year old parts. I'm talking about parts like this one, which Kreo has an almost exact duplicate of. I can't even fathom why, as it's not a very standard or even useful part, except for sheer laziness on Hasbro's part. I don't believe that such brands pose any threat to LEGO, but it's disheartening to see a historically innovative toy company like Hasbro resorting to aping another company's designs.

[Mr Benn]

Truthfully, the blocks aren't that bad, they're actually very nice quality. I'm sure because it comes from a reputable brand, Hasbro, but the build was semi-challenging and rather enjoyable. I've found that the pieces are sturdy and nothing has ever broken off. It's just my opinion, though.

^ This.

I don't know why people get so upset about MB or Kreo - it's ALWAYS good to have an alternative, and actually having more competition keeps Lego on their toes a little bit more.

There are too many good licenses around for Lego to deal with, so I'm sure that there are a lot of people around who are pleased that Hasbro has released the Transformers Kreo sets (despite some opinions here that Transformers are 'horribly overrated' - try telling the general population of 6 to 10 year old boys that!)

Edited February 16, 2012 by Mr Benn

[Rook]

It’s not surprising at all that Hasbro is trying to get a slice of the biggest toy pie. The way the court case went against Lego ® a few years ago, basically any one can make a brick of any shape as long as it has “slight” differences. You’ll see on a lot of the “copied” bricks there are very very very subtle differences. A single crease, dent, angle, bevel, and wow look it’s completely different! Well at least to the courts.

Biggest thing that still sets Lego apart is gripping power and plastic quality. As long as they keep that up they still have a product worthy of purchasing and collecting.

Edited February 16, 2012 by Rook

[Omicron]

Biggest thing that still sets Lego apart is gripping power and plastic quality.

I've never had those problems with other brands.

-Omi

[Vindicare]

I've never had those problems with other brands.

-Omi

I think too many people on here have blind hate towards any plastic brick toy that isn't LEGO. In the past I bought an MB set, I don't ever remember a problem with staying together.

[Arigomi]

Clutch power isn't really a defining trait these days. What sets LEGO apart is the amount of precision used to account for tolerance stack up.

When you put a bunch of bricks together the little bit that is out of specification on each piece multiplies into a larger total value. If the tolerance stack up is too large then you will have trouble with interlocking. The higher standard of precision that TLG uses costs more money to achieve. That is why LEGO sets are more expensive. The advantage to higher precision with tolerance stack up is the ability to create large models without running into interlocking problems. Modular buildings wouldn't be possible without this higher degree of precision.

Clone brands have gotten steadily better over the years. They could match TLG's level of precision but are currently satisfied with a "good enough" approach in order to compete at lower price points.

Edited February 17, 2012 by Arigomi

[yixin]

But anyways, all the clone brands have copied most of their brick designs from lego's brick. though lego's patent has expired, but if those other brands are taking the opportunity to make their own lego lookalikes, I call that 'uncreative'. after all, most of their bricks have studs. (which are lego's creation)

[Peppermint_M]

But anyways, all the clone brands have copied most of their brick designs from lego's brick. though lego's patent has expired, but if those other brands are taking the opportunity to make their own lego lookalikes, I call that 'uncreative'. after all, most of their bricks have studs. (which are lego's creation)

Nope, that is Kiddicraft. LEGO invented the tubes for improved grip and altered the measurements from Imperial to Metric.

Kre-o is using OXFORD bricks from Korea, a great quality product.

[Hrw-Amen]

I think the only thing to slightly worry about from TLGs perspective is that I have heard several people in several different shops refer to 'LEGO's Kre-O range' and how disappointed they were with them when bought for their son/daughter. It would appear that many people for whatever reason do actually think that Kre-O is made by TLG, whereas I have not heard that so much of other clone brands.

[Lyichir]

Another problem I have with Kre-O is that it could've been so good. I'm not expecting LEGO quality, but with lines like Transformers there could've been some creative, functional designs. Instead the sets only "transform" by taking them apart and rebuilding them differently. And neither the robot or vehicle modes come out looking all that good, anyway.

[Arigomi]

Another problem I have with Kre-O is that it could've been so good. I'm not expecting LEGO quality, but with lines like Transformers there could've been some creative, functional designs. Instead the sets only "transform" by taking them apart and rebuilding them differently. And neither the robot or vehicle modes come out looking all that good, anyway.

I suspect that Hasbro did that intentionally. The last thing Hasbro wants to do is cannibalize their sales of Transformer action figures with Kre-O.

[Javert]

Ok, I come clean, I also play with Character Building Doctor Who stuff .....I couldn't resist it when I found out it was coming! The quality of the bricks is really good and it connects with LEGO very well!