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AFOL Packaging Survey – Deadline March 6

LEGO has asked for feedback for packaging for some LEGO sets that have been produced so far. You can fill out the survey at the link here. The deadline to fill out the survey is March 6.

We are a team of packaging designers belonging to the LEGO product development department. Our key mission is to design packaging that supports a strong LEGO product experience. We are conducting this survey among RLUGs/RLFMs since we know that you have a great deal of experience with our products and packaging! To achieve our mission it is important for us to get an understanding of how you perceive the LEGO packaging experience. Please help us by participating in a survey: http://lego.fluidsurveys.com/surveys/yma/afol-packaging-survey/

Please complete the survey before March 6, 2017.

Thank you in advance for your feedback – it is highly appreciated!

Kind regards,
The LEGO Packaging Experience Design Team

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LEGO at New York Toy Fair 2017

LEGO will be at New York Toy Fair and they have released a press release of what we can expect to see starting tomorrow. There will be a ton of summer 2017 sets on displayed from The LEGO Ninjago Movie to Marvel Super Heroes Spider-Man: Homecoming and Thor: Ragnarok. We will be working with some other sites who are there on site to bring you coverage.

NEW YORK, Feb. 17, 2017 /PRNewswire/ — NORTH AMERICAN INTERNATIONAL TOY FAIR, LEGO Systems, Inc. celebrates the intersection of classic construction play with digital experiences to accelerate imagination as it unveils more than 300 new building sets at this week’s American International Toy Fair. From the youngest of builders to the savviest teens, the company offers a LEGO solution for every builder of any age, building skill and interest, for any play occasion. New LEGO® BOOST and LEGO Life digital experiences inspire endless physical play potential. LEGO BrickHeadz offers a new style of mini character building catering to kids’ growing interest in collectibles. All the most popular LEGO themes, such as LEGO CITY, LEGO Friends, LEGO Star Wars™, LEGO Marvel Super Heroes, and LEGO Creator, expand with new building sets. Two major feature films starring the LEGO brand also get the building sets treatment: the recently released The LEGO® Batman Movie and the September 2017 release, The LEGO® NINJAGO Movie. New LEGO building sets are displayed at booth #1635 in Hall 3B of the Jacob K. Javits Convention Center from February 18-21.

“We inspire kids to be creative, innovative and imaginative. In today’s world, where media and technology are as much a part of the family unit as physical toys, it’s critical for us to take a thoughtful approach to extending the value of analog play to the digital space,” said Skip Kodak, senior vice president, LEGO Systems, Inc. “Our new collection gives breadth and depth, offering the classic LEGO play opportunity, plus innovative enhancements targeted to today’s generation of digital natives. Whether kids build a LEGO movie storyline at home after enjoying it at the theater, or they safely share their original creations online with a social community of peers who like to build, we provide the means by which their imaginations can be endlessly built to life.”

Younger Builders (Age 1½+)
LEGO DUPLO introduces children as young as 18 months to LEGO building with blocks that are twice the size of a classic LEGO brick. Twenty-four new DUPLO sets offer classic themes like Family House and My First Number Train, along with licensed preschool property DC Batman. Sets range from $4.99 to $59.99.

The first step in classic LEGO brick building, LEGO Juniors provides modular pieces, such as solid walls and archways, and step-by-step instructions to help builders as young as 4 years old to gain confidence in their ability to build. Popular LEGO themes are available through the collection, including LEGO City and LEGO Friends, and DC Batman.

Classic and Themed Building (Ages 5+)
LEGO Classic offers open-ended, “no instructions” building, including four new color-specific creativity boxes (blue, red, green, yellow) for $4.99 each. Every LEGO Creator set ($4.99-$69.99) provides hours of building and re-building fun with 3-in-1 models of creatures, structures and vehicles, such as new Mighty Dinosaurs, Beachside Vacation and Sunset Street Bike.

LEGO City builds the adventures of everyday heroes with detailed models and action packed scenarios. Thirty new building sets reflect themes including Police, Town, Coast Guard, Jungle and Great Vehicles, ranging from $6.99 to $119.99.

