The LEGO Group acquires BrickLink

BrickLink, the previously independent third party LEGO re-selling website, has been acquired by the LEGO Group.

In a surprise announcement, the LEGO Group has acquired BrickLink. BrickLink is a website where LEGO sets and pieces can be sold and purchased, essentially eBay but specifically for LEGO related items. It was founded in 2000 by Dan Jezek, then acquired in 2013 by NXMH.

“It has been a privilege to lead the transformation of BrickLink during the past six years,” said Jung-Ju “Jay” Kim, owner of NXMH. “I am grateful to the community for being so welcoming, supportive and constructive. I am constantly amazed by everyone’s endless creativity and their love for building. I am confident the platform will be in good hands with the LEGO Group. As a fan myself, I can’t wait to see what’s next.”

The BrickLink website has over one million members and 10,000 stores, representing over 70 countries. In addition to the marketplace, the website offers digital building software.

“Our adult fans are extremely important to us. They are passionate, committed and endlessly creative,” says the LEGO Group CEO, Niels B Christiansen. “We have worked closely with the community for many years and look forward to deepening our collaboration. We plan to continue to support BrickLink’s active marketplace and evolve the digital studio which allows our talented fans to take their creativity to the next level.”

“BrickLink provides the LEGO Group with a unique opportunity to connect with adult fans through new channels and exciting experiences,” adds the LEGO Group’s Chief Marketing Officer, Julia Goldin. “We’ve recently collaborated with BrickLink on a range of crowd-sourced sets to celebrate the 60th anniversary of the brick. We learned a lot and are keen to explore more ways of working together to create value. We look forward to collaborating further with our adult fans, while retaining and nurturing the independent spirit of the digital platform.”

Fans will be curious to see how the LEGO Group goes forward in managing the online marketplace, with more details likely to follow next year.

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