SDCC 2013 Reveal: Mixels!

Legoboy · July 2013

^ No no, my kids watch it too.

1x1 · July 2013

They look like small, impulse buy sets like the CMF's. Maybe they'll be £1.99 or £2.99 and sold at the checkout in polybags? They only look like they’re about 50ish pieces. If they set them at pocket money prices and have some sort of collecting angle kids could go for it. If it takes off and it starts a bit of a playground craze they'll sell very well. They may look rubbish to us but look at Crazybones and Go-go's. Kids went mad for them.
Just an idea.

jadedanc · July 2013

@skeet318

NOPE!!!! Love that show!!!!

cavegod · July 2013

Dance your cares away, worries for another day let the music play down at fraggle rock!

pharmjod · July 2013

I think they're pretty cute actually. If they are not too expensive, I'm sure I'll be getting at least one of each of them. I can see them as fun stocking stuffers or rewards or something of the sort.

caperberry · July 2013

1x1 said:
They may look rubbish to us...

You mean, "they may look rubbish to me".

I think they've got real character, yup a silly character, now't wrong with that though. They'll sit nicely on a desk and be fun to pose. For such a tiny number of elements they've stacked in a lot of personality. They look so different on the Instagram pic vs the official one - for example the red guy looks loads cuter on the Instagram - and I think this is because they're so small and posable. So to really get a feeling for them you need to see them in the brick, I reckon.

I therefore reserve my right to re-assess them as rubbish at that point ;O) but agree with @Aanchir that it would be nice to ease up on the complaints for the time being.

Plell · July 2013

Yeah, they're probably nothing I would buy, but the designs look really cute, and I'm interested in the "mix and match" aspect. Just because I'll be giving these a pass doesn't mean I'm going to start kvetching about Galidor.

y2josh · July 2013

Brickarmor said:
Based on the name alone (and maybe the webcam looking thing dotting the "i") I'd say they're going to be something like Life of George for kids.

I think that 'webcam looking thing' is actually a cartoon eyeball from one of the characters.

caperberry · July 2013

y2josh said:

Brickarmor said:
Based on the name alone (and maybe the webcam looking thing dotting the "i") I'd say they're going to be something like Life of George for kids.
I think that 'webcam looking thing' is actually a cartoon eyeball from one of the characters.

I suspect Brickarmor was suggesting it could be both, if he didn't well I am :O) i.e. the eyes seem very much part of the 'brand' of these characters, but maybe the graphic designers and marketeers cleverly suggested referencing the online element of Mixels by making the 'eye on the I' also look like a webcam icon. Or maybe there isn't a strong online element and I'm just overthinking it :O) But the fact that 'Mixels' is a play on the word pixels supports this guess.

BeardedCastleGuy · July 2013

My take based on the very little we've (I've) seen so far is that any real success will be tied into the related show/online presence more than strait up design. They have some interesting parts in them and the designs are also interesting.
They just do not look to be all that bad, the sky is not falling with this lines release.

SirBen · July 2013

caperberry said:
As are red robot guy's white clawed toes...?

Those also look like a lovely new take on the 1x1 plate with tooth to make a 1x2 tile(?) with teeth. Or is it a 1x2 double pointy tile?

I think the "mix" part of Mixel is probably to encourage young builders to swap appendages between the various robots...red head & torso with grey legs & yellow arms, etc.

MathBuilder · July 2013

Paperballpark said:
I think sometimes people forget that Lego is primarily a child's toy ;)

I think sometimes adults forget how increasingly demanding of good stuff are kids now a days.
Also, isn't LEGO's participation in SDCC more geared towards adults/young adults?

Brickarmor · July 2013

caperberry said:
But the fact that 'Mixels' is a play on the word pixels supports this guess.

Yep, that is what suggested it to me first, then the eye on the "i" reminds me of those pages in the back of some instruction booklets (Atlantis?) that ask you to upload your creations or view a 3d movie or something. Lego has repeatedly declared their enthusiasm for "interactive" toys and software, so this looks to me like the next step in that direction. They may also "Mix" like the new Chima ultra builds.

rocao · July 2013

skeet318 said:
Perhaps a set depicting the arrival of the Black Plague to Europe would have been cooler. I don't believe the Castle range has covered that one. They use to teach it in schools.

I can only assume this is a joke, and if it is, it's a really bad one. We're pretty far removed from the Black Death, but there's nothing funny or cool about an event that killed 100 million+ people.

