A couple of years ago, something weird began to happen with the branding of sets previously known as Creator Expert: bright boxes were gone, black was in, the complex arrangement of Erling Bricks and Creator Expert label was gone, and we saw the arrival of the Fairground Collection. The branding of these sets has been somewhat complicated – how do we refer to these sets? LEGO For Adults? Adults Welcome? The theme formerly known as LEGO Creator Expert. In the meantime, they have all had their names prefixed with LEGO®-rest of the set name. At the same time, in the LEGO online store, Creator Expert has remained as a heading, but to make things more complicated, not all sets under that heading are, strictly speaking, Creator Expert Style sets, with some small sets also on this page: They are certainly Creator type sets, but not 3in1, and not Expert. The (small red)Vespa and High-Speed Train spring to mind.
Of course, should ‘Creator Expert’ have ever been messed with? All of the ‘Adults Welcome’ sets that don’t fit into an existing theme will fit into the ‘LEGO Icons’ Brand in the online store from June 1, while new branding on the box will roll out from January 2023.
From June 1st, 2022, we will be uniting many of our adult focused LEGO® sets under the name LEGO® Icons to help our adult consumers easily to find new, immersive builds or models that link to their interests and passions, particularly when shopping or browsing online. The name LEGO Icons will span all of our sets designed for older builders that are not already part of an existing LEGO theme such as LEGO® Technic, LEGO® Ideas or LEGO® Architecture.
Personally, I am glad to see this change: it is less ‘ageist’ – it doesn’t exclude skilled teen builders; it gives ungrouped sets a key identity, and will also ultimately tidy up an untidy aspect of many online LEGO retailers. LEGO.com included.
How do you feel about this change? Leave your comments below, and until next time,