New packaging style for adult LEGO sets

With the announcement of the new LEGO Star Wars Buildable Model Helmets, the LEGO Group has confirmed a new packaging style for adult targeted sets.

In the announcement for the three new LEGO Star Wars Buildable Model Helmets, the LEGO Group confirms that there is a new packaging style for sets aimed at adults, described as “a new stylish packaging designed to reflect the sophisticated nature of the creative process.”

LEGO Creator Expert 10272 Old Trafford – Manchester United (review) recently demonstrated this new style of LEGO box.

The press release confirms that this new design will be used across the board:

All new products in the LEGO Group’s ranges that appeal to adults will now feature the sleek, minimalistic new design across related packaging, building instructions, exclusive content and in-store and online store design.

LEGO Creator Expert 10272 Old Trafford Manchester United

“For generations, children and adults alike have used the LEGO System in Play to challenge themselves creatively and we have millions of adult fans around the world who inspire us day-after-day with their intricate creations,” says Genevieve Capa Cruz, Audience Strategist at the LEGO Group.

“Our older fans often look for building challenges related to their passions or interests and many want to display models once they have completed the build. The new stylish packaging reflects the sophisticated LEGO build process to clearly differentiate our sets that appeal to adults from those that are loved by our younger fans. The design for different products will also use cues from our older fans’ favourite films, sports or hobbies to help them choose their next challenge and get them excited to proudly display their creations when complete.”

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Graham was the Editor up until November 2020. He has plenty of experience working on LEGO related projects. He has contributed to various websites and publications on topics including niche hobbies, the toy industry and education. Follw Graham on Twitter @grahamh100.

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