The LEGO Group acquires BrickLink

Posted by ,

LEGO has today announced its acquisition of BrickLink. Read the full press release and our interview on this subject with Julia Goldin, Global Chief Marketing Officer at The LEGO Group, here:

The LEGO Group acquires BrickLink, the world’s largest online LEGO fan community and marketplace to strengthen ties with adult fans.

Acquisition will strengthen the LEGO Group’s engagement with its growing community of adult fans.

BILLUND, Denmark, November 26, 2019: The LEGO Group today announced it has acquired BrickLink Ltd (www.bricklink.com), the world’s largest online community of adult LEGO fans from NXMH LLC to strengthen its connection with its important adult fan base.

The BrickLink platform has more than one million members and comprises an online marketplace of more than 10,000 stores from 70 countries; a digital building software where builders can design and showcase their creations; and a vibrant online community where fans share ideas and builds.

The platform was founded in 2000 by Dan Jezek as a way to connect like-minded adult LEGO fans from around the world. It was acquired in 2013 by NXMH, which is owned by Korean entrepreneur Jung-Ju “Jay” Kim. BrickLink is headquartered in Irvine, California.

The LEGO Group CEO, Niels B Christiansen said: “Our adult fans are extremely important to us. They are passionate, committed and endlessly creative. We have worked closely with the community for many years and look forward to deepening our collaboration through BrickLink. We plan to continue to support the active marketplace and evolve BrickLink’s digital studio which allows our talented fans to take their creativity to the next level.”

Jung-Ju “Jay” Kim, owner of NXMH, said: “It has been a privilege to lead the transformation of BrickLink during the past six years. I am grateful to the community for being so welcoming, supportive and constructive. I am constantly amazed by everyone’s endless creativity and their love for building. I am confident the platform will be in good hands with the LEGO Group. As a fan myself, I can’t wait to see what’s next.”

The LEGO Group’s Chief Marketing Officer, Julia Goldin, said: “BrickLink provides the LEGO Group with a unique opportunity to connect with adult fans through new channels and exciting experiences. We’ve recently collaborated with BrickLink on a range of crowd-sourced sets to celebrate the 60th anniversary of the brick. We learned a lot and are keen to explore more ways of working together to create value. We look forward to collaborating further with our adult fans, while retaining and nurturing the independent spirit of the digital platform.”

The acquisition also includes Sohobricks which makes small batches of building elements.

Financial terms of the acquisition were not disclosed. Closing is expected to occur before the end of 2019.


We had an opportunity to speak with Julia Goldin, Global Chief Marketing Officer at The LEGO Group, about this acquisition yesterday.

Brickset: What has prompted LEGO's decision to acquire BrickLink?

Julia: Our love and appreciation for adult fans of LEGO. They have always been very important to us and have contributed so much to helping us build the brand. We feel that we can engage with them in a much deeper way through the ownership of BrickLink. That will enable us to focus our own capabilities and the strength of the LEGO brand to understand better what members of the community want and to improve our service towards them.

Moreover, the acquisition will create an even stronger connection for LEGO to learn from adult fans and we hope this will become an excellent platform to improve that relationship. BrickLink’s global audience is also important, enabling us to broaden our reach to AFOLs around the world.

Can you provide any specific information about how this will improve the relationship between LEGO and adult fans?

Julia: There are many different possibilities but it is too early to give any certain information at the moment. We already piloted the AFOL designer program last year with fantastic results and we can see that there is ample opportunity to support MOCs, particularly with regard to crowdsourcing and insights concerning how we can develop the LEGO System of Play. I believe those are the main things that will emerge in the future.

Do you envisage LEGO making any changes to BrickLink?

Julia: BrickLink has been an extremely successful organisation, inspired by the strong vision from Dan [Jezek] and fuelled by the very committed and passionate people who run the website today. We do not therefore anticipate making any changes. Instead, we hope to support them and maintain some of that independent spirit.

Of course, we will also want to introduce continued improvements and expand the opportunities which are provided to AFOLs through BrickLink. I certainly see some possibilities for development, progress and evolution in those areas, with input from the community.

How might this affect LEGO's existing methods for selling individual parts, such as Bricks and Pieces?

Julia: BrickLink provides an opportunity for us to better understand what needs people have. There are no plans for immediate changes but I think there is potential to evolve and improve that service within LEGO to the AFOL community. At the moment, we have various methods of providing bulk or individual brick purchasing but BrickLink could certainly assist us with continuing development.

Could this acquisition result in any price changes or price setting on BrickLink?

Julia: There are absolutely no plans to change transaction fees or anything like that.

Might there be any influence from LEGO in how elements should be valued, potentially affecting the existing competition between BrickLink stores?

Julia: No. We would seek to maintain the marketplace in a way that is competitively robust and we will continue to allow sellers to operate as they are doing already. LEGO will not be interfering with that in any way.

Can we therefore anticipate that LEGO’s involvement with the BrickLink marketplace will be relatively light?

Julia: Yes, our primary goal with this partnership is to deepen our connection and relationship with adult fans and to service the community more effectively. There is definitely opportunity to enable fans to celebrate their creations more widely, perhaps reaching broader audiences than have been possible previously, for example.

The recent AFOL Designer Program pilot clearly demonstrated the enormous desire which fans have to design their own models. Providing further opportunities there would be our priority, rather than interfering with the marketplace.

Finally, how would you reassure fans who might be nervous about LEGO acquiring BrickLink, given its close integration with fans?

Julia: My first comment would be to emphasise that our acquisition of BrickLink is driven by desire to support our fans more effectively. There should be no concerns about our interference as we realise the platform already works extremely well for many people. I must also mention that our reason for doing this is because we believe there are opportunities to make improvements and respond directly to what the fans really want from LEGO.


What is your response to this interesting news? Let us know in the comments.

251 comments on this article

Gravatar
By in United Kingdom,

....what

Gravatar
By in Singapore,

As soon as I saw this headline I yelled, in no uncertain terms, "HOLY MOTHER OF BRICKS"

I'm just glad that LEGO plans to keep BrickLink operating independently, at least for now. Though I have my own very strong complaints about the usability of the site and Studio...

If there's one area I'd like to see LEGO disrupt marketplace-wise, it's making Bricks & Pieces and online PAB more widely available. BrickLink can be a godsend, but it can also be a pain, having to source parts for one MOC from many different sellers at a time resulting in shipping costs adding up for example. As I write this I currently have no fewer than four carts to manage and no easy way to compare prices part-by-part to get the best bang for my buck.

Gravatar
By in United States,

It's not April 1, is it?

Gravatar
By in United States,

Whoa. Can’t say I ever saw that one coming. Immediately checked that there isn’t some European version of April Fool’s day I wasn’t aware of. (And my exclamation of choice is “Studless Bricks!”)

Gravatar
By in United Kingdom,

Wait, ... what?

Gravatar
By in Brazil,

Bruh.

Gravatar
By in United Kingdom,

There goes the neighbourhood.

Gravatar
By in Hungary,

Welp

Gravatar
By in India,

The site went down for sellers several times this past week. Maybe that was a sign something’s up.

Gravatar
By in Czech Republic,

Well, well, well. Not sure what to think about it...

Gravatar
By in Sweden,

Rather unexpected, but as long as they don't set their web team to work on Bricklink as well. :)

I would indeed hope that the individual stores remain as independent as they are today. Bricklink is working extremely well for me as it is.
I doubt you'll ever get to hear the real reasons for something from a marketing officer, but Lego's main interest here might really be direct links / access to the Bricklink community, and maybe the Stud.io software (which I find to be more powerful than LDD) along with the gallery / marketplace of MOCs.

Gravatar
By in Finland,

WHAT

Gravatar
By in Venezuela,

This is the way

Gravatar
By in United Kingdom,

Oh no, that's Bricklink ruined then.

Gravatar
By in Australia,

Surely Lego Group plan to data mine the hell out of this site. That has to be their main goal for this

Gravatar
By in United States,

:-o

Gravatar
By in Singapore,

@kfr: Honestly, I've spoken with some of the people who work on LEGO.com, and they're the sort of folks I'd love to have fix some of BrickLink's most glaring issues. As long as they don't fix what *ain't* broke, of course...

Gravatar
By in United Kingdom,

Surprising & interesting.
As a source of data for Lego, I can see the value.
Could also be some stuff going on with Ideas & MOCs being produced

Gravatar
By in Portugal,

This will be the end of Bricklink as we know it. The Lego Group these days can't help themselves to stop chasing and smelling the money wherever he is...

Why can't they just continue with their own website and pick a brick service? That by the way works very badly lolol

Let things as they are, because they're just fine! Thank you!

Gravatar
By in Netherlands,

I hope TLG learns that AFOLs hate stickers for various reasons, particularly because a set costs so much and that it's horrible to see its stickers crumble over time. You are then only able to aqcuire that single sticker sheet again for 50 euros from the one seller on BrickLink that still has it.

Gravatar
By in Ireland,

Ooof. Really hope this doesn't impact people's ability to sell on Bricklink.

Gravatar
By in Micronesia,

Just audibly shouted out loud, "Whaaaattt?!" Too bad nobody's around because it's almost midnight, and besides, none of my friends would understand even if they heard what I was shouting about. But this is crazy! Hopefully good, just super unexpected.

Gravatar
By in Australia,

Holy studs, Batman. That came out of nowhere.

