When Minifigures arrived on the scene in 1978, we were presented with three settings: Castle, Town and Space – The Past, The Present and The Future. Through the 1980s, these themes developed in their own ways, fairly independent of each other. During the 1990s, we saw the themes diversify in different ways: Space brought us a new hyperfluorescent faction each year; Castle changed a little less frequently, but introduced an increasing amount of magic. In the meantime, Town diversified: no longer the sole home of contemporary lifestyles, we saw different themes split off, containing subject material based on the contemporary real world: Divers, Paradisa, Outback, Race, Space Port, ResQ, Team Extreme, and Sports. The ‘core material’ – which we first saw back in 1978 – police, fire and construction – became increasingly juniorized. Having been further dumbed down for younger builders with the introduction of Jack Stone, and other 4Juniors sets, we saw a return to more mature material with LEGO World City.
However, both the 4Juniors and World City themes featured alleged models of modern vehicles that bore minimal resemblance to the real-world equivalent. After the LEGO Group’s financial crisis, a number of themes were discontinued, and the company set out to return to its core business. A revitalised town theme was introduced – but things were on their way to being a bit bigger; expectations were greater: Town just wasn’t going to cut it anymore: we were presented with LEGO City.
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Forty years ago, we saw the change in LEGO® sets: the arrival of the minifigure. Now we had articulated figures to bring our models to life: no need to remove the torso for our figures to sit down. As part of #minfigure40 I received access to a large number of media assets: today, I would like to look at some of the features of the advertisements in the LEGO Town/City series, one of the few themes to have been continuously available in some form or another for forty years! The majority of these advertisements were placed in comics, or magazines featuring comic strip anthologies, and puzzles and kid’s news. They have been published in multiple markets – ands languages. I have attempted to translate them as well as an online translation engine will allow.
As has been previously discussed, this is a year for celebrations at the LEGO Group. We have seen sixty years of the LEGO Brick, forty years of the minifigure (celebrated with the release of the series 18 Collectable Minifigures), and twenty years of Mindstorms.
Here at the Rambling Brick, we would far rather believe in a conspiracy than a coincidence, and so I would like to believe that these might be a covert celebration of sets celebrating their decennial anniversaries this year. In recent months we have discussed the