18+ sets to be labelled Icons

Brickset.com

LEGO has just issued a statement about the categorisation of Adults Welcome/18+ sets in its online store and elsewhere:

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.

This raises the question, then, what should we do in our database? At the moment 18+ sets are tagged as such but they reside within the appropriate themes. We have continued to categorise themeless ones as Creator Expert even though LEGO ceased to use that name in 2020.

The most obvious thing to do is to see what sets are labelled as Icons at LEGO.com on Wednesday then assign them to a new theme here, but then that would mean that, for example, modular buildings and winter village sets would be split across two themes, Icons and Creator Expert. Would that matter?

Let us know what you think in the comments.

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Source: https://brickset.com/article/77321

Bumblepants

Ugh just stop changing labels every 18 months

SumoLego

Are adults seeking to spend hundreds of dollars on LEGO product really confused by the packaging?

I'm pretty sure we would find a way to purchase the next modular building if the theme were called 'Bonobos Hatdance Archipelago'...

Although 'Icons' isn't that clear.  It's not any more clear than Ideas or Creator Expert.  Atleast with Expert, I expect the sets to be more difficult or sophisticated.

lowlead

Call it Memberberry Village, call it Boomer Bait, don't care...if I like the damn set I'll buy it.  If the new rumored Galaxy Explorer is called OKAY OKAY, HERE!  HAPPY NOW?  Yes, I'll still buy it.  Maybe a couple!

bandit778

It's a ploy to get completionist collectors to now buy the same sets with repackaged brandiing, got all the 18+ sets, now buy them as icons.

Personally, I'm with @lowlead, make it well, package it as a banana and I'll buy it. Same as I do with sets that are branded as they are now no matter the age group they are intended for.

lowlead

bandit778 said:

...Same as I do with sets that are branded as they are now no matter the age group they are intended for.

^^Case in point #76832.  I just like the ship - don't care about the age suggestion, the character, movie or any of the other sets.

CCC

LEGO need to employ the BBC News work experience guy. He'll tell it how it is.



I look forward to the "Overpriced Toys for Man Children" range.

Marshallmario

@SumoLego Wow, had to google what Bonobos was...you have really expensive taste!

madforLEGO

I'm in the wrong line of work. I would be perfectly happy for LEGO to pay me a load of money to change how things are described (ohh sorry, I mean 'rebranding') every so often.

The_Rancor

Bumblepants said:

Ugh just stop changing labels every 18 months

🎶 Should I give up, or should I just keep chasing labels 🎶

SumoLego

Bonobos are social primates.  It's a funny sounding word.

560Heliport

Whenever a company changes its name, or logo, or package design, whatever... I just figure it's because some executive feels the need to make a change just to have an "accomplishment" to point to. "Look what I did!"
If it ain't broke, don't fix it!

SumoLego

I like 'Creator Expert'.  I think it conveys the fun, but also the maturity of the design of the sets...

andhe

SumoLego said:

I like 'Creator Expert'.  I think it conveys the fun, but also the maturity of the design of the sets...

I'm guessing the ICONS label gives them scope for doing sets that aren't particularly advanced or parts intensive.

CCC

andhe said:

SumoLego said:

I like 'Creator Expert'.  I think it conveys the fun, but also the maturity of the design of the sets...

I'm guessing the ICONS label gives them scope for doing sets that aren't particularly advanced or parts intensive.

Yeah, it could well be that they want a label for nostalgia type sets whether complex or not. Not all 18+ sets are necessarily iconic. It does fit well with some (mainly branded) things like the Adidas shoe, some of the one off movie type sets (James Bond car, Ecto-1), etc. Is the generic Haunted House iconic? To me, no. 

Not that it'll bother me too much. I'll buy what I want and it will probably change again within the next five years.

lowlead

Expert Builder -> Legends -> Creator Expert -> Icons
Must Haves
FOMOs
Resurrections
Christiansen's Greatest Hits....

PJ76uk

I don't keep the boxes so once built the set usually gets displayed on a shelf or played with by my kids so whatever label is given to the set when purchased would soon be forgotten!

daewoo

I am employed by a large company, and this feels like a large company thing.  I get that they want to stay fresh and relevant, but wouldn't that be better served with the creation of unique and amazing sets, regardless of how they are branded?  Like others have said, if it looks like a cool build or goes well with what I do with Lego, then I'll buy it, regardless of how the box is labeled/decorated.

SumoLego

Can we expect New LEGO or some Crystal LEGO?

560Heliport

^ I thought we all knew that the new "transparent" pieces are slightly milky...

ReesesPieces

I feel like this might be a way to re-release older "iconic" sets as well....updated green grocer perhaps?

lowlead

SumoLego said:

Can we expect New LEGO or some Crystal LEGO?

HAA! =oD

And how did I fail to list LEGO Classic!!

CCC

ReesesPieces said:

I feel like this might be a way to re-release older "iconic" sets as well....updated green grocer perhaps?

If they wanted to re-release older modulars they can just do it under Creator Expert. Nothing is stopping them. 

ReesesPieces

CCC said:

If they wanted to re-release older modulars they can just do it under Creator Expert. Nothing is stopping them. 

I agree but it might sound better to re-release an "Icon" and make it an easier pill to swallow for the people that are against re-releases.  I agree though, label is just a label and this is all just a marketing approach to make things seem fresh and new.

CCC

Putting a different badge on it doesn't really make any difference, they have already re-released the Taj Mahal, Saturn V, etc. changing the set number. If they want an exact copy of a previous modular they can do that already.