Gravatar
By in Belgium,

Oh no, Bricklink has always been the online shop that actually works for me.
The Belgian S@H is so bad, it has nearly no promotions and lacking stock.

Gravatar
By in United States,

My gut reaction is this will not be a good thing in the long run.

I hope I'm wrong.

Any sellers on Bricklink want to comment?

Gravatar
By in Belgium,

Absolute game-changer. Lego clearly have plans, the income made by BrickLink is peanuts compared to their existing revenue, so that's the only explanation.

I hope that TLG start to bring some standards to BL because they are sorely missing. I can't for one minute believe that they will continue to provide a platform for sellers who openly flout the law.

Changes are coming.

Gravatar
By in Poland,

The only good thing is - ALL INVENTORIES will be quickly updated!

Gravatar
By in Poland,

"Julia: BrickLink provides an opportunity for us to better understand what needs people have."
Cheaper, good quality Lego selection. SIMPLE.

Gravatar
By in Hungary,

The previous comments summarized my feeling pretty much.
The 1st hand market owner buys the 2nd hand market, what?

Gravatar
By in Singapore,

@aleydita: That reminds me, just the other day I saw a seller whose T&Cs and shipping policy were completely plagiarized from a reputable seller, as if they somehow operated in exactly the same fashion (the original T&Cs were highly customized with lots of nuances, more than simple tiered shipping rates). Whether or not that seller is legitimate you'd have to be quite the risk-taker not to write them off as a potential scammer and source your parts elsewhere.

Gravatar
By in United States,

I don’t know if this is good or bad!

Gravatar
By in United States,

Nope. Do not like.

Gravatar
By in United Kingdom,

Generally concerned to be honest as a part time store. If I were full time, Id be more worried. Anxious to see what develops from this.

Gravatar
By in United States,

Cooperating in more projects like the AFOL program is great but not so much eliminating the LEGO compatible products as I have sometimes bought Arealight and Brickarms products (as their selection of accurate SW weapons surpasses LEGO). I use both Brick and Pieces and Bricklink to service my parts needs but Briclink is better as the seller charge fast and ship faster than LEGO own services.

Gravatar
By in Sweden,

@LegoSonicBoy I don't claim Bricklink is perfect in any way. The website uses a strange mix of at least two different designs and some of the interactions are rather idiosyncratic (to phrase it politely)
But essentially, I only buy parts (and the occasional polybag; no larger sets) and being in the EU there's a large selection of sellers to choose from. That works out really well for me in terms of finding the parts I need for (mostly) reasonable money, and with reasonable shipping costs

Gravatar
By in Canada,

Echoing the sentiments of most people here. I have a feeling that in 2 to 3 years we'll see some form of announcement like "We realised that BrickLink did not suit our portfolio or the needs of our customers" and they shutter the whole thing.

Enjoy it while it lasts, friends. And make some cash with the feeding frenzy that is sure to follow if you can...

Gravatar
By in United States,

Not good...

Gravatar
By in Canada,

What impact will this have on Pick a Brick? Bricklink actually offers more pieces than pick a brick (in store or online) and often at a cheaper price. Sure, you for the most part have to go through multiple sellers. Recently in Ottawa the Lego store opened and I was disappointed to learn that I could not submit a list of ElementIDs and quantities at the store and have them ordered in; just told to use the website.

Now I realize the Lego can't offered retired elements but even current elements aren't available online. So with the acquisition of Bricklink hopefully this improve the availability of elements?

Eager to see the impact

Gravatar
By in Australia,

I am completely shocked, I did not see that coming.

However, I am also quite amused at the theories that this is the end of Bricklink as that doesn't seem remotely realistic. For a start, if Lego did "shut down" or radically change, the 10,000 or so stores, wouldn't another site just pop up? I mean there are already alternatives out there, just not as good or with as many stores. So if Bricklink changed too much, the market (sellers and buyers) would shift. Therefore it is in Lego's best interest to keep the core business as is.

The data on the other hand, will be very handy for them and if they implement some changes based on that data, that will be interesting to watch.

Interesting (but I doubt ominous) times ahead.

Gravatar
By in Serbia,

I`` m interested how much did Lego paid for BL? It is not published now, but it would be interesting to know...

Gravatar
By in United States,

Oh dear. That can't be good.

"I hope TLG learns that AFOLs hate stickers for various reasons, particularly because a set costs so much and that it's horrible to see its stickers crumble over time. You are then only able to aqcuire that single sticker sheet again for 50 euros from the one seller on BrickLink that still has it."

We could have told them that for free. No need to buy up the site.

Gravatar
By in United States,

Tertiary market, ENGAGE!

And thank goodness for Brickset, who will keep the historical record of sets when LEGO decides it wants to manipulate the secondary market.

Gravatar
By in United Kingdom,

There is nothing good that can come of this and LEGO know that. A terribly sad day.

Gravatar
By in Italy,

Well, I don't know how to feel about this... I just hope that TLG won't close the site in favor of Bricks & Pieces. That is my only concern...

Gravatar
By in United States,

I recently opened up a small Bricklink store, and have really enjoyed selling on Bricklink. I also use it to buy parts for my MOCs frequently. As such, I hope that Lego stays true to their plans to not intervene too much. I'm not neccisarily against this aqquisition as I think there are good things that could come out of it, although I also feel like it works pretty well as is.

Gravatar
By in United Kingdom,

My main concern would be that Lego start to "fix" things that aren't broken in much the same way they did with VIP points. The new point system is overly complicated when there was absolutely nothing wrong with the previous system. Bricklink works perfectly well just as it is, so take note Lego....leave well alone!!

Gravatar
By in Greece,

"HOLY MOTHER OF BRICKS" X2

I nearly checked if it was April 1st. Obviously the sets released via bricklink had huge impact on that decision... Let's see how well (or bad) they drive bricklink (stud.io etc etc) towards the future...

On a sidenote, bring back classic pirates and castle!

Gravatar
By in United States,

Hmmm . . . time to open that BrickOwl account. Based on past stories of LEGO Group taking over something, I have bad feelings about this (see the YouTube series "Forever Sorting with Kevin Hinkle") as he discusses how LEGO corporate works and their thought process.
Best Case = LEGO starts selling new "basic brick" (plates, bricks, tiles, etc.) in massive bulk quantities to AFOLs, and leaves small quantities, and older, used parts and sets to Bricklink Stores.
Worst Case = They appoint a "team" or "group" to work on the integration and support of Bricklink. Then, over time they get rid of all the key members of the team, finally shuttering the site because they were no longer able to support the business, and it did "not fit our current focus".
Let's give them the benefit of the doubt, but their track record is not a positive one. If they truly are interested in the AFOL community, they should have a booth at the major LEGO shows, and offer discounts at the local LEGO stores near these shows. They should also staff up the Community Team which has the most interaction with AFOLs and LUGs.
Huw - please don't sell off the Brickset site - PLEASE!

Gravatar
By in United States,

Given LEGO's semi-boneheaded marketing direction as of late, this could be ominous.

I just don't hope LEGO thinks that Bricklink is too much competition for say, Bricks and Pieces, and shutters the whole thing. At least Bricklink works. And they aren't overly picky against selling certain parts. I have to admit, Bricklink, and the huge availability of whatever part I need, no matter how rare or how old, often at a cheap price was what got me out of the dark age.

Gravatar
By in Canada,

I fear that the BrickLink fee for sellers will rise and we will have to pass this onto the buyers or raise the prices to compensate. This could be TLG’s tactic to eliminate the secondary market.

Gravatar
By in United States,

Mmmm I don’t want Stud.io to become the new LDD....

Gravatar
By in Romania,

"Julia: Our love and appreciation for adult fans of LEGO."
It is funny to see the majority of the comments worrying about LEGO's love for AFOLs. This is telling a lot how much we trust the in the last period.

Maybe LEGO will learn from this that people with money (AFOLs and parents) are suspicious about "improving" and competencies in raising prices and being disconnected from reality LEGO is for his own business, now we are worrying about involvement in BrickLink.

At least people will not be cheated anymore like I was by an Austrian thief last month buying for 126 euros fake printed tile Marina Bay Sand and Sungnyemun.
I received a refund and BrickLink closed both thief's stores.

Instead of worrying for the future and LEGO involvement, I must say a BIG THANK YOU TO BRICKLINK ENTIRE TEAM FOR YOUR WORK !! until today.

Gravatar
By in United Kingdom,

LEGO: Rebuild the Internet!

Gravatar
By in United States,

I like this move A LOT! The fact that they are leaving the marketplace intact, and using the data collected from it to analyze the interests of adult fans is great. I also foresee Bricklink being used as a platform for new adult oriented contests run by LEGO, allowing them to focus more on AFOLS.

Gravatar
By in Belgium,

I think some of the big sellers on BL will be feeling very, very nervous at this news.

Gravatar
By in United States,

Like everyone I did not see this coming. I always try to look at the positive. They can obviously start gathering loads of data on what AFOL are buying and creating. I’m choosing to take their word on not changing anything as far as the market place. I do hope they implement changes as far as the design layout and accessibility of the site. It has always seemed outdated to me. The over all functionality could use an upgrade.

Gravatar
By in United States,

@cody6268 LEGO would be stupid to shut down the marketplace on Bricklink. It’s the primary reason FOL’s visit the site. Bricks and Pieces and Pick a Brick, to my understanding, only offer parts from sets that are either A) on shelves at the time, or B) common elements like basic bricks. So shutting the marketplace down instantly removes people from being able to purchase retired sets, parts, and minifigures in a safe place.

