2011 News, redux.

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We're getting quite a few emails about early 2011 sets, as there have been a lot of new leaks in the last few days, including good quality shots of some brand new themes for next year, as well as the Series 3 collectable minifig line-up.

We aren't ignoring the posts, but we are making a deliberate decision not to post info until official sources are available. To reiterate Huw's post from last month -

"We're aware that there's news of 2011 sets on other sites, based on the sighting of a retailers' catalogue.

While we like to read it as much as you do, we know that LEGO do not appreciate it when leaks like this occur so early in the year and are propagated by sites as popular as this. One reason being that it could potentially enable a competitor to bring a similar product to market beforehand. So, for that reason, we won't be reporting on it here, or providing links to it, until much later in the year when it becomes 'common knowledge' and is not based on priveleged information (e.g. the retailers' catalogue), and we'll be deleting comments that mention it, too.

I appreciate your understanding on this."

We're aware that Lego's lawyers are taking pro-active action to get these new files removed from image sharing sites, so make the most of them if you do track them down. Please do not post links to images or discuss the new themes here, as your posts will be deleted. Thanks for understanding :-)

37 comments on this article

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By in United States,

@bluemoose : then you might want to review the last few posts on the story of the mini figures being spotted in Walmart because there are a couple of people posting links to other sites about series 3 figures.

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By in United Kingdom,

Thanks.

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By in United States,

I like Brickset....however, I love seeing the breaking news of new sets at other sites. Not hard....just search the web.

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By in United Kingdom,

I can understand Lego fighting these leaks, but its difficult once the cat is out of the bag in the digital age with the speed of the internet. Their best bet is to find the source of the leak and use it as lessons learnt for the summer 2011 sets. Hasn't there been hazy pictures available on some sites for a while?

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By in United States,

Huw can you let people post links about new sets because if you don't want to see don't click on the link

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By in United States,

I love this website and am glad for the swift action of the moderators. If my REDACTED gets deleted just for mentioning REDACTED so should those who post REDACTED or REDACTED. Sorry if it makes me a REDACTED.

[Post edited by Yellowcastle] :o)

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By in United Kingdom,

Lego are delusional if they think their competitors have any difficulty in acquiring a dealer's catalogue or that they'd be trawling the internet looking for crappy pictures of one.

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By in Canada,

It looks as if LEGO really are serious about trying to keep a lid on these: I see a serial offender at flickr has had his account terminated. Honestly, I don't know what people don't understand about the word 'confidential' stamped over the images.

It's interesting to read a LEGO designer's take on the leaks at flickr, which I hope he won't mind if I quote here, because it sheds new light on why it's bad that they are leaked:

"So much c??? based on the blurry images is stated as fact by so many [people] that kids start copying it and believing it and some themes never quite recover, the stuff said about the Agents truck when it first leaked was so nasty it actually seemed to affect early sales. [...] These preliminary images are intended for shop keepers to decide how many they think they can sell, they are not looking at the details or trying to spot new elements.
These images are just not for viewing by the final consumers, kids don't understand how much the models can still change, and apparently some AFOLs (even experienced ones) don't either! "

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By in United States,

I got slightly repromanded over on Eurobricks for some pics I found on Flickr of the new sets.
I totally understand LEGO not wanting to leak too many pics but to not discuss it(?).... I can't see how they can stop people from discussing sets that were seen by many already. Eurobricks has tons of people commenting on them and the posts are still up there.

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By in United States,

@Huw...I agree with the designer since the pics are not the final product. Color, pieces can change to improve the kit further before release. It's just like editing books. You got your first couple of drafts and then refine it before you print. I wouldn't want the public to see my sketches before I finalize my drawings either.

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By in United States,

They're trying to prevent a lawsuit from Lego. All you guys upset about not being able to post or link to illegal copyrighted images wouldn't have to pay the legal fees if Huw or the other moderators get sued. I for one love the legitimacy of the Brickset site, I know if I see it here, it's true and isn't rumor!

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By in United States,

I think they definintly should try to keep those undercover when they just lost the trademark and other companies might be looking to steal somthing else, even though I do enjoy the leaks as much as (almost) everbody else.

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By in United Kingdom,

it's a fair point around sensitivity in light of the recent trademark/patent decision, having said that, only they hold the Star Wars licence. I still think rather than go after the forums etc, they need to find the source of the leak and come down strongly on it, as well as use it for lessons learnt. If it's from retailer catologues, then threaten to remove licences to sell?

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By in United States,

@yellowcastle : Did I ever tell you you're hilarious?

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By in Australia,

I think that's fair enough. No need to offend our beloved company if they don't want these pics out there yet.

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By in United States,

@R4-G9...that's what I'm talkin' about. I mentioned that awhile back on Eurobricks. It's ok to talk about the sets. I understand not showing pics but why can't we discuss what's coming out and if someone saw the pics, they can discuss it too.

