LEGO is Rebranding Adult-Focused Sets as ‘LEGO Icons’
A new LEGO theme is incoming on 1st June: LEGO Icons. The Icons brand will encompass a range of LEGO’s 18+ sets, making it easier for adult builders to find new sets that are appropriate for them.
The statement shared by LEGO, courtesy of Brickset, reads as follows:
“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.”
Our takeaway from this, then, is that the “18+” age rating will remain in place on the box. But sets that currently don’t have a unifying theme – like the Tallneck or the Back to the Future Time Machine – will now be part of LEGO Icons.
We’ll see from Wednesday which sets will fall under this new brand. It shouldn’t change anything in terms of buying LEGO sets; it’s just a minor shuffle to branding. We’re also unsure if existing sets will be reprinted with the ‘LEGO Icons’ logo on the box.
It makes good sense, in our opinion. LEGO has released more and more sets that sit outside of one of its main brands, and so unifying them is sensible. Many of the sets currently outside of a theme are either licensed properties or real-world structures – in other words, they’re often Iconic. And so the word ‘Icons’ seems like a great fit.
What sets will fall under LEGO Icons branding?
We’ll have to wait until Wednesday to see for certain what sets will now be branded as LEGO Icons. But it seems to be any adult-focused set that is not currently within a theme. For instance, 18+ Star Wars sets will remain as part of LEGO Star Wars. And 18+ Ideas sets will remain as part of LEGO Ideas.
The unthemed sets we imagine will now be part of LEGO Icons are as follows:
- Colosseum
- Titanic
- Back to the Future Time Machine
- Optimus Prime
- Horizon Forbidden West: Tallneck
- Real Madrid – Santiago Bernabeu Stadium
- Camp Nou – FC Barcelona
- Haunted House
- Nintendo Entertainment System
- Ghostbusters Ecto-1
- Treehouse
- Mickey Mouse & Minnie Mouse Buildable Characters
- Super Mario 64 Question Mark Block
- Volkswagen T2 Camper Van
- The Friends Apartments
- Porsche 911
- Queer Eye – The Fab 5 Loft
- Santa’s Visit
- Adidas Originals Superstar
- Pickup Truck
- Vespa 125
- Elf Club House
- Everyone is Awesome