Gravatar
By in United States,

This is very very unexpected! I always thought about using bricklink, but never had the time, it's currently really difficult to use(my opinion),and hopefully TLG will update that sometime in the future.
But again wow unexpected!

Gravatar
By in United Kingdom,

Either this is the end of Bricks n pieces or it's a way to control the after market

Gravatar
By in Sweden,

Can't say I was a huge fan of the way the BrickLink website was designed, but TLG are the LAST company on earth I want to change that, because at least on BrickLink I can manage to actually order things.

Gravatar
By in United States,

I just came here to see all of the AFOL’s freak out and cry that the world is ending.

To all of those claiming Lego has been sucking with their marketing lately, why do you say that? And don’t say because they made a theme or set that you don’t want...

Thank you to Brickset for providing this article as well as the interview. You wouldn’t get this sort of insight on any other website.

Gravatar
By in United States,

Why would LEGO purchase the site only to close it down soon after? Seems a waste of money to me. No, I think those seeing this as a potential to mine data could very well be on to something.

Gravatar
By in United Kingdom,

Everyone fears change, it's in Legos interest to keep the site on the same lines that made it something they wanted to acquire.. I am sure that if changes come, those who don't like them will just switch which site they use..

if this is the first major TLG step in driving AFOL engagement for the next 10+ years then i'm broadly in favour, if BL becomes their alternate route to market / adjacent market for "buy" then they just need to acquire one of the glossy coffee table magazines for the "inspire" part and perhaps a site like this for the "engage" part of AFOL and they'd have a pretty good set that would serve them well.

Move the future of Lego ideas into BL where you're getting early orders/intent and maybe crowd funding not just votes combined with digital design tools, bulk MOC part ordering etc... use the "engage" site for comms/reviews/news/surveys/ambassador/feedback etc.. and the magazine to unify it into one AFOL experience and you've got a pretty solid foundation there for the next 10+ years.

Gravatar
By in Australia,

Look, if the Lego corporates want to start manipulating Bricklink, people will start moving to another platform, or another kind of underground, independent system again. Hasn't there been other different platform besides Bricklink over the past few years?

Lego says they love and appreciate AFOLS. But AFOLS have long been lone sheep making their own creations - whilst of course using the same inventory made by the corporate entity that is Lego ironically - the truest extent of realising what Lego can do is not something the company has fully comprehended personally speaking. None of what the company makes sets-wise has that broad market appeal for older collectors, especially if you're speaking about individuals who think what Lego think they can achieve is actually shortcomings or lazy shorthands when it comes to realising a set. I mean the real power in "set making" likes with MOC builders who can imagine something realistically-based, create it, and share it with the rest of us. And the set that they make is completely and richly detailed, complex and highly realised. What a MOC builder can do is always so much better than one a set designer makes. But then having said that, these guys (i.e. Mike Psiaki) are having to build sets more simply, which in turn makes Lego as a whole appear infantile. A prime example is the relaunch of the Millennium Falcon with better functioning interior compartments but not to a full extent. Or creating the City theme with individual sets that appear like it belongs from Duplo. They've exponentially increased their set count over the years, yet in each modern set, the sets are not detailed enough. Nostalgically speaking, the "SYSTEM" designation was by far the most faithful to Lego's spirit.

Gravatar
By in United Kingdom,

The Brickink website is bad enough as it is, not sure LEGO running it is going to help.

Could be a good opportunity for LEGO to sell sets that don't meet the IDEAS criteria, allowing fans to vote and then buy, with the set boxes and instructions designed by LEGO themselves and packed with their own parts.

Definitely a huge data goldmine for LEGO. GDPR will be interesting, how much data they will just add to their own database, names and addresses added to what users have bought and sold over time.

I can imagine some people and LUG's having problems getting banned when LEGO can directly link people selling LUGBulk items on Bricklink.

Gravatar
By in United States,

My stomach flipped.

Gravatar
By in France,

I'm cautiously optimistic.
While we should NEVER completely believe the word of a MARKETING Officer, if LEGO does make good on its word about not interfering in any way with the marketplace, then it could open way to great things.

This acquisition, in the follow up of the survey about what we would like to buy from LEGO (light kits, official stickers etc), could open way to a massive reshaping of the LEGO business in favour of us, AFOLs.
With Bricklink and a closer connection to resellers, LEGO could now be able to provide them with tools so that retired sets, stickers and instructions could be re-issued officially without the need for the LEGO group to actually restart production, akin to the 60th anniversary sets produced by Bricklink with resellers.

Not only that, LEGO could start providing sellers with, for example, paid access to their own manufacturing infrastructure for sellers to have old stickers re-printed with LEGO quality. Or possibly even acertain demand for retired LEGO brick moulds, so that they could actually be put back into production or have certain amounts produced from time to time to cater to AFOL demand, instead of we having to rely on LEGO designers to manage to convince their bosses to bring back moulds like Tiago Catarino had to do for the Ship in a Bottle set.

Gravatar
By in United Kingdom,

A lot of doom in the comments here. If Lego maintains the light touch then it should be win-win.
Lego get enormous data and connectivity with AFOLs and AFOLs may well get more of the sets and designs they want per the recent project they ran with BL.

I have a small shop. Hey if it doesn’t work for me I’ll move it to one of the others like Brickowl....

Gravatar
By in United States,

This feels like a YouTube -> Google situation: little to no involvement at first, but deepening over time. First will be changes to TOS, focusing on practices that go against Lego brand vision and guidelines. Then we'll start seeing more integration with existing Lego services, like Bricks and Pieces, and eventually, a wholesale integration. Something like "bricklink.lego.com" or "www.lego.com/bricklink".

That being said, we all love the Lego brand and its culture. Such a series of events may not necessarily be a *bad* thing! Here's hoping for the best.

Gravatar
By in Estonia,

These things usually tend to turn sour rather quickly and despite their statements they must hate Bricklink at LEGO - the lost revenue and all... I predict LEGO will soon indeed meddle with what is being sold, first of all blocking the sales of Brickarms' products and soon everything else that is not genuine LEGO (because of company values/quality standards etc). The rare-coloured parts might be next to take a hit as people are "not supposed to have them". LEGO employees should beware when re-selling employee gifts and sets bought with employee discount - they will probably be tracked down and fired. Also I would not be surprised if one day the prices of MISB sets would be regulated (both minimum and capped maximum).
I doubt anything positive would be added, otherwise LEGO would've already done so at their own online store.
The biggest red flag for me is that the comments about the acquisition were given by a marketing boss, of all people.

Gravatar
By in United States,

Things I would never expect to happen for $400, Alex...

Gravatar
By in United States,

(Cosmonaut from Armageddon): "Is this bad?"
___

CapnRex101: "Do you envisage LEGO making any changes to BrickLink?"

Julia: ... We do not therefore anticipate making any changes.
...
Of course, we will also want to introduce continued improvements ...

Translation:
We are not going to make "changes"... only "improvements".
Improvements for whom? And aren't those improvements "changes", by definition?

While this may be beneficial for some AFOLs, I expect it will end up being a disaster for a lot of 3rd party sellers. Why would LEGO allow them to continue to make as much profit as they currently make? LEGO can produce sets at-cost. They have the moulds, the artwork, the documents, piece lists, everything. Any part or set that sells at a high premium, they can re-release. And since those high-premium parts and sets are how a lot of these 3rd-party stores make a profit, LEGO will have an ability to suck the profit out of those stores. They are the juggernaut competitor. Imagine being a mom-and-pop store competing with Wal-Mart, but Wal-Mart also owned the bulk of the food, clothing, electronics, publishing, hardware, homeware and appliance industries. And they own the shopping center where your mom-and-pop store is located. Want to stay there? Fine; stop selling the competitor's products. High demand for your part X or set Y? Great! We'll mass-produce it and under-cut you.

This is not good.

Gravatar
By in Belgium,

We'll probably be seeing some major changes to the ToS in the coming months. And a sales commission price hike.

Gravatar
By in Poland,

Why are you so suspicious about this when it is so plain and simple? Bricklink yearly sales of Lego bricks is fraction of what lego makes in terms of sales. But we can see since few years the shift to sets oriented towards adults. Lego realised that this is a growing market that brings real cash. Bricklink has the most data on what adults buy for them and not for kids. That is a type of data that doesn't exist on lego store database. There is absolutely no reason for lego to stop bricklink as a place to buy and sell bricks, they have a lot of reasons to keep their hands on the data coming from BL. For me this acquisition means that there will be more sets, offers and promotions towards AFOLs and maybe, finally, buying pieces directly from lego will be less cumbersome. I just wish Daniel Jezek would be alive to see and participate in this.

Gravatar
By in United States,

Dear LEGO - please don't make us use your color names. That is all.

Gravatar
By in United Kingdom,

Hi there, Lego social media monitors! Hope you're enjoying reading our terrified reactions :D

Gravatar
By in United States,

We'd better hurry up and get Brickowl's catalog and pictures completed, before Bricklink's information disappears...

Gravatar
By in United States,

That is odd. Hope they don't mess it up.

Gravatar
By in United Kingdom,

I've only used Bricklink a few times but whenever I search for a set and click "complete" I still get sets with no Minifigures or pieces missing so I gave up. What's the point of a classification function if sellers don't abide by it.

Gravatar
By in United States,

Great, now Lego will have data on my spending habits for old Bionicle masks.

