LEGO expands horizons and reinforces gaming bet

The LEGO Group is expanding its horizons, with collaborations with several brands in the video game industry and the world of pop culture, allowing it to design sets related to several world-famous intellectual properties. From Fortnite to Harry Potter, Super Mario and One Piece, the geek and gaming side of the LEGO universe is expanding.

Gone are the times when LEGO merely meant toys designed for little ones. Currently, colored bricks have become much more than that, they have become decorative pieces, part of our lifestyle, part of our passion for the most varied digital works. The LEGO Group has long highlighted the message that adults are welcome, that “+” in the box indicates so, but today the sets for adults are immense and increasingly diverse.

The recent opportunity to learn about the LEGO Group’s plans for this Christmas allowed us to discover the growing importance of boosting the bets on these colorful bricks, establishing bridges between different works from the digital world with the real world. LEGO sets bring children and adults together in fun building moments, but now they are ready to go further, to embrace the whole family, all ages, with unexpected ways to bring people together.

On this visit to a kind of LEGO house, not made up of colored bricks, but rather a house in which the various rooms were completely decorated with LEGO sets to show the company’s new era, it was easy to see that the idea of ​​toys is just a part of its essence. LEGO sets can be seen as decorative pieces or even as ways to expand your passion for a work of entertainment. There are several sets clearly positioned for adults and, even better, gamers.

the LEGO gaming and geek side continues to expand and these sets look fantastic in any room

Visiting the LEGO Group house allowed me to see the Christmas decorations. If you want, you can decorate your entire house with LEGO objects for the end of the year festivities, and you can also convince your partner that the LEGO object you built (it could even be a painting or a plant) is the best piece of decoration they could have on display at the entrance. Yes, it is possible to completely decorate a room using LEGO sets.

However, it is the gaming and pop culture aspect that fascinated me the most. As fun as the F1 and LEGO Technic cars are, it’s the Star Wars, Batman, Harry Potter, One Piece, and of course gaming sets that left me completely captivated. It was easy to go through those divisions and think that “I can give LEGO to the whole family and they will feel like they are fun and appropriate gifts”. Furthermore, that feeling of finishing a game or series completely in love with what we saw to the point of wanting to give vent to that passion with merchandising, also gains its own style with LEGO sets.

Although the anime is not yet a firm bet, the partnership with Netflix has resulted in several LEGO One Piece sets, each more impressive than the last. The Going Merry and the Baratie in particular are two imposing boats that are positioned as great times to build and then display as decoration, combining the passion for LEGO with One Piece. These are large-scale sets for the biggest fans and when you finish them, it’s impossible not to want to show them off. These are two strong arguments for those who feel that the era of LEGO sets as mere toys is a thing of the distant past.

In addition to the new Marvel and Star Wars sets, which include dynamic logos, ships, various mini-figures, and even busts to decorate gaming spaces, the LEGO Group also showcased the new Harry Potter and Batman sets to great effect. Diagon Alley and Arkham Asylum are strong examples of the most ambitious and interactive sets that the company is designing and they are all good gifts to offer, capable of going beyond offering a static object that you land and stay there. A LEGO set is a journey, from building it with the first brick to displaying it. There is an element of craftsmanship here that gives LEGO sets a very unique charisma.

All this to get to LEGO gaming, which includes Mario Kart, Sonic the Hedgehog, Animal Crossing, Minecraft, Fortnite sets and if you want, you can also consider LEGO Arkham Asylum as a gaming set, among other sets related to the gaming world and cross-media. We all know the popularity of Fortnite and Minecraft among younger people, but when they are involved in these digital worlds, children spend most of that time without interacting with adults. Enter LEGO sets that allow digital play to continue in the real world, in a way that brings parents and children together without leaving this much-loved universe.

By combining the digital with the real, in the form of sets inspired by the gaming universe, the LEGO Group allows gamers to expand their passion in energetic and constructive ways, because even if an adult doesn’t understand anything about Fortnite, Minecraft or One Piece, among other examples, they know that they will be having fun building something, in the company of their child or family member who will love seeing a figure or object that they recognize take on a 3D shape in front of them.

When we start building a LEGO set, from the moment we open the first bag until the last brick is placed to admire everything ready, it is a journey like no other. Getting totally immersed in building a LEGO set can be a Zen experience, and as goofy as it may sound, it’s highly rewarding to look at a finished set that you built entirely yourself. It becomes more fun when it brings together several family members.

Whether it’s a parent who loves Mario Kart and shares that passion with their children and then combines the rewarding LEGO building experience with their love of games, or a parent who doesn’t even know One Piece, but will love building the Going Merry so their child can then display it in their room, these are experiences that take on a dimension very specific to LEGO sets.

The experience and pleasure of LEGO building is part of a charm that few others can present, especially static products that have already been built. This element of interactivity, the deepening of gaming and pop culture, without forgetting the decoration, together with the zen pleasure of building LEGO, positions the colorful bricks for exciting moments.