If one were to look up Lego aisles from the late 2000s, a plethora of “Toys ‘R’ Us” aisles lined with whimsical boxes would appear. Shelves would be filled with sets labeled “Ages 8-14.” This begs the question, what happens when one turns 15?
Lego’s solution was to remove the “-” and add a “+” to their boxes. On the Lego website, one will find the option to shop by price, theme, or age. The age categories include “1.5+,” “4+,” “6+,” “9+,” “13+” and the latest in Lego’s brilliant rebranding, “18+.”
The 18+ packages are devoid of any box art depicting imaginative settings. Instead, the build is shown with a black backdrop, seemingly floating in space. The same can be said about the instructions. No art is included on the cover page, only the set against a light blue background, a choice that has bled down into sets meant for lower ages. The Lego aisle no longer bursts with color and story with each set. Instead, gigantic black boxes fill the Target toy aisle.
Lego’s 18+ line includes a variety of modular sets and statues. In the Lego Star Wars, Lego Marvel and Lego DC line, 18+ sets focus on helmets and large settings. The prices of these sets range from $29.99 – $849.99.
The 18+ sets do not require an advanced knowledge of Lego building, although they may introduce techniques not found in the 9+ or 13+ sets. The 18+ refers to the purpose of the Lego sets. These Legos are no longer meant to be played with. They are made to be displayed.
Scrolling down the reviews for the “Lego Star Wars Invisible Hand,” one review from the Lego store website praises it as “a great display set,” while another deems the set “a great display piece.” Pictures of sets further prove Lego’s shift away from playsets. The “Batman: The Animated Series Gotham City” hangs upon a wall mimicking a picture frame, not a toy. There are no stories to be created here, just a set to be gawked at.
Lego’s shift to more adult-centric sets has opened the door for new intellectual properties to be given the brick treatment. “The Legend of Zelda” and “Dune” are recent additions with only one set being produced for each brand and no intentions to expand the selection.
By rebranding Lego as cool for grownups, Lego has been able to increase the prices of its sets. In the process, the sets have become grander and offer a variety of never-before-seen minifigures; the Lego Daily Bugle set which runs for $349.99 MSRP features exclusive Daredevil and Punisher minifigures. The set is ultimately void of the wonder and joy of building. Instead of creating a framework and setting for play, the sets include details on where minifigures should be situated, as well as a clear white piece so that stationary minifigures may look as if they are flying.
During the heyday of Lego Marvel Superheroes, one could find minifigures of a comic-accurate Falcon and minifigures of nearly every Spider-Man villain, including Kraven the Hunter and the Hobgoblin. Today, if someone wants to have a Lego Sinister Six, they better have $349.99. Otherwise, $19.99 will only be enough for another Venom minifigure, even though Spider-Man has many other villains not involved with a symbiote. The same can be said for the Lego Lord of the Rings set. A Gimli the Dwarf minifigure would be a great addition to any minifigure collection. There are two options, shell out $499.99 for Rivendell or purchase one on Amazon for $29.99. Let’s be real though, for $29.99, wouldn’t one rather purchase two Venom mechs for $14.99 each?
Lego continues to adapt to a changing economy. One in which Lego may become a symbol of status. In doing so, Lego alienates a new generation of builders in favor of seasoned veterans who view Lego as an economic investment instead of an agency of imagination. Soon, “Check out my Lego collection” will become more commonly exclaimed than “Check out what I built.”