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By in United States,

I have a time machine and went into the year 2023. The new Lego has hover capability and some even build themselves...I'm sorry to be a cynic, I do love this site and we all get caught up in the euphoria of new sets, it seems mostly like we want to be the first to have privileged knowledge of such a beloved product. We do have to respect privacy and ideas and I think the deleted posts is proper especially since this site has a strong relationship with the worlds greatest product. Please keep up the good work!

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By in United States,

An inside source has told me.
The 2011 Star Wars Ultimate Collector Series is going to be: The Ultimate Death Star

It is actually to scale of the Mini-Figs. Which, if you can recall the trench scene in the climax of the movie, will make it about 45-50 Feet in diameter. It will come with 6000 mini figs

Oh yeah, Toys R Us will stock it but rumors are they will be selling them at $299,999 instead of the suggested retail price of $199,999

;)

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By in United States,

@voypro that's a rip off even for toysrus!

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By in United States,

I do respect Lego's concern that their product designs getting out early, gives away some of their competitive advantage and can hurt sales, but no respectable company that I've seen is nimble enough to copy their designs with knock-offs in the 4-6 months between pics getting leaked and sets actually coming out. Megablocks just started doing collectible mini-characters for their Halo Wars line...6 months after Lego brought out their collectible mini's (9 months later if you want to talk about when toy fair pictures of series 1 came out). Yes, companies like some of the ones in China (that don't respect copy right laws anyway) will be able to bring something out quickly, but at a severely reduced quality and with much more restricted distribution due to copy right laws in other countries. Not to mention, I have yet to see any true sets from MegaBlocks, Best Lock, or even Trio come out with anything that gets close to what Lego does, not just in quality of the blocks but in design.

The video game industry thrives on getting a crowd whipped into a frenzy about a game coming out 2-3 years before its release. If Lego would do a press release showing clear images for what's in store for January, around September/October (much like Toy Fair for the summer releases), you could get kids foaming at the mouth for the sets coming out. I show my nephews toy fair pics every year and that is all I hear about until June when the sets actually come out. Not to mention that I have yet to see Lego sales get hurt from these pictures getting out...I know its every company's goal to "make money" but Lego is making it hand over fist with their double digit percentage growth in sales, year after year.

But I digress...I love the company and I will continue to buy their product. If this is how they want their ship run, I can abide by it...but I still think there are better marketing strategies.

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By in United States,

@voypro AND we are supposed to believe that?

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By in United States,

@voypro Yeah, i would love to see toys r us try to market a set that would be well over 2 miles accross with a piece count likely reaching well into the trillions.

One knows they are a Lego + Star Wars geek if they crunch the numbers to see how big a minifig scale Death Star would be based on a joke, which was hilarious.

By the way, does anyone when will Lego officially unveil their new sets and themes, or when they have done so in years past? Rumors are okay, but I would much rather get my data from primary sources than from leaks in the Lego marketing department because A, I would rather have Lego release the images when they feel they are ready to be seen by the public, and B, the pictures Lego releases officially are MUCH better.

I hope Lego finds this leak, though I doubt it will happen, and if it does another one will probably pop up next season. Plugging leaks in a big company like Lego must be like trying to get a sieve to retain water. Suddenly I have a much deeper appreciation for the people at Lego who try to contain these links and for moderators...

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By in Canada,

nice sarcasm there voypro :P
@beefygrefe: I am no fan of megablok but I don't like how you refer them as not original..lego also had some un-original ideas as well, such as the battlepacks and making sets out of a video game. Dont get me wrong, I love lego as much as anyone here......
I agree with huw and bluemoose and respect that. If we really are lego fans, we wouldn't want to make lego mad do we?
Also, I would rather be surprised on what lego has created instead of waiting for the sets to come out in 5 months...

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By in United States,

Why blame the people for posting these? Who they should blame, or go after is the retailers. The key word is RETAILERS catalogue. In other words, 'for their eyes only'. They are the ones who should get in trouble or sued, because they first let the consumer(s) see the catalogue, THEN let them take pictures.

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By in Taiwan,

I find it interesting that Amazon is already accepting pre-orders for the 1/1/11 sets, but they don't have any information or pre-order for the Winter Bakery that comes out next week. I hope TLG do sell it through Amazon, like they did with the Winter Toy Shop. I like buying there at MSRP without tax or shipping.

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By in United States,

I think Lego likes to rerelease old sets "revamped" for the new generations who couldn't get them before. IE: star wars, Harry potter, and city sets and any others I didn't mention.

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By in United Kingdom,

@ voypro would that price include the forklift and training to able to move the box (boxes) from TRU to home? Hate to think how mant volumes the manual would be! LOL :-)

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By in United States,

@bluemoose - Oops... I just reread the last paragragh on the news post and just noticed that you didn't want any talking about the themes either. Sorry, shouldn't you delete my other post too.