Gravatar
By in United Kingdom,

VIP points for Bricklink purchases would be nice! (Probably not going to happen)

Gravatar
By in Netherlands,

Sorry this is really bad news.
And it also means the last days of LDD and that is also a pitty.

Gravatar
By in United Kingdom,

[BrickLink] Great deals, Cheap new sets etc.

[Lego] Over priced on some stuff and tends to have bad Sales

[LegoBrickLink] Exspensive and bad Sales .... Why have they done this :(

Gravatar
By in Netherlands,

If LEGO can see there is adult demand for classic sets and themes (meaning older themes that didn't have a TV show/App or magazine like almost everything has now) , hopefully we can get some classic sets again.

LEGO might now have more data to use how the demand is for now long-retired themes and sets, and parts.

Just think of it, almost each theme now has an app, magazine, or tv show aimed at kids, even City.

Creator is one of the last themes with no named characters.

Gravatar
By in United States,

I can feel safer about using Bricklink, now, maybe? Admittedly, a month ago, or so, LEGO didn't have orange 1x1s with one stud on 1 side, had to order from Bricklink, for my Casey Jr project...

Gravatar
By in Netherlands,

I really hope they only buy Bricklink for the programming and database to create an amazing bricks and pieces service (because B&P do have new parts faster and cheaper and BL sellers aren't that accurate in my experience. Also, it's a pain having to do 4-5 orders to get all the parts you might want) with easier search function (hopefully better than what BL has now) and the possibillity for saving wanted lists.

Gravatar
By in Germany,

I am surprised a lot of people here are so critical of this move and seemingly the company as a whole, this being a site that is a fan site for most things LEGO as a toy is. Personally and without being a fan boy I think LEGO has given us AFOLs a lot of great sets and is clearly catering to adults more than in the past. I for one don't take it for granted that they are out to ruin everything for us...

Gravatar
By in Australia,

From the statement and interview it sounds like the purchase is mostly about data and AFOL programs. I can't imagine they would want to interrupt the marketplace as they can get so much consumer data from that and they have to be thinking about the AFOL Designer Program as a possible cash cow - less work on their end to re-do and "standardise" sets to conform with normal ranges so quicker to market and given that the most expensive set sold all 2500 before the program finished, that's a lot a money on the table. I get the sets cost more as BL had to put the infrastructure in place to fill the orders, but Lego already has all that, so the potential profit margins are much higher. It also sounds like they want to mine the AFOL community for ideas in general - why use internal R&D or focus groups when you can do a quick word search on the forums to get what you want?

Gravatar
By in United States,

As others have said about themselves, my gut reaction was "Oh, no." However, I then told myself that LEGO is not Facebook, and I felt a little better.

Gravatar
By in Ireland,

Two quotes from the interview on Brothers Brick, questions that Brickset didn't ask:
"...you would not see BrickArms and guns and things that are potentially particularly connected to things like warfare and violence, which is something that we decided as the LEGO Group we would never support. Those kinds of things we would not want to see on the platform."
"...we would only sell LEGO — we would only support LEGO-branded sellers."

That sounds to me like all BrickArms accessories, Big Ben wheels, sBricks, PFx bricks, Brickstuff lights etc. will have to be removed...

Gravatar
By in United Kingdom,

So let's think about this. The money Bricklink is generating would not be enough for a footnote in Lego's financial statements, so no real reason to change the monetization or maximize profits for this venture, too much hassle.

What is Bricklink? A well-functioning independent ecosystem for Lego pieces, sets and MOC's, as well as a treasure trove of ideas. That's the real value there for Lego, and I think they are smart enough to realize this, so they won't mess with how the system work. It would be counter-intuitive if they want to keep harvesting the valuable information the site generates about demand and consumer habits. This was clearly an investment into information, and interference would ruin it.

What I expect as a direct result is (besides a few quality of life improvements) is better availability of pieces that are high in demand and in short supply, and an ongoing opportunity for designers to sell MOC's with official support. Indirectly, the data will influence their product strategy for future sets.

Given all this, I don't see any harm coming for the average user. Some shop owners dealing with parts short in supply may have bit more difficult times though.

Gravatar
By in United States,

I'm cautiously optimistic about this. I think this could be good and allow for some really good things, but Lego screws up a lot.

Gravatar
By in United States,

Well, Bricklink just became useless. LEGO Group + Resellers = Banhammer.

Time to start up a LEGO parts website....

Gravatar
By in United States,

@Duq all of those can still be bought through their respective manufacturers though, right? Losing Brickarms isn't my biggest issue with this merge

Gravatar
By in United Kingdom,

Hmm, a bit worried about this. Usually Lego website/software is awful so I can't see them improving much from that angle. Having said that I really hate the new wanted list and still use the classic wanted list only.

What Lego could do is let Bricklink into their storeroom to photograph retired sets to replace old low quality/res images.

Gravatar
By in United States,

If I were a Bricklink seller, I'd be a little concerned about this. I don't think buyers will see much difference. This certainly isn't the end of the world and Bricklink isn't the only option on the secondary marketplace.
If Google bought Uber, would people be screaming that this is the end of the ride share industry?

Gravatar
By in Portugal,

I was definitely not expecting this.

Gravatar
By in United States,

NOOOOOOOOOOOOOOOOOOOOOOOOOOOOO- Luke Skywalker

Gravatar
By in United Kingdom,

Excited! And Terrified!

Gravatar
By in United States,

Why was my initial reaction "dread"? This feels huge. I mean, I love LEGO...but the notion of a generic 'big corporation' acquiring a seemingly independent one just felt ominous.

Solid interview though...helped me back off of the ledge. I'm currently just cautiously observing with a side of healthy optimism (but I still have a bag of panicked pessimism hidden in my backpack just in case.)

Gravatar
By in Germany,

Adults are yelling for Castles, Pirates, Space, Western, Trains, Bionicle, technic construstion vehicles, ect,
but Lego needs to acquire Bricklink to understand what the adults wants.
CORE THEMES THAT ALSO APPLEALS FOR CHILDREN !
That is all, Lego, that is the only thing you have to do.
Listen to the consumers.

Gravatar
By in United States,

It would be awesome if we'd get free shipping from BrickLink when the order is over $35! :)

Gravatar
By in United States,

Did not see this coming...

This will be interesting.

I wonder what will happen to stuff like Brickarms, which BL had a big ad for them on the homepage when they were added.

Gravatar
By in United States,

Someone brought this up earlier in the thread but I, too, am concerned for the sellers that sell custom products. I have bought several custom figures from The Lord of the Rings which use non Lego custom parts. It wouldn't be a far stretch for TLG to call for only Lego products to be sold. That could come very early as a way to "protect the brand"

Gravatar
By in United States,

Is Brickset next?

Gravatar
By in United States,

This smells awful.

They could have strengthened ties with the AFOL community by, you know, just releasing some gd space, castle, train, and pirate sets already.

Gravatar
By in United Kingdom,

We lost a friend and comrade today.

Gravatar
By in Colombia,

Wow, just wow. I guess they will massively expand and improve their services in other countries

Gravatar
By in United Kingdom,

@TomKazutara
In my experience all this yelling (mostly by a vocal minority) does not mean that there is enough purchasing power behind the classic themes to sustain a whole ongoing theme. They are cool and nostalgic, but don't sell. Not for most adults in specific either, who in general tend to like large compact builds - that's why The Pirate Bay and other one-off sets can work, but a theme would not.

Gravatar
By in Spain,

Bad news

Gravatar
By in Netherlands,

Lego just unveiled the true meaning of Taco Tuesday...

Gravatar
By in Romania,

I am not sure how I feel about this...

Gravatar
By in United States,

One positive potential: many designs on Lego Ideas never get produced, even if they get 10K votes. Those designs get locked up in some kind of terms on Ideas so their instructions aren’t able to be immediately sold through something like Rebrickable. Maybe this connection to BrickLink will allow us to click buy on any 10K design on Ideas that doesn’t get mass produced and the pieces are fufilled by BrickLink. Maybe some kind of combo of the AFOL set pilot program from earlier in the year. I don’t need a fancy box design or store shelf space, just the pieces in a big bag, with one click.

Gravatar
By in United States,

As a long time, over 13 years, and large, over 1 million parts in stock, seller, my initial reaction is What? Besides data mining what worth does Lego get from owning BL?

Now my biggest thought, can I buy Lego from S@H now? I was banned from being able to buy from S@H because I was a Bricklinker, never sold sets have always sold parts but was kicked off. I am a huge AFOL and used Bricklink as a way to afford to buy all of the sets for myself to build, display and collect. When I was "Banned" I lost my VIP account with several hundred dollars worth of points in it.

I will approach this the same way as when the infamous "Hack" of Bricklink and the sell of Bricklink to Jay Kim, step back and keep eyes wide open and hope that Lego does not not interfere too much on the bad and hopefully make an improvement or two to the site.

Now, do I get the employee discount at the Lego store???!!!

Gravatar
By in Germany,

@inversion sure, it looks like a lot more people was yelling for Lego Trolls

Gravatar
By in United States,

Well this is a surprise. However, after reading the article I am less worried than I was when I read the title. It's good that TLG is deciding to keep Bricklink pretty much the same. It works better for everyone that way.

Gravatar
By in Germany,

I'm sure this is going to go perfectly fine and bring no negative outcomes for the customer whatsoever.

(If you believe that, or the corporate talk in the interview, give me a call, I've got a bridge to sell you.)

