Name change: from LEGO® Creator Expert to LEGO® 18+

28 Bêläwü 2020

LEGO® has announced that the Creator Expert theme will be discontinued and the new, advanced sets will be labelled 18+. LEGO® indicates that it has changed its name to new adult-focused packaging design to make it clearer which hobbies or brand products they can relate to. This is in line with LEGO®’s new strategy to grow in the AFOL market.

The past year has made clear that LEGO® wants to grow in the adult market. The company has had several years of slow growth and sees a growth opportunity in the AFOL market. Many non-LEGO® fans will still have the idea that LEGO® is a child's toy. LEGO® wants to deal with that fable and with the theme 18+ it must be clear that these sets are not toys for small children.

Does this mean you have to show your ID if you want to buy an 18+ set? Are these sets not suitable for someone aged 16? No, of course not, but the name will make it clear to non-LEGO® fans that this is not a simple toy, but a serious set. This is of course no surprise to you.

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