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Tag: Gen Cruz
LEGO explains why its 18+ label doesn’t denote difficulty
The LEGO Group’s Head of Product has explained why the 18+ label on its packaging doesn’t relate to the difficulty level of a given set. When the company phased out Creator Expert last year, it did so because the ‘expert’ label was apparently seen as intimidating to potential new adult fans. It was then replaced…
LEGO discusses the future of its sets for adults in 2022 and beyond
The LEGO Group’s Head of Product Gen Cruz has revealed where the company’s 18+ sets are heading in 2022 and beyond. For the past 18 months, the LEGO Group has made a concentrated effort to bring more adult fans into the fold by retiring its ‘Creator Expert’ brand – a tag that’s apparently more alienating…
LEGO explains why its push into the adult market in 2021 has been so successful
The LEGO Group has gone after the adult market in a big way in 2021 – a strategy that’s met with resounding success. Now, two of its senior staff explain why it’s worked so well. While the first products branded 18+ appeared on shelves in summer 2020, this year has really seen the LEGO Group…
A brief history of LEGO and The Matrix, from movies to video games
The LEGO Group has celebrated the release of The Matrix Resurrections with a social media post, but it’s not the first time the brick has crossed paths with the sci-fi franchise. While the company’s Instagram post probably wasn’t hinting at official sets based on The Matrix any time soon – although you never know –…
Here’s why LEGO went so big in 2021
The LEGO Group’s Gen Cruz explains why the company went big in 2021, pumping out multiple record-breaking sets at sizes and price points we’ve never seen before. If there’s one thing we can all agree on from the past 12 months in LEGO, it’s that you’ll have needed incredibly deep pockets to keep up with…
LEGO: ‘We are still first and foremost for children’
The LEGO Group says its new 18+ badge hasn’t opened the door to sets and franchises that might be considered unsuitable for children. 2020 was a year of revolution for the LEGO Group, as it embraced what it saw as a largely-untapped adult market: first by ditching alienating terms like ‘Creator Expert’, then rebranding all…
LEGO reflects on whether its 18+ packaging has worked in 2021
The LEGO Group’s new 18+ packaging has properly come to the fore in 2021, and the company’s Head of Product has reflected on whether it’s working as intended. Originally introduced with 10273 Haunted House in May 2020, the all-black packaging is designed to unify products under the ‘LEGO for Adults’ umbrella, signifying that a set…
VIDEO: Was 2021 the best year for LEGO yet?
Kick back with Brick Fanatics as we round up what may have been the best year for LEGO fans yet, with exclusive input from the LEGO for Adults and LEGO Ideas teams. To not put too fine a point on things, 2021 was basically the year the LEGO Group went big. Three of the biggest LEGO sets of…