Gravatar
By in United Kingdom,

@TomKazutara
The Trolls theme (which I think is awful btw) is aimed at kids due to the new movie, so I don't see how it is relevant whether adults want it.

Gravatar
By in United States,

Hopefully this means BrickLink's already in depth catalog of parts can be more quickly and accurately updated

Gravatar
By in United States,

As primarily a very part time seller of older sets and used figs on bricklink, I don't anticipate much impact personally.

I'm sure this purchase is almost completely about data and advertising for Lego and they don't have any interest in trying to take over the secondary market.

I saw some people worried about Lego trying to undercut the market on parts. If anyone is worried about Lego trying to produce and sell discontinued parts or figs because they're valuable on bricklink, that's just silly. As soon as they started mass producing, the price would plummet to nothing.

Gravatar
By in United States,

I'm no economist, and far be it for me to question LEGO's stated motives, but this could be an attempt by LEGO to study and understand the secondary market of their product. The LEGO market is pretty unique in that the durability of their product on the secondary market takes multiple forms (individual pieces, both in and out of current production as well as entire sets). Imposing transaction fees would normally shut down a secondary market. Leaving transactions frictionless would allow for an open/active secondary market, which under normal circumstances, could mean lower profits for producers.

This scenario, however, assumes a consistent demand for the product across the board. LEGO's secondary market demand and its affect on the primary market seems potentially very complex to me. We are potentially talking about demand on the individual element level. That would likely mean that, the rarer the part/color combination, the greater the demand. Certain parts with certain prints might also garner higher demand. Different fans are into different themes and would theoretically be hunting for different elements for specific projects, also creating variances in demand. It seems like the secondary market is made of many, many micro-markets.

For instance, my demand for out-of-production parts with the Classic Space logo could only be met by the primary market if LEGO were to release those same parts in those same colors with the same logo. Even so, they would likely release them in a set, not in bulk. So, if LEGO releases a set with 2 of the parts I want, it's not likely to diminish my demand to the secondary market. I might be more likely to buy more of that set that LEGO released on the primary market, but only up to a point and that depends on the MSRP of the set and the number of desired printed parts it contains. Something like 70841 "Benny's Space Squad" I might buy by the dozen, but 70816 "Benny's Spaceship, Spaceship, SPACESHIP!" I might only buy one or two. In either case, I'd still be dependent upon the secondary market to get those printed CS parts in the volume I'm looking for. The only way LEGO can compete directly with the secondary market (i.e. those willing to buy in bulk, separate set inventory, and sell individual parts) is if they offered those same parts in bulk on the primary market. While they might be able to create a primary market for high demand parts, selling individual parts in bulk with an inventory as diverse as the secondary market provides doesn't seem like something LEGO's production model would allow for. This makes me think that the demand for primary market LEGO doesn't really change based on the secondary market. As long as LEGO is producing interesting sets with creative design and the occasional new element in a particular color, the profitability of the primary market likely wouldn't be impacted by an active secondary market, so I'm not sure what their motive would be to shut it down. And if LEGO wanted to sell pieces in bulk, presumably they could do so in volumes that individual secondary market sellers could not. It's the variety of parts - across all the years of LEGO's production timeline - on the secondary market that make it attractive to adult fans/MOCers/collectors.

All of this to say, I understand the concerns (change is bad), but this might not be the end of the world everyone seems to be making it out to be. I suppose time will tell.

Gravatar
By in Russian Federation,

This feels like the in-universe backstory of The LEGO Movie coming to life.

I mean, obviously they are not going to ban creativity and send evil robots to hunt down those who build whatever they want. And who knows, maybe this will turn out to be good news for everyone in the long run. But you can't help but get "big evil corporation" vibes from a piece of news like this.

Gravatar
By in United States,

I have a very small store on Bricklink, so honestly I don't think this will affect me as a seller very much.

Two things that LEGO will be able to do from day one of this acquisition:
(1) use Bricklink data to adjust its own pricing, as they can see "just how much" AFOLs will pay for specific pieces and sets (or just how little people will pay, but LEGO prices will not go down), and
(2) use Bricklink data to gauge what retired sets to bring back, either straight out of retirement or developing new sets similar to the retired sets, to tamp down the price-gouging (i.e. shift some of the earnings on price-gouging over to LEGO and away from BL sellers!) on old, highly-sought-after sets.

I'm not suggesting I know or even believe they will do these things. Just that they can. LEGO and Bricklink are businesses after all, and the benefit to this acquisition will be first and foremost to LEGO. Which is okay, and as it "should" be or should be expected to be - so long as LEGO don't screw this up too much.

I agree with others that the possibility for sellers to move to a different market will help keep things fairly similar to what they are now.

The only thing I would be worried about, if I were a big seller, would be integration of Pick-a-Brick with Bricklink. As a buyer I think I would like that, so long as prices overall didn't change much. But as a big seller, I would be worried about competition from the manufacturer. So I hope that if there ever is PAB / Bricklink integration, that it's done with a LOT of notice to existing sellers, and done both gradually over time and with fairness to sellers in mind.

I think this could be a cool thing all in all. Might go bad, but at this point I can't muster the energy to worry about that. Fingers crossed it will just increase our access to LEGO (with little to no price increase) and expand product offerings aimed at AFOLs.

Gravatar
By in United States,

" I think that our vision is that we would want to stay, from BrickLink, with the vision that Dan the original founder had, which is, this is really about LEGO and this is about LEGO elements. From that perspective, you would not see BrickArms and guns and things that are potentially particularly connected to things like warfare and violence, which is something that we decided as the LEGO Group we would never support."- The Brothers Brick interview

Stranger Things??? Overwatch??? ANY Castle Theme?? Star WARS??? Avengers??? Lego certainly doesn't have values!

Gravatar
By in Canada,

Hijacking a scene from Hot Fuzz with Simon Pegg and Billie Whitelaw kinda sums up what I'm thinking at the moment.

Julia G: It's all about the greater good.
TLG: THE GREATER GOOD.
AFOLS: How can this be for the greater good.
TLG: THE GREATER GOOD.

Gravatar
By in United States,

well, in my mind, this could be amazing. Lego discontinued LDD a little while ago now, and the latest update has some parts like mini doll legs without the hip joint, implying to me that they wanted to do more with it. but Stud.io is totally solid, my only gripe is I'm far more used to LDD's GUI. but, Lego has all the perfect 3D models for parts! if they opted to throw those in, or at least the ones from LDD, and just casually dropped new part models into Stud.io, then BOOM! Stud.io becomes that much more amazing. as long as they don't remove any functionality, then this could be really good! get some funding thrown at development, and so much good could happen there! also, you look at wanted lists, and parts people want in strange colors that don't currently exist, Lego can see the demand for such, and start producing in those colors, or make parts less rare and impossible to get. I'd say a large reason why knockoff Lego is so common is because some amazingly useful parts become super rare, and Lego often doesn't make some of the specific stuff we wish they did. I've seen a lot of fake Goku minifigs online, for example. but if they can see statistics on how much old parts and sets sell, like say, Bionicle, classic Castle, those flexible bars (need a ton, can't possibly afford) then they can better meet those demands. yeah, some sellers' stock value will decrease, but stock and demand are constantly in flux anyway. so I'm optimistic. maybe Lego won't go all-out like this, BUT IF THEY ADD PARTS TO STUD.IO I'LL BE SO HAPPY

Gravatar
By in United Kingdom,

When it comes to press releases, I always smell element no 6275030, but consider this: have Bricklink just sold the transaction histories of buyers and sellers without consultation? Without recompense? Without GDPR compliance?

(And before anyone pipes up with "but Bricklink is based in the United States", that excuse doesn't work for we Europeans)

Gravatar
By in Italy,



Power is nothing without control.

And the Korean dude is sitting on big money: great time to sell.

Gravatar
By in United States,

If it accelerates the addition of minifigs and sets (and storage items) to the database, then I am all for it.

Example: A set that was released in August still hasn't got its minifigs linked to it in the BrickLink database, hence BrickSet hasn't got them linked either. (It's 76122, btw.)

I realize that, in this day and age, it's far easier to leap to the conclusion that every change leads to worse results, but I recommend keeping an open mind. It's LEGO, not Amazon or Walmart.

Gravatar
By in United States,

Are they gonna buy Brickset next?

Gravatar
By in Ukraine,

I didn't expect that... Let's hope that Bricklink will be Bricklink that we know.

Gravatar
By in United States,

I've never experienced a good outcome when a small company is bought out by a behemoth. Pretty worried about this, only time will tell if a positive or negative. Independence made BrickLink unique.

Gravatar
By in United States,

I use Bricklink to acquire bricks for my MOCs because I don’t want to wait 10-14 business days to get my bricks... and that is currently 50/50 right now for me. LEGO just sent out my third order replacement after the first one didn’t show up after a month, and the second after three more weeks. They don’t provide tracking information so it’s just a total crapshoot.

To me, that is just an insane business practice on their part. Do they make it right? Sure. Am I still waiting on bricks for a Halloween MOC? Yup...

Gravatar
By in United States,

I'm going to start my own second hand Lego website and I'm going to call it brickBay.

:-0

Gravatar
By in United States,

@xboxtravis7992 You have the best comment on this
The Lego group wants this site for the market research and the AFOL Designer Program sets. Studio seems to be an upgrade over LDD. This sounds great for fans.
TLG could go in many directions and it could be very positive.