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By in United States,

Is it ok to discuss/speculate what we hope is released?

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By in United Kingdom,

@Jarod - I didn't delete your post; one of the other Mods/Admins must have done it.

@ncbarret - sure, but not here on Brickset; we aren't a discussion forum. There are plenty of Lego web forums out there to do it (Tabletown, Eurobricks, FBTB, and dozens of others). Sorry if it seems harsh, but we're trying to retain our identity & not become an 'identa-kit' Lego web forum.

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By in Finland,

I also think censoring discussion about the 2011 themes is pointless and even delusional, as someone here said. By now the whole online fanbase knows what the themes are, and you only need to go to some LEGO forum to see the names if you don't know them yet.

We as fans have to remember that TLG is a big corporation that in the end of the day is after profit. They're not some voluntary organization aiming to make the world a better place, even though the company's business is quite ethical by modern standards. I know many fans and fansites are fiercely loyal to them and wish to keep good relations, but I dislike the way TLG thinks it can dictate what people can see and speak - and I dislike even more that the websites succumb to this. Again, TLG is trying to protect their profits, not the fans of their products from getting "false impressions" or something like that.

Brickset.com has certainly lost some respect in my eyes for forbidding its users from discussing the upcoming themes. Freedom of speech should not be allowed to fall under the dictation of any corporation, not even the one producing our beloved bricks.

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By in United States,

why wouldn't lego censor a site that list all of the known/leaked sets for 2011?
The list is with set # and names.

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By in United Kingdom,

@Sandy: Nobody is censoring discussion, you're just being politely asked to discuss it elsewhere. You really answered your own complaint with the line "...you only need to go to some forums", so do exactly that if you want to talk about it. It's been stated many times before that Brickset is NOT a forum, it is a news site, and the news to report was that there had been leaks, and the specifics of which are not relevant to a site dedicated to official lines and releases. Personally I think brickset is doing the right thing, and i for one applaud it. I hope you realise that every box image (and most other product images besides) are all copyrighted material owned by Lego, so the fact that websites such as this exist is purely down to the goodwill of Lego in not pursuing copyright infringement suits. I mean, do we really need another forum to have the same discussion that's been had in half a dozen places already?

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By in United Kingdom,

Great comment legomatt, I entirely agree, brickset is NOT a discussion forum.

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By in United States,

You are entitled to your thoughts and opinions but Lego has the right to go after anyone who puts out any of their confidential information. I think those people should be punished accordingly whether they are employees of Lego or a retailer. We should respect Lego's right to privacy. I would like to see all the upcoming sets like the rest of you but I respect Lego's decision to shut down anyone who posts pics about their unreleased stuff. I think the moderators are doing their part by removing anything that could upset Lego.

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By in United Kingdom,

Lets all calm down here folks.

Brickset is a privately owned & operated website. It is entirely within the rights of the owner to decide what does, and does not, go on here. If you enter someone's home, a private business, or a store, and behave in a disruptive way, contrary to the wishes of the owner, you will be asked to behave. If you continue to play up, you will be asked to leave. Despite what some people are claiming, that isn't censorship.

Continuing to behave in a disruptive way, after you have been asked to stop, is very rude behaviour. Most people here seem to get that, a few do not.

Brickset has a set of policies. They've grown over time & will continue to change in future. Today, a policy of respecting the intellectual property of other people is one of those policies. Allied to that is a policy of using information from primary sources. If you like, think of it as the difference between a tabloid newspaper, printing any rumours and gossip, and one of the 'quality' newspapers. I hope that doesn't come across as elitist, it's not meant to, just trying to explain how we operate.

I've locked this to allow everyone to calm down & to reduce the amount of worked need to maintain this site; I've got other work to do on the database.

As always, happy to receive emails on this issue.

Ian

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By in Canada,

@legomatt, you've hit the nail on the head: "the fact that websites such as this exist is purely down to the goodwill of Lego in not pursuing copyright infringement suits". We are subject to LEGO's fair play policy, http://www.lego.com/eng/info/fairplay.asp, particularly the 'Scanning Of Copyrighted Materials Into A Web Site'
part, which is pretty fair to my mind. It would not take much effort on their part to get us shut down if they felt we had overstepped the mark. I know, I've been on the receiving end of letters from their IP lawyers in the past...

So, as it's in my interest that this site continues to exist, I'll 'censor' whatever I feel is necessary to maintain a good relationship with LEGO, which ultimately is in your interest too.

If you survey the popular fan sites you'll notice that the 'responsible' ones (fbtb, Brothers-Brick, Toys n Bricks and Eurobricks to an extent) do not post confidential images or encourage discussion about them. Those that do, tend to be way down the food chain in terms of visitor numbers so are not much of an issue for LEGO. By all means discuss whatever you like at them: it's a free country after all, even in the UK :-)

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