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1. 76057 - Spider-Man: Web Warriors Ultimate Bridge Battle - fun build, massive, many play futures, great minifigure selection. Structure is so impressive, I would consider placing it in the same scene as a modular.
2. 10251 - Brick Bank - very detailed modular
3. 76052 - Batman Classic TV Series - Batcave - bought, but haven't built. Looks fun though.
In the above, I was struggling with things like "best concept", "most innovative", "best functionality", "highest quality design", and "most comprehensive". But it'd be easy to add other categories like "best minifig", "best new theme/subtheme", "best value", and more.
On the other hand, I do really like the Penguin Suit boy and the little penguin figure that comes with the photographer.
Best Overall Set - Star Wars, Friends, Ninjago, etc
Best Set Over $200
Best Set Under $30
Best Seasonal Item
Thing is...we should have started this a few weeks ago!