LEGO® Friends introduces over 20 new building sets featuring the girls of Heartlake City. Builder can explore hobbies, like Emma’s Photo Studio and Olivia’s Creative Lab, and new parts of the city such as Heartlake Hospital or Heartlake Sports Center. New subthemes include Show Dogs and Summer Fun, the new Snow Resort offers a lodge, ski lift and ice rink. Sets range from $4.99 to $89.99.

The LEGO NINJAGO™ saga continues with seven building sets inspired by 10 new episodes airing on Cartoon Network. Premiering in September 2017, The LEGO® NINJAGO Movie will bring the beloved ninja to the silver screen – and starting in August–new building sets based on scenes from the movie will be available.

Eight new building sets ($9.99 to $69.99) create the next chapter of LEGO Elves. Heroine Emily must rescue her sister, Sophie, from the Goblin King, as told through a Netflix series.

Five knights who “download” special powers to take on the evil Jestro return in 19 new LEGO NEXO KNIGHTS building sets, including Clay’s Falcon Fighter Blaster and Jestro’s Headquarters. The story continues in two new seasons of episodic content on Cartoon Network and a free digital gaming app, Merlok 2.0 that enhances the building fun. Sets range from $9.99 to $129.99.

Seven LEGO Speed Champions sets let builders recreate some of the fastest vehicles in the world, such as the new Mercedes-AMG GT3, Bugatti Chiron, Scuderia Ferrari SF16-H, 2016 Ford GT, 1966 Ford GT40, Ferrari FXX K, and Mercedes AMG Petronas. Sets range from $14.99 to $99.99.

Advanced builders get 13 new LEGO Technic sets this year, including 2-in-1 models like BMW R 1200 GS Adventure and Ocean Explorer, with intricate elements and features like gears, beams, pulleys, actuators and pneumatics. Sets range from $19.99 to $289.99.

Licensed Building (Ages 8+)
LEGO Minecraft™ returns bringing the virtual creative building experience of the best-selling video game to life through physical LEGO brick building. Eight new sets, priced $19.99 to $109.99, allow children to create and enjoy hands-on Minecraft adventures featuring familiar characters, biomes and unique items from the game.

Licensed Building – The Walt Disney Company
Eight new LEGO Disney sets feature beloved characters and movie scenes including Disney’s Frozen Anna, Elsa, and Disney Princess characters Ariel and Cinderella. Two sets feature new heroine, Moana, and her adventures, including Moana’s Ocean Voyage. Sets range from $5.99 to $79.99.

DUPLO sets for younger builders feature properties include Mickey Mouse and Minnie Mouse, Cinderella, Disney·Pixar’s upcoming Cars 3, along with LEGO Juniors sets inspired by Disney and Disney·Pixar’s Cars 3.

LEGO® MARVEL Super Heroes brings classic Marvel Avengers and upcoming films, Guardians of the Galaxy Vol. 2, Spider-Man: Homecoming and Thor: Ragnarok to LEGO building. Mighty Micros, containing a Super Hero and a villain plus their vehicles, such as Iron Man vs. Thanos. Sets range from $9.99 to $49.99.

Over 30 new building sets join the best-selling LEGO Star Wars collection. Sets are inspired by the Star Wars saga films, including Star Wars: The Force Awakens, plus Rogue One: A Star Wars Story and the STAR WARS: THE FREEMAKER ADVENTURES and Star Wars Rebels™ television series. Popular characters also appear in buildable figure form with nine new sets.

BrickHeadz from the MARVEL Universe and Disney will launch March 1 for $9.99 each.

Licensed Building – Warner Bros. Consumer Products (Ages 5+)
Inspired by the animated adventure The LEGO® Batman Movie, starring DC’s iconic Super Hero, a collection of 18 building sets will be available so that fans can recreate their favorite scenes from the film. Builders can help Batman save Gotham City from The Joker’s hostile takeover with sets including Batcave Break-in and Catwoman Catcycle Chase. Sets range from $15.99 to $179.99.

LEGO® DC Super Hero Girls brings the powerful and diverse roster of renowned DC Super Heroes and Super-Villains and their action-packed adventures to LEGO building. Ten building sets will feature 11 iconic characters including: Wonder Woman, Batgirl, Supergirl, Harley Quinn, Poison Ivy, Bumblebee, Flash, Eclipso, Lena Luther, Lashina and Mad Harriet. Sets are priced from $14.99 to $99.99.

