LEGO® Icons Rebrand

“Adults Welcome” has been a common phrase in LEGO® ads for some time now. In fact, the first “18+” boxes appeared in 2020. At the time, sets formerly under the Creator Expert moniker received a packaging update. The sets remain classified under that theme online to this day. However, all of that is about to change with the LEGO® Icons rebrand. The brand’s goal is to unite an eclectic assortment of adult-oriented sets under one title. Ultimately, any 18+ set not part of another existing theme will fall under Icons. This includes sets like the recent Succulents and Vespa.

LEGO® Icons logo used with permission. ©2022 The LEGO® Group.

Here’s the official statement from the LEGO® Group:

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.

As mentioned in the official statement, LEGO® Icons will appear as a category for your online shopping pleasure as of June 1, 2022. However, the new logo will only appear on set packaging as of January 1, 2023. What do you think of the LEGO® Icons rebrand? Was the new brand necessary? Let us know in the comments below or reach out social media.

Until next time,

-Tom

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