Bumblepants · July 2013

Thinking about it more, these aren't that dissimilar to Despicable Me Minions or Yo Gabba Gabba or other zany cartoons that kids (and often adults) enjoy as well. If the show is fun/funny these could be a smash hit. I am glad to see Lego trying to produce more in-house IP success rather than grabbing for more external licenses.

Wallace · July 2013

I like them, I think they're cute.

The main thing for LEGO is that kids will love them. I think we all forget sometimes that we are all playing with, and building with, what is and always will be a children's toy.

I shall reserve final judgement until I see some better pics, or see them in the flesh but I'm sure whatever is coming on Cartoon Network will be a hit too.

I'll probably buy them.

CCC · July 2013

1x1 said:
They look like small, impulse buy sets like the CMF's. Maybe they'll be £1.99 or £2.99 and sold at the checkout in polybags? They only look like they’re about 50ish pieces. If they set them at pocket money prices and have some sort of collecting angle kids could go for it. If it takes off and it starts a bit of a playground craze they'll sell very well. They may look rubbish to us but look at Crazybones and Go-go's. Kids went mad for them.
Just an idea.

I reckon £4.99 is more likely. Look at the boxes.

It does seem they will be in factions though, from the names on the boxes.

The good thing is that if lego owns the IP, then the parts will be available online direct from lego. I doubt I'll buy them for what they are, but will buy some of the more interesting parts.

1x1 · July 2013

Do you think those are the boxes they'll be sold in? I thought maybe they were just for the display. For such small sets those boxes look big even by TLG's standards.

caperberry · July 2013

Good new pics from LEGO's FB page - clears up a few colour questions, and these are much nicer poses!

fourstud · July 2013

Oh, so it is the Chima Yellow! (what is it?)

margot · July 2013

Just showed those pics to my son and he said " those are the coolest things in the whole world! " I knew he would like them. Definitely will be a hit with kids but not most AFOLs .

CCC · July 2013

I wonder if there will be a way to join them together to make a larger figure like the HF superheroes.

Russell844 · July 2013

http://www.sacbee.com/2013/07/22/5586048/cartoon-network-and-the-lego-group.html

Legoloverman · July 2013

I'm well into your blog, Tim. Round holes at the back of 2x2 eye tiles is very exciting. All hail the Mixels.

binaryeye · July 2013

I had a feeling this theme might somehow be tied into a video game. The success and popularity of Skylanders was probably too great for LEGO to ignore.

piratemania7 · July 2013

Ummm, what are these for? No interest. None. Not an inkling, IMO.

TheOneVeyronian · July 2013

@CM4S I think you'll find the official Lego name for the Chima Yellow is "Flame Yellowish Orange", or to go by BrickLink names, "Bright Light Orange". Hope that's helpful ;-)

And my opinion? Personally I'm not entirely sure, I think these little monsters are way too cute for my personal liking. But what I do love is all the new parts I can see in them. And what a new interesting way to use http://www.brickset.com/parts/?part=4211375 with help from another new mould. I think this is looking good (the parts, not the actual models imo), the next thing we need to hear is the price.

MinifigsMe · July 2013

awww, these are so cute! Looking forward to seeing what else is in theline up and what the price point is. I used to love the Xpods, seems like similar creative little sets. :)

CCC · July 2013

Let's face it, these will be next year's big hit. Endless free advertising on Cartoon Network. Kids will want them whether they like them or not.

And there will probably be a difference in sales in the US and the UK, since it is unlikely to be shown in the UK due to advertising laws.

caperberry · July 2013

binaryeye said:
I had a feeling this theme might somehow be tied into a video game. The success and popularity of Skylanders was probably too great for LEGO to ignore.

The press release says it's a digital game, not a video game.

piratemania7 said:
Ummm, what are these for?

Try reading the press release.

legomatt · July 2013

binaryeye said:
I had a feeling this theme might somehow be tied into a video game. The success and popularity of Skylanders was probably too great for LEGO to ignore.

Yep. ^ That. I'm surprised it took so long in the discussion for this thought to rise, it was my immediate reaction. Collectable-character-animated-on-screen type thing. These seem totally designed to be just that, and the name a clear play on Pixels, with a Mix n' Match blend. Even the packaging looks like a videogame accessories box.