LEGO® DC Comics Super Heroes returns for a sixth year with new Mighty Micros, each featuring a DC Super Hero and a DC Super-Villain and their vehicles, including Superman vs. Bizarro. Additional sets tied to theatrical releases of the highly-anticipated Wonder Woman and Justice League feature films will be revealed later this year for children to build exciting scenes form the big screen. Sets range from $9.99 to $129.99.

Collectibles (Ages 5+)
Fans of all ages will be able to collect 52 never-before-seen LEGO® Minifigures™ from three new series launches, including a series focused solely on the characters from The LEGO® Batman Movie. Each blind bag includes one figure each for $3.99.

LEGO BrickHeadz introduces a new way to collect and build LEGO versions of iconic characters and Super Heroes out of classic LEGO bricks and elements. Twelve BrickHeadz, including four characters from The LEGO® Batman Movie, the MARVEL™ Universe and more, will launch March 1 for $9.99 each.

Original designs from fans continue to pour into the LEGO Ideas platform, where they can gather community support to possibly become real LEGO building sets, such as the new Adventure Time™ buildable character set ($49.99). Other designs to be announced this year.

More of the world’s most iconic landmarks and structures build to life in the expanding LEGO Architecture collection, including the Solomon R. Guggenheim Museum®, while the skylines of Chicago, London and Sydney also get a “brick-over.” Sets range from $29.99 to $79.99.

LEGO Exclusives, available through shop.LEGO.com and LEGO Stores, give skilled builders a more challenging and complex building experience, such as the new LEGO Creator Expert Assembly Square ($279.99).

Build, Code, Play (Age 7+)
Announced recently at Consumer Electronics Show 2017, LEGO® BOOST is a new supercharged building and coding set that lets children bring LEGO creations to life by adding sound, movement and personality. Using familiar LEGO elements and simple coding language and techniques, LEGO BOOST delivers quick success and an intuitive approach. Children are introduced to coding through a free, downloadable app for iOS and Android that contains the guidance, building instructions and coding commands to master five LEGO creations, one at a time, including Vernie the robot, Frankie the cat, a guitar, a rover and an Bot Factory. Much like building with LEGO bricks, children build behaviors and actions by linking digital coding blocks in an easy-to-understand horizontal layout. The set launches in the second half of 2017 at a suggested retail price of $159.99.

LEGO® Life (Ages 8+)
Launched January 31st, LEGO® Life is a safe social network for children that inspires them to build and share their stories through the visual language of LEGO bricks. The LEGO Life app brings a social, digital experience to LEGO play allowing children to gain inspiration from each other to fuel their creative building. The LEGO Life app is free to download for iOS and Android.

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LEGO House Opening September 28, 2017

LEGO has announced at LEGO World in Copenhagen the opening of the LEGO House which will be on September 28, 2017. Check out the press release below.

LEGO® House – Home of the Brick opens 28 September

LEGO® House is a unique experience house located at the centre of Billund, Denmark – Home of the Brick. The building will allow LEGO fans of all ages to feel the magic of the LEGO universe and have the ultimate LEGO experience all year round. A number of new LEGO experiences and a sea of LEGO bricks will greet children and adults alike, inviting them to unleash their creativity.

Jesper Vilstrup, General Manager, LEGO House, explains: “LEGO House is a manifestation of the very essence of the LEGO idea. This will be an amazing place where LEGO fans, their families and friends can experience – or re-experience – the playfulness of the LEGO universe. All activities are related to our LEGO philosophy – the vision that creative play promotes innovation. LEGO House will enable us to offer both adult and young visitors the chance of stimulating their creativity and learning.”
LEGO House includes paid attractions as well as experiences open to the public. Guests will not need a ticket to visit LEGO Square, play on the terraces, explore the LEGO Store and treat themselves to extraordinary culinary experiences with a LEGO twist at one of the three eateries.

The heart of LEGO House is the experience zones, consisting of four coloured areas, a spectacular Masterpiece Gallery where fans exhibit their impressive creations, and a History Collection where you can witness the development of the company and the LEGO brand over time. If guests want to be sure to get access to the experience zones, tickets need to be booked in advance when ticket sales open in June.