I have ordered from Bricklink 271 times and every transaction has been great, but I hate the clumsiness of the website. Parts and Pieces is just as bad with how you search for parts by set and how your cart times out. I would have bought more parts from P&P if I had known they were available.
I hope the money and demand for parts could justify the merging and redesigning of BL and Parts and Pieces so that they work in an intuitive fashion.

The availability of parts could be greatly increased, maybe they could bring out old molds and/or do recolors of parts. There is data on users wanting parts in certain colors. The top colors could be profitable, which means justifiable. For example, a Brick 1 x 3 in dark green would be great. It is on 1688 wanted lists and there are 15 lots. 3 of these bricks were made and put in 1 set (10133) in 2004. It seems like it would be easy to make a run of that color and sell it. Sellers can complain that their margins are being undercut, but is anyone really buying these parts at $2.89 to $17.13 a piece? 26 desperate people have bought 113 of these bricks in the last 6 months.

Eliminating the Bricklink sellers that have 3rd party parts would destroy Bricklink as a community and Sellers would be forced to go to Brickowl or other sites. Lego would be foolish to do this, because it would disincentivize any new sellers joining the platform. They need to come up with a better solution than alienating or actually kicking off a huge portion of the community.
I love 3rd party parts and printed tiles and custom minifigs. I hope stores like these don’t get screwed.
https://store.bricklink.com/Friend.bricks/splash
https://store.bricklink.com/Dan76/shop

Gravatar
By in United Kingdom,

Glad to see the comments slowly getting more positive. We must remember part of our love of Lego comes because they seem like one of the good guys, this is not ebay/google/apple etc buying the terrific bricklink but Lego, the company that made the best toys when we were children and still does for our own kids, whilst still learning and striving to please us now as afol's.

Gravatar
By in United Kingdom,

I hope LEGO's quest for data from AFOLs (it's all yours, LEGO!) means an end to the purging of Bricklink orders after a few months.

Being able to look through all my old Bricklink orders would mean knowing what parts I have (some still packaged...) rather than trying to find them in my not-evolving-fast-enough 'organisational system'...

Think positive for now, fellow kids!

Gravatar
By in United States,

A way to automatically deduct parts received from a BrickLink order when they are listed on Wanted lists would be cool, once the order is set to Complete

Gravatar
By in Belgium,

R.I.P. Bricklinck

Gravatar
By in Sweden,

I don't think it necessarily spells doom and gloom, but it's certainly not something I expected to happen either. It definitely feels weird, and I don't quite understand why LEGO would want to own it (looking past the typical fluff comments that don't mean anything). If it's just our "precious" data they want, well in this case maybe that's not so bad if it means giving AFOLs what they want.

It could be great, it could be terrible. It doesn't feel any worse having it be owned by LEGO than by some company and owner I've never even heard of, let alone know anything about. At least you can count on LEGO to care about the product.

Worst case scenario is that the site is shut down by LEGO or abandoned by the community, but that just means some other site would pop up and take its place.

Gravatar
By in Poland,

well... rarewell free market.
When I think of all those "good changes" lego introduced to "support" AFOLs, I have a very bad feeling about this :(

Gravatar
By in United States,

My gut reaction is that, like most corporate mergers, it will be bad for the consumer. Like many of you, I think this is really a purchase of customer/data lists in the same way that a bankrupt business will often sell for a non-trivial sum because another profitable enterprise wants all the customer and account information.

In my ideal world, this transaction has the potential to reduce some of the weird market cornering that appears to be attempted now and then. I have noticed in the past few years that sticker sheets availability has consolidated while prices have gone through the roof. (Although, presumably some of this is because the stickers are consumed). And just the other day I was looking for some chain link pieces for an idea I was tinkering with and found Technic, Link Chain
Item No: 3711. It's unavailable on Bricks & Pieces. *ONE* US-based seller on Bricklink has 439,774 of this piece selling at $0.05. Next closest volume seller in the US? 11,450 and they want $0.23 per piece. This seems like a dysfunctional market and things like this example have been appearing more frequently with odd decorated tiles, certainly with some minifigures and other bits I assume were never produced in large volume.

But they'll probably just take all the data, increase prices based on analysis once they match up all our addresses with LEGO S@H data, drive off the sellers with onerous requirements, let the site languish and then close it down. Over/under on years until it's a zombie entity... 3 years. Inertia is one of the most powerful forces in the universe!

Gravatar
By in United States,

Interesting comments, clearly there is a good amount of nervousness with the change. Whilst i am also concerned that this will result in higher prices or fundamental changes in being able to source much cheaper bricks than buying from Lego direct, there is one key point raised by a few. If Lego make too many changes we always have BrickOwl to fall back on, and given most of the larger sellers on Bricklink also maintain a BrickOwl account, I think the longer term impact will be minimal. Let's be optimistic and see if Lego actually do make changes for the better!

Gravatar
By in Germany,

So now, like on the Apple page, critical comments on products will be censored or removed. Also all the data about what Sets I own will be shared with LEGO to send me targeted ads. This will be the end of Bricklink as we know it. Capitalism destroys everything including the planet.

Gravatar
By in United States,

LEGO please please don't touch the market. If anything just add a LEGO sponsored bulk buying store or something with pieces that is not offered in B&P. Just leave the market as is and I will be mostly fine with this. I would be 100% fine with this if LEGO didn't put there aMaZiNg team who "improved" the LEGO site and the VIP program. Cause if they do, BL will fail just as hard or harder than the new VIP program. Yes I'm still salty with how LEGO "improved" the VIP program, mainly their execution.... But anyhow, a nervous change forsure, but hopefully something great for BL in the future.

Gravatar
By in United States,

Lots of armchair economists in here.

How would shutting down or bullying sellers benefit Lego in any way? Bricklink has been around for many years, and I don't know of any examples of Lego trying to damage it.

Gravatar
By in Qatar,

Great news!
I might give bricklink a chance then!

Gravatar
By in United Kingdom,

My concern when something small is acquired by a huge company is that there are almost no financial consequences if they get bored, or shut it down for strategic reasons.
I'm reminded of Picasa, a neat little program that indexed every image on a computer and provided simple photo editing
Google bought it, but it didn't fit with Google Photos. None of the cool Picasa features ever got taken up by Google and Picasa stopped being developed.

Gravatar
By in United States,

Only time will tell if this is good or bad.

I'm hoping they bring this website into this century and end the crazy multiple seller / shopping carts issues, the purging of orders (anything older than 6 months), and all the annoying UN-user friendly things about brick link.

Down the road I can easily see PAB being expanded into this website, and Lego competing with sellers. Perhaps thereby giving all of us the availability and options to buy every brick currently available and have it shipped & arrived in a few days (USA), not the current 3 week slow boat shipping from Europe, and pathetic 1000 different brick type/colors available on PAB.

Gravatar
By in Italy,

@Teriyaqi

Well, one thing is being independent as Bricklink has been up until now, and another is being enclosed in a much bigger company that can and will control it as it likes. The paradox is enormous: Bricklink has filled Lego's marketing gaps (e.g. the horrendously expensive Pick-a-Brick section) giving people a chance to expand their choices. Mocs, old sets for sale, the designer program, an incredibly thorough database: all these initiatives may run a serious risk of being reduced, subsidised, and more simply controlled by the "mother club", thus taking away the freshness Bricklink enjoyed - and let us enjoy - over the years as THE alternative Lego place. No wonder TLG has promptly acquired Bricklink ownership as soon as the opportunity arose. Big fish eating small fish? BL isn't that small, they must have thought over at Lego. Or at least it isn't that insignificant. We'll see what happens. I remain reasonably skeptical, though. Hoping I'm wrong.

Gravatar
By in United States,

This is such a major acquisition and the second in a month span concerning something I enjoy. I do think this acquisition is concerning though. Many have told me that Lego has no interest in the secondary market, but this would seem to prove otherwise.

(The other major acquisition was Roger Penske purchasing Indianapolis Motor Speedway and the IndyCar Series.)

Gravatar
By in United States,

Lots of doom and gloom. I have a Bricklink store and am not worried. Maybe a little since change always brings fear of changes. Not much different than when it was sold before.

My feeling is data mining and outreach to community are the values LEGO is looking at with acquisition.

Worst case is I move over to Brickowl. I don't do it as a business so I don't have 10's of thousands of elements so that option may be tougher for big Bricklink stores. Unless there is an easy export and import method available.

Gravatar
By in Germany,

So the party is over. Mom and dad are back home. :(

Gravatar
By in United States,

The AFOL Design Program was so awesome that I hope they expand on it and make it a regular feature. I doubt they are going to mess with the marketplace.

Gravatar
By in Germany,

When I read the news my jaw dropped.
Then all kinds of worst case scenarios went through my head.
After reading the interview I am partly relieved partly wondering. Wondering what TLG's real motive was behind this move. The words in the interview sound like pure marketing speak. I will reserve final judgment for when some time has passed and Bricklink still functions like it used to.

Gravatar
By in Slovenia,

That is no good. I would rather see Lego could re-release old sets as new for reasonable prices.

Gravatar
By in France,

As a regular Bricklink user as a buyer, I just wish this won't change in any negative form the fact that I can find on BL any part I need, at reasonable prices, from reliable, serious and fast sellers, once I got used to Bricklink interface and tools. After a few years now, I think it works well, could be improved somehow of course but it is ok for the use I have. I have also taken the time to read its founder history, and hope this move won't betray the original philosophy of it.

Gravatar
By in Australia,

Holy acquisition Batman!

