The introduction of the 18+ tag in 2020 came alongside the phasing out of the Creator Expert logo – seen at the time as potentially alienating to new consumers – on product packaging. The branding is still used at LEGO.com, however, grouping together products such as 10297 Boutique Hotel and 10300 Back to the Future Time Machine.
From June 1, all of those sets will instead fall under the category of LEGO Icons – a term that will encompass subthemes including the Fairground Collection, Botanical Collection and Modular Buildings Collection, alongside those sets that don’t currently fall into a branded collection, like 10295 Porsche 911 and 10302 Optimus Prime.
Essentially, it’s everything that would once have come under the Creator Expert theme – so not LEGO Ideas, LEGO Architecture or LEGO Technic. All of those themes include 18+ sets, but they won’t be part of the LEGO Icons range. Instead, they’ll presumably still fall under the wider ‘LEGO for Adults’ banner that was introduced in June 2021.
The LEGO Icons logo will begin to appear on product packaging from January 1, 2023. If history tells us anything, that’s when the next modular building will arrive on shelves – which means it could theoretically be the first LEGO Icons set to sport the theme’s branding. The LEGO Group says the new label is intended to ‘help our adult consumers easily to find new, immersive builds or models that link to their interests and passions’.
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- I like to think of myself as a journalist first, LEGO fan second, but we all know that’s not really the case. Journalism does run through my veins, though, like some kind of weird literary blood – the sort that will no doubt one day lead to a stress-induced heart malfunction. It’s like smoking, only worse. Thankfully, I get to write about LEGO until then.
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