Designed by BIG
LEGO House was designed by the architectural firm BIG (Bjarke Ingels Group). Jesper Vilstrup says: “The building itself reflects what LEGO play and the LEGO values are all about. The LEGO brick has been incorporated into the architecture in a simple, but ingenious way, and visualises the systematic creativity that lies at the very core of all LEGO play.”

When LEGO House opens its doors, visitors will enter a building consisting of 21 white bricks stacked on top of each other, crowned by an oversized 2×4 LEGO brick, the so-called Keystone. The enormous bricks not only create space for indoor activities, but also for a sheltered public space and a number of interconnected outdoor terraces and playgrounds for visitors to explore and enjoy.

Jesper Vilstrup continues: “The location of the building is no coincidence. Billund is where the LEGO adventure began. It was always our intention that LEGO House should be open to tourists as well as Billund’s citizens at large. For this very reason, there is free access to the 2,000 m2 city square at the heart of the building, which we hope will become a natural gathering place for our visitors.”

Construction of the building started in early 2014, and LEGO House will be officially opened in connection with a Billund town festival on 28 September 2017.

LEGO House facts:

• The building will be 12,000 m2. On the ground floor there is a state-of-the-art LEGO brand store, three restaurants, a forum, and a 2,000 m2 public square. The first and second floors are part of the paid experience area featuring four unique play zones. The company’s story will be told in History Collections located in the basement, while a master piece gallery will be located on the top store
• The experience zones are arranged according to colour. Each colour represents a certain aspect of a child’s learning. Red is imaginative. Blue is cognitive. Green is storytelling. Yellow is emotional. Each zone consists of a number of individual activities and attractions to actively engage guests.
• LEGO House is also for non-paying guests who can enjoy the three outdoor public squares and the 2,000 m2 indoor LEGO Square. The restaurants & brand store will be available to the public and it will be possible to walk to the top of the building to enjoy the view and the play activities on the terraces.
• LEGO House expects approximately 250,000 guests per year and about 2,000 guests on a peak day. Guests are expected to come from all over the world – mainly families, but also school children, LEGO employees and AFOLS (Adult Fans of LEGO).
• There are 21 different boxes balanced on one another with The Keystone at the very top.
• The facade is covered with clay tiles to give the illusion that the building is built out of LEGO bricks.
• 1,900 tonnes of steel have been used in the construction, which is an enormous amount of steel compared to other buildings this size. This huge amount of steel was needed to pull off one of the building’s main design features: 21 different boxes are carried by a steel bridge over the 2,000 m2 LEGO Square to give the space an airy, open feeling without any visible columns.
• The box on the very top of the building is called The Keystone and has the exact same dimensions as a 2×4 LEGO brick.
• When arriving by air, guests will be greeted by eight pillars of light – representing the eight stubs on a 2×4 LEGO brick. Denmark’s second biggest airport is located just ten minutes away from the LEGO House.
• The combination of LEGO® House and LEGOLAND® will make Billund, Denmark the only place in the world where visitors can get the ultimate LEGO experience.

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LEGO House Website Now Live

LEGO House

LEGO has launched their website for the upcoming LEGO House which will be opening to the public in Billund this fall. On the site, there is a ton of new information about what you can expect to see there.

First are the different Experience Zones that you can visit which include the Red Zone, Yellow Zone, Green Zone, and Blue Zone. The Red Zone lets you play with creativity and allows you to use your imagination to create. The Yellow Zone taps into your emotions and you can use those emotions to create animals and flowers. The Green Zone has a more social aspect to it and it teaches you social competences and responding to others’ needs and feelings. Finally, the Blue Zone tests your logic and teaches how to solve problems.

LEGO House

Another area that you can visit in the LEGO House is the Masterpiece Gallery which is an exhibit for AFOL creations. Maybe you can see some of your favorite builders’ creations here.

LEGO House

The History Collection takes you through the history of LEGO. Here you can see 500 of the most iconic LEGO sets the company and produced. It’s similar to the Vault but you can’t actually touch the sets.

LEGO House

Of course, there’s also areas where you can grab a bite including the Cafe Brickachino, and Brick-a-Meal family restaurant. There’s also a gourmet restaurant called the Mezzanine.