I think this should be quite interesting. I wonder what’s going to happen. Nothing bad I hope, as what usually happens.

Gravatar
By in United States,

Their next AFOL designer set should be a big White Whale. :P

Gravatar
By in United Kingdom,

I remember when Amazon bought Abebooks. Similar situation- massive corporate buys indie site serving overlapping customer base. Similar wailing and gnashing of teeth. In the end nobody really noticed.

Gravatar
By in France,

hello i don't not how to feel about this news, long time bricklink user, seller, buyer

not sure it's a good new, bricklink is a spirit, a different way to love lego brick where you feel free to order what you want where you want when you want
i just hope that the price will not follow the price line up of the Lego price sets

who's next brickset ?

Gravatar
By in United Kingdom,

Does that mean Bricklink purchases will now give VIP points? ;-)

Also why does it say that I'm in the US when I'm a Brit sat at home in good old Britannia?! :-(

Gravatar
By in Hungary,

This is a dark day for every AFOL. TLG is a multinational corporation, cares only with the profit not the people especially not the AFOL community. Everyone knows that last few year was not so great for them. So they have to eliminate everyone and everything which they think has a negative effect on their margin. So don't be naiv, they didn't buy the bricklink for us, they have an own agenda with the bricklink and we will not be happy with the outcome...

Gravatar
By in Australia,

Im seriously concerned about this. On the technical end, any online system that Lego touches inevitably gets worse over time. But more concerning is the economic side of things, TLG now basically has COMPLETE control over our hobby. And no matter how they present themselves, at the end of the day they're not our friend, they're a massive corporation whose primary concern is its bottom line.

Gravatar
By in United States,

My first thought was a Darth Vader noooo!! But I am optimistic that this could lead to LEGO making more products that interest me.

Gravatar
By in Netherlands,

Ohhhh dear.... not a fan.

Bricklink works just fine for me in its current form. It's not broken, so I don't see a reason for LEGO to come in and 'fix things'. Which means there will inevitably be changes. And I'm REALLY not a fan of that when things are working just fine at the moment.

Only way I'd feel comfortable with this is if LEGO handed control to a group of AFOL's who have AFOL interests in mind instead of corporate interests. LEGO being directly involved is making me uncomfortable.

Gravatar
By in South Africa,

Its all about money! A way to "take over" the market stores to force AFOL's to purchase directly from LEGO Group under the pretence of getting closer to the community. They are looking for new ways to extract value for thier shareholders.

Gravatar
By in Panama,

As someone that lives in a country that is not "Lego Directly supported", Panama, I'm super scared that they start limiting or eliminate my ability to buy through Bricklink because of my location. Latin America doesn't have a Pick a Brick online and the prices that usually go out for sets at retail stores are incredibly high. Bricklink is a way to get sets at a more reasonable price, or get those parts you need. Hopefully if they change anything is for the better, and they allow the sellers to sell to whatever region they want, without any "country/area limitation".

Gravatar
By in Netherlands,

Well, better LEGO than some hedge fund. I guess this thread will be high up in the top ten of "most comments". My first thoughts were already expressed in the first few comments. Not much more to add really…

I trust LEGO will keep it kind of independent. Otherwise we could always turn to BrickOwl or something (did anyone ever use that??).

Gravatar
By in Netherlands,

By the way, LEGO now really knows the way of their online shopping customers, combined with the data from BrickLink. And BrickLink probably has ALL the data still.

I hope they use BrickLink to get rid of their -parts in colours not appearing in any set and test pieces- on the website.

Gravatar
By in United States,

@larsnelson ; my comment although half joking was meant to say what you pretty much summed up more directly. The most value Bricklink has to Lego has to be as a data collection service... determine the popularity of out of production sets and themes by viewing how well they still perform on the after market.

Here on Brickset it does show set popularity with its user base, but not purchase date. It means nothing to Lego, since it can't be proven when an old set was purchased... did someone track down a Classic Space set this year and buy it on the after market? Or is it listed on Brickset because they got it as a kid? That's impossible to tell on a site like this, but on a site like Bricklink that data would be easy to come by. Say they find Fort Legorado is still selling several sets a day at high prices... it could be the justification to reintroduce a Western theme... Maybe the Bionicle G2 sets that languished on store shelves are finding increased after market sales as the kids who grew up with the original Bionicle go back and purchase the sets they missed out on now they are adults... might be the justification Lego needs to relaunch a third iteration of Bionicle. Maybe all those instructions for AFOL designed A-Wing UCS style builds sell very well... might be the data needs to for Lego to put their own official UCS A-Wing on shelves.

I doubt Bricklink will change for the customer and seller, but bet that all your purchasing data will be siphoned to Denmark to influence future decisions at Lego's HQ. Its the era of Big Data we live in, and this seems like the true purpose of this merger.

Gravatar
By in United States,

Well, since the comment I first tried to post seems to have gone into the ether...

I'm not going to panic. Yet. At first I thought this was a rather belated April's Fool post, actually. But since it seems real, they might not screw it up. I'll worry when they do.

What will happen: there will be data mining. Duh.

What I hope will NOT happen: renaming all the colors at Bricklink.

What I hope will happen: linking directions to the sets at Bricklink.

What I fear will happen: the same drunken twit who designed the Pick-a-brick website will redesign Bricklink. But I refuse to panic. But I will also say I"m being diplomatic and polite when I saw PaB is nearly unusable.

Whatever happens to Bricklink will be symptomatic of TLG's other, existentialist issues. They need to decide if they are competing with FUNKO-POP or Playmobile. I think if they keep the main line focused on being a kids toy, while using Bricklink and it's community (preferable as a semi-independent group) for AFOLs might be the best way.

Either way, it's now out of our control.

Gravatar
By in Germany,

The next thing you are going to read in a press release for an adult-oriented set with a hefty PPP ratio is that it contains a number of rare and desirable pieces. :-D

Gravatar
By in United Kingdom,

Misread the banner, thought it said Lego had bought Brickset.

Reaction: That's weird, why/how can they do that?

Read again and saw it was Bricklink.

Reaction: Tremendous sadness, especially for the small band of trusted Bricklink sellers who have served me so well over the last 5 years or so.

I hope it works out for them, the sellers that is.

Gravatar
By in Australia,

not sure what to make of this

Gravatar
By in Spain,

On principle, really do not like.

Gravatar
By in Australia,

The company has to maintain and respect the independence of the way Bricklink operates and is maintained. After all, it's a marketplace for purchasing new and used sets by said company, but more crucially, allowing people to buy inventory parts. This is something the company could and would never envisage providing in this dimension. Bricklink is essentially a direct market shop.

If they want to genuinely help, give Bricklink users the possibility to ascertain more hard-to-find parts. Listen actively to what older users want, desire, and hope to achieve going forward into the future with utilising Lego. If they want to create worthwhile incentives, make sets that have a serious desirability for older users. But this is exactly what they can't do completely before there needs to be a lead time and a team just to make one set that has universal appeal. MOC builders can just make one model and have others interpret it, build and source parts themselves. It's far more efficient.

Gravatar
By in Netherlands,

This is "Big Brother" being police to the website that has grown all so successful of their own products.

Don't want to be redundant with my opinion but Yes, they wanted Bricklink to study data for their own marketing advantage. That's business. I just hope it does not translate to us paying more at the end of the day.

They also acquired BL to acquire SohoBricks. In my opinion, any company that makes small building elements for Lego will find their demise at some point, because Big Mama wants a piece of that action! TLG can study and copy what their doing once they acquire them, and also make sure they don't infringe on their copyrights. Buying someone out can be an assurance that they have control of the market. That is also business, unfortunately.

Bricklink has worked well for me for years because you have the freedom to choose who you want to do business with. However I do see flaws that only TLG can fix.
For example, I saw a licensed Lego Store in Gorichem, Netherlands open up their own Bricklink shop and take some of their inventory and sell it for stupid higher prices on Bricklink. This is a fact: They had 40299 Kessel Mine Worker SW polybag "sold out" on their Store website (priced at 7,99 euros), but they had 60 of them on their Bricklink website for triple the price. It is known that this polybag was hard to get, and they took advantage of the situation to make more profit. This is NOT right! (Funny, they just shut down their site as soon as the news hit). Time to get these guys straightened out!

I'm still on the fence about this. It could be good and bad. Wait and see...

Gravatar
By in United States,

@Duq Hopefully brickarms will work with Brickowl and sell their products there, i think its better for customers and probably brickarms stores too to buy directly from there websites anyway in my opinion.

Gravatar
By in United States,

From the people who have never been able to get their website to work properly.

Guess that's it for THIS hobby for me.

Gravatar
By in United States,

Bad move

Gravatar
By in United States,

I prefer Brickowl over Bricklink, much better website overall!

I hope LEGO makes Bricklink better though!

Gravatar
By in United Kingdom,

@Saxifraga, I’m pretty anxious about this acquisition but to claim that capitalism destroys everything is simply incorrect. LEGO, for example, is a business operating in a capitalist system. It’s difficult to imagine it being the organisation it is in any other economic paradigm.

Gravatar
By in United States,

I keep seeing people harping on TLG for the acquisition and meddling in the community that might not be welcomed. But yet there's no backlash to the owners? It comes down to Community vs $$$, and im hoping that the folks at Bricklink didn't sign over their business without keeping the community's best interest (in that how its been operating) in mind.

