LEGO Creator Expert theme officially rebranded as LEGO Icons
TheLEGO Group has finally introduced a new umbrella term to replace its retiredCreator Expert label, in the form ofLEGOIcons.
The introduction of the 18+ tag in 2020 came alongside the phasing out of theCreator Expert logo – seen at the time as potentially alienating to new consumers – on product packaging. The branding is still used atLEGO.com, however, grouping together products such as10297 Boutique Hotel and10300 Back to the Future Time Machine.
From June 1, all of those sets will instead fall under the category ofLEGOIcons – a term that will encompass subthemes including the Fairground Collection, Botanical Collection and Modular Buildings Collection, alongside those sets that don’t currently fall into a branded collection, like10295 Porsche 911 and10302 Optimus Prime.
•New black boxes make it ‘easier’ for adults to select LEGO sets
•LEGO’s retired Creator Expert theme finally has a new name
Essentially, it’s everything that would once have come under theCreator Expert theme – so notLEGOIdeas, LEGOArchitecture or LEGOTechnic. All of those themes include 18+ sets, but they won’t be part of the LEGOIcons range. Instead, they’ll presumably still fall under the wider ‘LEGO for Adults’ banner that was introducedin June 2021.
The LEGOIcons logo will begin to appear on product packaging from January 1, 2023. If history tells us anything, that’s when the next modular building will arrive on shelves – which means it could theoretically be the first LEGOIcons set to sport the theme’s branding. The LEGO Group says the new label is intended to ‘help our adult consumers easily to find new, immersive builds or models that link to their interests and passions’.
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About the Author
- Chris Turner-Wharfe
- I like to think of myself as a journalist first, LEGO fan second, but we all know that’s not really the case. Journalism does run through my veins, though, like some kind of weird literary blood – the sort that will no doubt one day lead to a stress-induced heart malfunction. It’s like smoking, only worse. Thankfully, I get to write about LEGO until then.
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Chris Turner-Wharfe
I like to think of myself as a journalist first, LEGO fan second, but we all know that’s not really the case. Journalism does run through my veins, though, like some kind of weird literary blood – the sort that will no doubt one day lead to a stress-induced heart malfunction. It’s like smoking, only worse. Thankfully, I get to write about LEGO until then.