But I don't understand the grief these things are getting. If I saw these mini-builds on Brothersbrick, I'm sure there'd be tons of love for them, with people wanting instructions and doing their own.
They look quirky, super-cutesy builds, AND if well-animated in a video game too, inside a fun activity environment, that's just icing on the cake.

Clarification: digital/videogame/apps = all virtual computersy stuff = all the same to me. I make no distinction between the two.

pharmjod · July 2013

legomatt said:
If I saw these mini-builds on Brothersbrick, I'm sure there'd be tons of love for them, with people wanting instructions and doing their own.

You hit the nail on the head here. Hypocrisy thy name is AFOL :)

SirBen · July 2013

From the press release, "A collectible portfolio of low-priced mini building sets will launch in three waves in 2014..."

I like low-priced! :-D I think these look like great little sets, and like fabulous parts-packs.

Goldchains · July 2013

As Bumblepants said before, they are very reminiscent of the Despicable Me minions, and those are extremely popular right now(the McDonalds Happy Meal giveaways are driving people nuts). I think they are very cute, and if they are around $6-$7, why not buy a few? I'm sure the kids will go crazy over them, and at that pricepoint, so will the adults.

Coolsplash · July 2013

Showed pictures of these to my 9 year old, and he smiled in a way to make you feel 'oh these will be good in our collection' :P and about time LEGO does the Despicable Me theme :) right @Bumblepants ;)

carlq · July 2013

^ I think I see what you mean. The eyes, in particular, seem to shout "Jim Henson Studios" to me - or at the very least, "potential Muppet MOC"! :-)

(Sorry, replying to a much earlier post, as I failed to notice this was already on page 2. :-/ )

AdeelZubair · July 2013

I'm loving the eyes!!

chuxtoybox · July 2013

Someone mentioned "Skylanders", and I agree with them. I was going to say that Lego is suddenly deciding to get into the "pocket monsters" craze a.k.a. Pokemon, about 20? years late. Everyone keeps comparing these to Ben 10 and Galidor. Or at least one person did and 75+ others gave their original critiques of "Looks like another Ben 10! Looks like another Galidor!" Not being familiar with either of these, I looked them up.
I've never watched Ben 10 but from what I've seen of it, these look like damn good representations of the characters in Lego form. "Bioniclesque" Lego form, yes, which is the only reason I can see the negative response to Ben 10, since, for some reason, all of the AFOL hate Bionicle.(Yes, I'm generalizing to make a point.)
Now Galidor is a different story. When I looked up Galidor I said to myself "Oh those things!" I work for a retailer that basically buys merchandise that other stores couldn't sell and sells it at a cheaper price. Years ago,Galidor was one of those items. The human figures were terrible, but the creatures were cool. Compatible with any other Lego system at all, no, which was obviously its failure. However, I can understand Lego's attempt to come up with their own "action figures" which I think is what they were trying to do with Galidor and are still doing with Bionicle. During the 90s, collectible action figures were the big craze and Lego was probably trying to tap into that market.
Which brings us back to Mixels. Collectible micro monsters have been popular since Pokemon (probably before then as some know-it-all will probably have to interject) and as stated earlier, this is the market Lego seems to be trying to branch into next. The difference with their monsters, obviously, is that you can change them any way you want. Comparing them to Ben 10 and Galidor seems unjustifiable to me, since they are made from Lego elements compatible with all of your SW, LOTR, and LR sets at home. My initial response to them was "COOL", but I've always been a fan of little collectible monsters, and I've got a whole set of Monster Rancher figures to prove it.

chuxtoybox · July 2013

skeet318 said:
Am I the only person who watches Fraggle Rock?

No, but you are the only person who watched ALF. :} (I kid, I kid!)

jasor · July 2013

Just a shot in the dark, but by eyeballing a couple of the pics above, and comparing with Friend's build packs/ Various polys sitting around cash registers....I bet they hit the $4.99 mark per set. "low cost builds" won't work at a higher pricepoint, when you can get a boxed build set with just as many pieces and minifigs for $9.99-$12.99

binaryeye · July 2013

jasor said:
Just a shot in the dark, but by eyeballing a couple of the pics above, and comparing with Friend's build packs/ Various polys sitting around cash registers....I bet they hit the $4.99 mark per set. "low cost builds" won't work at a higher pricepoint, when you can get a boxed build set with just as many pieces and minifigs for $9.99-$12.99

Even the smallest Creator sets are now $6.99 (USD). I doubt these will be any cheaper. My guess is $7.99. But I also won't be surprised if they come in at $9.99.

