To control them all!
Contract agreements with the other stores are the rings, my friends. There is a company Lie-Nielsen out of Maine. They make the worlds best wood planes and woodcrafting tools. Other stores carry some of their product, but they all have a strict contractual agreement about the price variations available. You will not find any sales of Lie Nielsen products in a hardware or woodworking store, and even the home company does not offer sales other than a coupon in the catalog or a seasonal special. Lie-Nielsen is very smart for controlling the prices this way. There is a limited amount of tools they can create, and they want to make sure buyers are not gravitated to any one source. When it comes down to actually purchasing a tool from there, there really isn't any choice. I either buy it for the retail price from the home store, or I buy it for the retail price from a local store. Each one is pretty much the same. Maybe I save on tax by ordering from Maine, or maybe I get it faster by ordering from a local store. Either way, I come off feeling the same way. I just bought a great tool at a high price.
Anyway, if you look at how much Lego product is being carried by Walmart, Target, etc., there always seems to be an abundance of it. So it is a different monster, but the price contracting holds a more sinister purpose: control.
Now I am not sure of this, but I would guess that the reason is that TLG agrees to not have discounted sales if the other retailers agree to buy a certain quantity of product. Target might not want 50 Jabba Barges for each store, but they will if TLG agree to keep the price up at their stores and allow Target to throw sales, and even sell at clearance levels. Target knows that no matter how many of an item they are required to buy from TLG, they will be able to unload it if TLG never drops their retail prices. If Lego started selling items at discounts, then the Targets and Walmarts would have stock stagnating longer than they do now, and might not agree to purchase those 50 Jabba Barges for each store.
It is not a bad setup. Lego is assured of issuing large amounts of stock per Target stores, and Target is assured of pretty much selling all they agree to carry. Lego Group is more of a window shoppers display center to catch new enthusiasts and sell in malls or areas where there most likely isn't a Target connected.
I like the Lego Store. I like buying at Target/Walmart. The Lego Group knows this. They planned it this way. They gave me a choice, though the choice isn't really a choice at all. I feel powerful because I can buy wherever I want and most likely find a bargain. This makes me happy. The Lego Group knows this. I get my precious Lego bricks and I am happy; the all-seeing eye of The Lego Group controlled both me and the store I purchased my precious from.