On March 9 of 2017, LEGO reported the highest profits ever in the company’s 85-year history (if you’re looking at the headline with confusion that numbers don’t match, bear with me). By September, they were laying off 8 percent of their workforce as sales slumped. In part, this was blamed on the company leaning heavily into The LEGO Batman Movie, flooding the market with multiple sets at every price point…when there had already been LEGO Batman sets for years unrelated to the film directly. The disappointing reception of The LEGO Ninjago Movie ($59 million domestic) probably didn’t help, either–again, there had been Ninjago sets available for years, so this wasn’t like the first The LEGO Movie, which introduced new characters and themes. LEGO also faced increased competition from Mattel’s Mega Bloks and McFarlane Toys’ building sets, which targeted older consumers with nostalgic and occasionally less-PG themes like Aliens and South Park, and officially canceled the popular LEGO Dimensions video game.
But this year sees the 60th anniversary of the original two-by-four LEGO brick, which started LEGO as we know it today. To celebrate, LEGO is getting back to basics with 60th Anniversary of the LEGO Brick sets: while its competitors focus on licensed brands and builds that aren’t ever meant to be disassembled once built, these anniversary sets go back to the notion that LEGO’s only limit is a child’s imagination. And that “child” can be ages 5-99 (any younger, and they get Duplo. Any older, nobody’s gonna tell them “no”).
“Since its introduction in 1958, the brick has become an icon of the LEGO brand and has inspired millions around the world to tap into their imaginations and express themselves through creative building,” says Amanda Madore, senior manager of brand relations. “Since LEGO play is powered by imagination and curiosity, and the LEGO brick is at the very heart of it – putting the bricks together and taking them apart over and over, the five 60th anniversary sets were designed to propel fuel that play process.” They will include some instructions to build what you see on the box, but also many extra bricks and pieces, including a distinct 60th-anniversary brick, to allow for more builds and re-builds.
The sets are loosely themed with a starting idea: Rainbow Fun, Fun Future, World Fun, Ocean’s Bottom, and Mission to Mars, with a Walmart exclusive set in vintage-style packaging that has a mini-vehicle Bricks on a Roll theme, along with a booklet detailing the history of the company and the brand. These sets range from $4.99 (Rainbow Fun) to $59.99 (Mission to Mars).
Walmart will also be getting some vintage reproduction sets that are more likely to stay in sealed boxes on collectors’ shelves: original-style house, windmill, and truck. At $19.99 each, these feel like they’re priced for collectibility more than play value.
If my samples are any indication, they’ll have a hit on their hands. My wife finds certain types of play (like adult coloring books and Play-Doh) therapeutic, but stresses out over having to follow specific instructions. The LEGO Star Wars advent calendar frustrated her, but she wanted these sets immediately. It’s a potent reminder that LEGO’s old slogan “It’s a new toy every day” could be equally augmented with “It’s a different toy for everybody.” Re-focusing on more free-form play isn’t just a good strategy…it was the entire point of The LEGO Movie.
