‘Times have changed’: LEGO knows not every set is for everyone

With millions of LEGO sets sold every year, the LEGO system covers a vast range; so much so, that the LEGO Group knows that not every set is for everyone.

A common complaint that LEGO fans have is that building LEGO has become too expensive of a hobby, with so many sets being released. However, this could be a problem that’s left over from the old days of LEGO, as noted in a recent roundtable with LEGO Fan Media by LEGO designer Hans Burkhard Schlömer.

“Something not everybody has realised yet is that the reason why the LEGO portfolio is so huge is we don’t assume that one person is going to buy everything,” said Hans. “Back in the day, when the first LEGO Star Wars wave came out, it didn’t even occur to me not to buy 9499 Gungan Sub because it was less cool than the X-Wing. Of course, you had to buy everything. But now, times have changed.”

This is an important thing to remember. Some fans might feel pressure to buy everything from a specific theme, such as LEGO Star Wars, to be considered a ‘real’ collector but, at the end of the day, the LEGO Group itself is not expecting fans to do so. Indeed, sets are designed with specific groups of fans in mind, so that there’s something for everyone, rather than everything for everyone.

“In the case of 10341 NASA Artemis Space Launch System, you have to be into rockets,” Hans continued. “Maybe you specifically want the SLS and you don’t mind a long build experience.

“There are probably more interesting sets out there to build if you only want to build experience but if you want the SLS, this is the only one, unless you go for the blue LEGO City 60351 Rocket Launch System.”

The comments from Hans came related to discussions around fans disliking the long building experience involved in 10341 NASA Artemis Space Launch System. As Hans points out, however, if you’re not looking for a complex build, perhaps this LEGO Icons set is not for you – and that’s okay.

If you do decide it’s for you though, 10341 NASA Artemis Space Launch System is available to buy now for $259.99 across North America, £219.99 in the UK, and €259.99 in mainland Europe. You can also read our review of the set by clicking here.

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