LEGO® Ideas: AFOL Focussed Book Title Announced. Crowdfunding Open.

A few weeks ago, LEGO Idea’s called for input from AFOLS regarding a new, history focussed book, to be written by Daniel Konstanski, and published by Unbound. The votes are in, and the book to be produced will be the Secret Life of LEGO® Bricks. The publication is now open for crowdfunding support and will continue to accept pledges into 2021, with publication expected around (northern) spring 2022.

There were three titles up for selection on LEGO Ideas: the Secret Life of LEGO® Bricks, The LEGO® Brick Museum, and LEGO® History in 100 Bricks. I suspect, ultimately, regardless of the title of the book, this was going to be about important LEGO® elements from over the years – and I am looking forward to seeing the completed book in 2022.

Unbound is excited to announce a major new initiative with AMEET, the LEGO Group’s global strategic publishing partner, to launch the first official direct-to-consumer book created in partnership with Adult Fans of LEGO®️(AFOLs).

Developed with input from a group of AFOL ambassadors and voted for via a public competition on LEGO®️ Ideas, The Secret Life of LEGO Bricks is a LEGO history like no other. Showcasing the extraordinary variety of LEGOelements, from monorail tracks and wheels to smart bricks, the Mask of Life from BIONICLE®️, and many more, The Secret Life of LEGO Bricks will feature interviews with the designers, managers and technicians who brought them to life, as well as artefacts from the LEGO Archive in Billund, Denmark.

The book will be written by Daniel Konstanski, the US Editor for Blocks Magazine and a passionate, lifelong LEGO fan. He is an ardent student of the LEGO Group, its portfolio of beloved products, and the AFOL community, having researched and written hundreds of articles covering every aspect of the hobby. Daniel is considered one of the most knowledgeable and authoritative voices in the fan community on the company and its products. 

This is an exclusive, once in a lifetime opportunity to own a piece of LEGO history; The Secret Life of LEGO®️ Bricks will only be available through Unbound, and every fan who pre-orders will get their name printed in the back of the book. A range of additional must-have rewards from the LEGO Group include a print of the famous LEGO wooden duck dating from 1958 and retired LEGO sets retrieved exclusively from the ‘LEGO basement’, with more to be revealed.

Robin James Pearson, Head of Publishing at the LEGO Group, said: ‘We are thrilled to be working closely with the AFOL community to identify, co-create, and publish unique books that satisfy the great thirst for knowledge of our adult fans. There have been a number of books published about the LEGO Group and the LEGO brick over the years, but this is the first time we have had the opportunity to work directly with the adult fan community to discover what titles they would like to see on their bookshelves.’

Unbound CEO Dan Kieran said: ‘Unbound is a global publishing platform where superfans can come together to fund books that are too niche for the conventional mainstream marketplace. Along with the book itself, Unbound and their partners also create exclusive merchandise, experiences or tickets to events that will not be available in any shops. We’re thrilled to be opening up Unbound to an iconic, global brand like the LEGO Group.’

AMEET Vice President and Publisher Eric Huang said: ‘This collaboration with Unbound allows AMEET to expand its publishing to a new audience, reaching adult fans for the first time. We hope this is the start of a long and successful publishing venture.’

The crowdfunding campaign will launch on Monday 17th August at 3pm BST and will be accepting pledges until early 2021. Books are expected to arrive with pledgers by spring 2022. This truly is a book for AFOLs, by AFOLs, with the full support and involvement of the LEGO Group.

More details can be found at the project page on Unbound here:

https://unbound.com/books/lego/

Personally, I am surprised to see this project going ahead with a crowd funded model. I would have thought the LEGO Group would have had confidence in the market to have supported this book through one of its established publishing partners, such as DK. However, the crowd funding model helps to ensure that the print run is appropriate, so that we don’t see excess copies being sold off in remainder bins for less than the cost of the paper used to print them. It also gives us, as AFOLs the opportunity to be engaged with the project – particularly with those supporting the project having their names printed in the back of the book, to say nothing of some teasing with regard to potential rewards available to backers, from hard to get sources. I’m sure we will have more information about this available from unbound.com in the coming days.

What do you think of the final choice? Was it your preference? Do you find the idea of learning more about LEGO history appealing? Why not leave your comments below, and until next time,

Play Well.

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