Bandit · July 2013

These look like a direct copy (rip-off?) of the new Skylanders coming out in a few months, where you can mix and match their heads/torsos/legs, thus changing/adding/subtracting various powers...

GIR3691 · July 2013

I want lots of those new joint pieces. Small-scale mechs and robots will roam as far as the eye can see.

Brickarmor · July 2013

*cue NES Mega Man music*

CupIsHalfEmpty · July 2013

I like them. I also showed them to my non AFOL wife and she loves them. I'm not sure how you can't love bright colored cute mini mechs made from real Lego System parts.

jasor · July 2013

binaryeye said:

jasor said:
Just a shot in the dark, but by eyeballing a couple of the pics above, and comparing with Friend's build packs/ Various polys sitting around cash registers....I bet they hit the $4.99 mark per set. "low cost builds" won't work at a higher pricepoint, when you can get a boxed build set with just as many pieces and minifigs for $9.99-$12.99
Even the smallest Creator sets are now $6.99 (USD). I doubt these will be any cheaper. My guess is $7.99. But I also won't be surprised if they come in at $9.99.

If you're talking about something like #6910-1 , that's 70 pcs. These lil guys look to be more in the 30-50 pcs range. Pricepoints on this is everything, IMO. The line between "impulse" and planned purchase falls off somewhere around the $5.00 mark.

Which would a parent direct a child toward at the register? a $4.00 poly with 30-50 piece range, or a $9.99 monster for 30-50 piece range. There is only so much successful begging at the register.

binaryeye · July 2013

jasor said:
If you're talking about something like #6910-1 , that's 70 pcs. These lil guys look to be more in the 30-50 pcs range.

I was referring to more recent releases such as #31001, which is $6.99 for 62 pieces.

I don't think any of these will be as small as 30 pieces. Based on pieces that can be seen in the photos, the gray one is the smallest with at least 46; the yellow one has at least 56.

I'm not suggesting these will be $9.99. I'm simply stating I wouldn't be surprised if they are. While I'd love to see them at $4.99, I think that's a bit optimistic.

jasor · July 2013

maybe your guesstimation of the above models is more robust than mine, but that little gray one looks more like a 36-40 piece count max.

Time will tell, of course. They try the $6.99 pricepoint for a register grab, and it'll lose out sales. the $5.00 mark is some kind of magic.

binaryeye · July 2013

jasor said:
maybe your guesstimation of the above models is more robust than mine, but that little gray one looks more like a 36-40 piece count max.

I'm not guesstimating, I'm just counting visible pieces.

jasor said:
Time will tell, of course. They try the $6.99 pricepoint for a register grab, and it'll lose out sales. the $5.00 mark is some kind of magic.

I very well may be wrong, but I don't see these being sold as an impulse buy à la polybags.

Aanchir · July 2013

piratemania7 said:
Ummm, what are these for? No interest. None. Not an inkling, IMO.

What is any LEGO set for? To build and play with, of course. The media tie-in will probably mean there's more to it than that (there'll be some sort of loose story at the very least, to present some sort of universe for these guys to occupy), but fundamentally play and building are the basis of any successful LEGO theme. These guys have no shortage of potential for either.

I can see these not only being great kits on their own, but also inspiring kids to make their own wacky little monsters. And since that's a sort of building I like to dabble in myself (check out Koboldon, a little fellow my brother and I built for a Eurobricks Hero Factory contest), I have no doubt that I'll have a lot of fun with these myself.

I hadn't even thought about what a real Jim Henson vibe these guys have. That could be another part of why they appeal to me, having grown up on Fraggle Rock and the Muppets even before things like Pokémon showed up to grab my interest.

They're not going to appeal to everyone naturally, but that applies to any LEGO theme. Some people like building models from history, and some people like building models from the modern day, and some people like building models from fiction. These sorts of sets will likely appeal most to people who like building things which are purely imaginative — things which are not even a direct abstraction of real life, but rather just cute and silly creative sketches. That's no less legitimate an interest than any of the more "grounded" themes, in my book.

EDIT: As for price, I'd guess anywhere between five and eight dollars. Even if something isn't an "impulse" buy in the strictest sense, there's some legitimacy in making things relatively small. That was a big part of the brand strategy for the earliest BIONICLE canister sets. They're small enough that kids can buy them with pocket money, but big enough that kids will save up their pocket money to get the full assortment.

SDCC 2013 Reveal: Mixels!

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