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It's great to see Lego innovating in this way, I wonder how much less business they do nowadays given the proliferation of mobile/digital gaming and social medi

It's great to see Lego innovating in this way, I wonder how much less business they do nowadays given the proliferation of mobile/digital gaming and social media keeping the new generations pretty occupied!

bluetomcat 7y ago
Sets like these are targeted mostly at adult "geek" collectors and maybe represent less than 1% of total sales. The Ninjago, City and Creator themes have been quite strong in the last decade, at least from my observations as an occasional gift buyer.
Shivetya 7y ago
That it is reasonably priced makes it all the better. While I can afford otherwise I always find them more enticing when they don't go past a hundred dollars.
ryanbrunner 7y ago
As a parent of a 6 year old, Lego is still pretty hugely popular (arguably even more so than it was 20ish years ago). The Lego section of most toy stores is front and centre, and it's a super common gift for younger kids. I could definitely see kids aging out of Lego earlier than they used to, though.
nl 7y ago
Lego is now the biggest toy manufacturer in the world as well as the most valuable: https://www.retaildetail.eu/en/news/general/lego-worlds-largest-toy-manufacturer-first-time https://www.retaildetail.eu/en/news/general/lego-worlds-larg...
mhh__ 7y ago
Lego do - of course - have the mostly excellent LEGO [Franchise] here video games too. "I'm playing both sides, so that I always come out on top"
deadbunny 7y ago
Having seen the sheer amount of Lego my nephews receive for birthdays/christmas I'm gonna say Lego are doing just fine. With that said I'm sure the Licensed sets have helped their bottom line for sure.
thrower123 7y ago
I'd much rather see them skip some of these gimmicky adult collector initiatives and get back to some of their core themes. They are so overwhelmed with licensed IP that they are nearly a merchandising wing of Disney at present.
- dorfsmay 7y ago
  I agree. As a kid the fun in Lego was to make specific things out if generic shapes. The special sets sounded like amazing before you got them, but turn into just more Lego once you had done the recomende constructions. Lego robotics was a good indication, again generic pieces you can use you imagination to build specific things.
  - Dylan16807 7y ago
    Unless you really mind the solar panel texture, this set seems to be almost entirely nice generic pieces.
- AlanYx 7y ago
  The Lego Classic kits they're selling these days are some of the best generic kits they've ever made IMHO. Good mix of general purpose bricks with a well-selected smattering of interesting (but still reasonably versatile) more specialized parts, at reasonable prices.
wmeredith 7y ago
Less!? They’re the largest toy maker in the world. Also the largest tire manufacturer (by pieces produced).
sevencolors 7y ago
Well I'd assume they're doing better than ever. With a reality tv show coming out. https://www.fox.com/lego-masters/ https://www.fox.com/lego-masters/

bluetomcat 7y ago

Sets like these are targeted mostly at adult "geek" collectors and maybe represent less than 1% of total sales. The Ninjago, City and Creator themes have been quite strong in the last decade, at least from my observations as an occasional gift buyer.

Shivetya 7y ago

That it is reasonably priced makes it all the better. While I can afford otherwise I always find them more enticing when they don't go past a hundred dollars.

ryanbrunner 7y ago

As a parent of a 6 year old, Lego is still pretty hugely popular (arguably even more so than it was 20ish years ago). The Lego section of most toy stores is front and centre, and it's a super common gift for younger kids. I could definitely see kids aging out of Lego earlier than they used to, though.

nl 7y ago

Lego is now the biggest toy manufacturer in the world as well as the most valuable: https://www.retaildetail.eu/en/news/general/lego-worlds-largest-toy-manufacturer-first-time https://www.retaildetail.eu/en/news/general/lego-worlds-larg...

mhh__ 7y ago

Lego do - of course - have the mostly excellent LEGO [Franchise] here video games too. "I'm playing both sides, so that I always come out on top"

deadbunny 7y ago

Having seen the sheer amount of Lego my nephews receive for birthdays/christmas I'm gonna say Lego are doing just fine. With that said I'm sure the Licensed sets have helped their bottom line for sure.

thrower123 7y ago

I'd much rather see them skip some of these gimmicky adult collector initiatives and get back to some of their core themes. They are so overwhelmed with licensed IP that they are nearly a merchandising wing of Disney at present.

dorfsmay 7y ago
I agree. As a kid the fun in Lego was to make specific things out if generic shapes. The special sets sounded like amazing before you got them, but turn into just more Lego once you had done the recomende constructions. Lego robotics was a good indication, again generic pieces you can use you imagination to build specific things.
- Dylan16807 7y ago
  Unless you really mind the solar panel texture, this set seems to be almost entirely nice generic pieces.
AlanYx 7y ago
The Lego Classic kits they're selling these days are some of the best generic kits they've ever made IMHO. Good mix of general purpose bricks with a well-selected smattering of interesting (but still reasonably versatile) more specialized parts, at reasonable prices.

wmeredith 7y ago

Less!? They’re the largest toy maker in the world. Also the largest tire manufacturer (by pieces produced).

sevencolors 7y ago

Well I'd assume they're doing better than ever. With a reality tv show coming out. https://www.fox.com/lego-masters/ https://www.fox.com/lego-masters/