LEGO House

What’s a trip to the LEGO House without doing some shopping. There will also be a LEGO Store there to make your purchases.

LEGO House

Tickets go on sale for the LEGO House in June and must be purchased in advance if you want to visit the Experience Zones. The LEGO House will open daily, minus holidays and events, and the hours will vary by season.

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LEGO Billboards at Warner Bros. Studios

LEGO WB Studios

The LEGO Batman Movie is coming out this weekend and it’s making everything contagious with LEGO. If you’re driving by the Warner Bros. Studios in Burbank, you can see some new LEGO billboards that have been put up depicting various TV shows. The billboards show a lot of DC shows including Arrow, The Flash, Supergirl, and Gotham as well as ome other comedy shows such as The Big Bang Theory, Mom, 2 Broke Girls, The Middle, and Ellen.

There were 10,000 LEGO bricks used to recreate the LEGO versions of the billboards while taking more than 300 hours of building and compositing. One the images were printed out, it took an additional 70 hours to install. The billboards will be on display for a couple of weeks.

LEGO Arrow/The Flash

LEGO Gotham

LEGO Supergirl

LEGO The Big Bang Theory

LEGO 2 Broke Girls

LEGO The Middle

LEGO Mom

LEGO Ellen

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Upcoming LEGOLAND Discovery Center UK Events

There will be a series of exclusive events at LEGOLAND® Discovery Centre Manchester taking place from Friday 10th February to Sunday 12th March.

Visitors can come meet Gotham City’s caped crusader in LEGO form and have a picture taken with the scene-stealing star. Activities also include a themed scavenger hunt and LEGO Batman™-inspired LEGO builds with our Master Model Builder, Alex. No extra ticket required!

Other facilities at LEGOLAND® Discovery Centre, including the 4D cinema, rides and creative play sessions in the builder workshops, are also available for visitors.


Spend This Valentine’s With Your One True Love – LEGO®

As LEGOLAND® Discovery Centre Manchester hosts AFOL Valentine’s Evening

Description: Production:Clients M-O:Merlin Attractions:LDC:Images:heart.pngIf LEGOLAND® Discovery Centre’s Adult Fans of LEGO® (AFOL) nights are the highlight of your calendar, then the wait is over as LEGOLAND® Discovery Centre Manchester, at intu Trafford Centre Manchester, is hosting a Valentine’s special on Tuesday 14th February, for one night only.

LEGO® lovers shouldn’t delay in booking this AFOL singles night, where budding builders can reignite their imaginations and enjoy an exciting evening with hundreds and thousands of LEGO® bricks and, of course, like-minded people that share the same passion!

A fun-filled Valentine’s alternative, LEGOLAND® Discovery Centre Manchester’s AFOL night starts at 7pm and is priced at £20 per person, wine and canapés are also included. Make full use of the facilities, including 4D cinema, rides and enjoy some creative play sessions in the builder workshops.

Some of the centre will be sectioned off, as LEGOLAND® Discovery Centre gears up for an all-new makeover. Launching in Spring, the new-look LEGOLAND® Discovery Centre will include a brand new LEGO® Ninjago City Adventure play feature, new floor-to-ceiling window café, a new bigger and better Creative Workshop where LEGO® fans can watch the LEGOLAND® Discovery Centre Master Model Builder at work, a newly located LEGO® Racers Build & Test Zone and new Birthday Party rooms with three brand new Birthday Party experiences.

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LEGO Named 2017 World’s Most Powerful Brand

Brand Finance has released their yearly Global 500 rankings and LEGO has regained their position from Disney as the world’s most powerful brand. This is based on a number of factors including brand “familiarity, loyalty, promotion, marketing investment, staff satisfaction, and corportate reputation.”

LEGO has been working towards the top spot for many years from Jørgen Vig Knudstorp who took the company from the brink of bankruptcy to The LEGO Movie a few years ago which gave LEGO the world’s most powerful brand in 2015. Combine that with the upcoming The LEGO Batman Movie and it’s predicted impact as well as more movies coming out in the next few years including The LEGO Ninjago Movie in September, The LEGO Movie Sequel, and The Billion Brick Race will continue to build its brand power.

There’s more to the Brand Finance report in the link above if you want to read more about it.

LEGO Brand Finance 2017L

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