Promobricks claims that set number 40490 will be a NINJAGO-themed BrickHeadz model, which may be available to buy outright for €19.99. However, an €85 spend on NINJAGO sets will apparently allow you to pick up the BrickHeadz model with a 50% discount, bringing it down to just €9.99.
That’s a very different approach to the LEGO Group’s usual gift-with-purchase setup, which typically bundles in an entirely free set with an £85 / $85 / €85 (or similar) spend. And BrickHeadz GWPs aren’t unheard of, either: 40412 Hagrid & Buckbeak was available with a £100 / $100 / €100 spend on LEGO Harry Potter sets in September 2020, for instance.
The key difference here, though, will likely lie in whether the currently-unnamed 40490 NINJAGO BrickHeadz really is available to buy separately, too. If that does end up being the case, it could signal a shift in the LEGO Group’s approach to its promotional sets, giving fans the choice of buying them outright or earning a discount with a qualifying spend.
Or it could just be a total one-off. We’ll know for sure if and when the LEGO Group confirms the existence (and promo conditions) of the NINJAGO 10th anniversary BrickHeadz. Until then, treat this news with the same scepticism reserved for all LEGO rumours.