TBH, I would love to have seen Brickset's amazing database and user inventory become acquired by TLG. To be honest why Lego hasn't create that themselves is beyond me.

Gravatar
By in Australia,

Interesting news. Of course this means changes are coming, but as to whether they will ultimately be improvements for the majority of users, only time will tell!

Gravatar
By in United States,

Some feels bad about this, but cannot place it. Never mind the hope that LEGO does not 'improve' Bricklink like they 'improved' their VIP point system

Gravatar
By in Canada,

Maybe the support will be better. Currently it's inexistant: I contacted bricklink support 3 times in the last 2 years, and never got a reply for any of my inquiries.

Gravatar
By in Canada,

Bricklink Exclusives here we come.........

Gravatar
By in United States,

All I can say is that I hope they don't screw up Bricklink's website. LEGO.com has been basically unusable this past year or so and the new VIP program is a mess. TLG desperately needs an entirely new web design team.

Gravatar
By in United Kingdom,

Just think, if you linked Bricklink to Paypal Marketplaces, LEGO will soon have the ability to control your Paypal account.

Gravatar
By in United States,

Woah. Quick, everybody start buying and selling Classic Space so they can see the data!
I tend to agree with those who are negative. If Lego bought this, that means it's in their own interest which means it's not in Bricklink's interest. It's my hope this will be neutral or only slightly bad. With luck, we'll get some good along with the bad.

Gravatar
By in United States,

According to Julia: "Our love and appreciation for adult fans of LEGO. They have always been very important to us..." She must be new to the company and not remember the times TLG has gone to war with AFOL's and resellers. I see Brick Owl becoming an equal brother to its older sister.

Gravatar
By in United States,

@cucumber, you've climbed into my brain! Lets see, if I am a reseller, TLG will now have my address, my paypal account information, and be able to use this information to affect my VIP status... and my unique interaction with this hobby.

Gravatar
By in United States,

I think there is potential for good things to come from this. Let’s call it nervous optimism. However I’m starting to notice a trend in TLG’s philosophy that mirrors what happened in the early 2000’s. Just look at the latest city’s sets can you say “jack stone”. Also huge investments in AR and app based play that will eventuality become outdated/unsupported. I’m not a marketing wiz or anything but it just seems Lego has been in a similar situation before, over extended and overly confident in their ability to do no wrong. Lego stick to why we love you keep making those beautiful bricks and stop trying to “re build the world”

Gravatar
By in United States,

Like many here, I am concerned about the direction the site could take operating under the umbrella of Lego, the corporation.

Many things could occur, from nothing (very unlikely) to the complete destruction of the marketplace as we know it, which is useful and necessary.

I have been wrong before about Lego things, cuusso migrated to Ideas fairly well and many good sets earned production batches.

What is clear is that Lego Corp now has a big database of AFOLs that buy, sell, modify and make great MOCs that others want to buy. It's 'free' marketing too.

All we can do is wait and see.

Gravatar
By in Sweden,

Wow. Just wow. I use bricklink constantly. To identify pieces. To see what other sets a piece is in. To buy missing pieces (to complete sets that I then sell locally). Gotta fund my lego purchases somehow. To figure out the rarity and desirability of pieces.

Gravatar
By in United States,

Let's not forget that LEGO stopped their support to the LEGO Digital Designer program.

Gravatar
By in United States,

I forthwith & heretofore claim all current & future financial gains by creating the hashtag "brickstink" before all others.

Gravatar
By in United States,

The comments here remind me of The Gear Page when Etsy bought Reverb.com and all the guitarists started screaming.

Gravatar
By in United States,

looks for me somebody sold his soul for money, another proof of money rules nothing else.

Gravatar
By in United States,

Maybe this is actually the backup plan for their sustainability initiative: if the can't figure out how to make bricks greener without impacting quality, they can start recycling bricks instead.

Gravatar
By in United States,

"People fear change unnecessarily!" "This is bound to be a great thing!"

Except that there is plenty of evidence of large corps buying up small, independent sites and ruining them or shuttering them completely and scarce if any evidence of such acquisitions ending up being a wonderful thing or even remaining status quo for the customers.

Gravatar
By in United Kingdom,

Astonishing news! The gamekeeper buys the poacher. Will TLG buy ebay next??

Gravatar
By in France,

Wow I didn't saw that one coming !

Gravatar
By in Canada,

So... How long until they buy Brickset? It's the best site for collections and wishlists, and then there's the news aspect. That could also be useful to them!

Gravatar
By in Netherlands,

It might be a good to be able to select the preferred colour naming convention (Lego or BrickLink) on the BrickLink website.

And Lego, if you are going to stop things like Brickarms (although I never bought it), or plan on banning resellers: please think twice! This will definitely undermine BrickLink (and is hypocrite, in the case of weapons).

And please ensure that any creation on stud.io will remain the creator's idea, only to keep to themselves, unless explicitly shared.

BTW, The Brothers Brick also had some good questions.

Gravatar
By in Germany,

Great, more exposure to a big corporation's mercy. I don't like it.

Gravatar
By in United States,

Disney < Star Wars
Lego < Bricklink

Gravatar
By in Lithuania,

I've read all the comments and no one pointed out the fact that TLG hates it's customers. The marketing just plain sucks. Just look at the prices at different shop.lego.com locations. Simple 89Euro set costs 110euros just two borders away. Modulars cost 40! euros more. There's no cost justification for that, shipping does not add that much even if they shipped from one central location in Europe. They simply f**c the customers just because they can. Bricklink let us to avoid that totaly unfair discrimination. Now that they control bricklink they will probably enforce sellers to double up the prices for the countries they chose to discriminate. Price manipulation is guranteed to happen.

Another thing that shows just how they dont care about their customers - recent shop.lego.com upgrade wiped everyone wishlists, and they did that on purpose and didn't even post a formal not-honest apology anywhere. Backup all your wishlists and other stuff while you can!

Gravatar
By in Russian Federation,

The end is nigh.

Story of 1000 years old: big company buys small and later legally destroys it.

Gravatar
By in Hungary,

I am not happy with this at all. Bricklink helped me to get out of my dark age, to rediscover and acquire long out of production sets from my childhood and also to find missing pieces for my MOCs. I like that place as is and got acquainted with some LEGO enthusiasts there just like me. It will not be the same for sure. Hope TLG will stay to the philosophy of the great founder (Daniel Jezek) of Bricklink.

Gravatar
By in Germany,

This has potentially disastrous consequences. We will see, but I am not happy about the news. Like AT ALL. Also, I have yet to receive an email by Bricklink about this. They have effectively sold my buying history and profile information to TLG, too. I would have wanted to at least have the possibility to completely erase it BEFORE the data is cross-referenced by TLG. On to new pastures.

Gravatar
By in Germany,

Hey, its a free world. Ok, part of the world. If any of you know how to set up a site like this, today is the day to start on a competing, independent website, that offers similar services.

Gravatar
By in Netherlands,

So I wonder what will happen to licensed parts and minifigs... I wonder if TLG still allows them to be sold.

Gravatar
By in Slovenia,

Maybe monochrome minifigs would be easily accessable...

Gravatar
By in Netherlands,

To all people who talk about the 'greediness' of TLG and who are suspicious about TLG's objectives, I would like to bring up this.
TLG maintains high ethical standards and principles of integrity, honesty and legality. They do not use child labour. Over 40% of the managers are women, to give a few examples.
They provide equal opportunities for all employees and no employee may be discriminated against because of background, race, religion, age, disabilities, sexual orientation or gender.

And unlike the majority of other multinationals they pay taxes. In 2018 they paid € 321 million corporate income tax over a profit of € 1.39 billion - which is 23%.

TLG is not ‘just a multinational’. It’s a company who cares and spend their money well. I’m proud to be a buyer of THEIR products!

Like a good read? Here you go: https://www.lego.com/en-us/aboutus/responsibility/responsibility-report-2018/

Gravatar
By in Netherlands,

"We learned a lot and are keen to explore more ways of working together to create value."

Value for whom? Us fans, or yourselves?

"we hope to support them and maintain some of that independent spirit."

Some???

Spoken like a true chief of marketing, the most powerful of all the buIIsh¡tters.

Gravatar
By in Germany,

guess we have to archive the database and find another marketplace

Gravatar
By in New Zealand,

Here comes a shirtload of political-correctiveness, I can just smell it on the wind...??

Gravatar
By in Czech Republic,

I expect regulations, corporate values and many more restrictions….and less freedom.

As can be seen from the comments above, AFOLs do not trust LEGO:-)

Gravatar
By in New Zealand,

I have shut down my store as I cant be bothered dealing with any rubbish from TLG. If it turns out to be all good (unlikely) then I may restart it but if it goes to custard (more likely) then I havent really lost anything, I have too much tied up in this now to have TLG come in and mess it up, I loved the independence of BL, its what attracted me in the first place, the BL owners are laughing all the way to the bank all while selling AFOLs down the river, RIP BrickLink...

Gravatar
By in Russian Federation,

"Hi, I'm President Business, president of the Bricklink Corporation and The LEGO Group. Let's take extra care to follow our corporate values, or you'll be put to sleep- AND DON'T FORGET TACO TUESDAY'S COMING NEXT WEEK!"

https://pbs.twimg.com/media/Bt1FYhICUAAlv74.jpg

Gravatar
By in United States,

I have always preferred Brick Owl's interface so I never even went on Bricklink after trying them both out. Hopefully this is a net positive but I am skeptical.

Gravatar
By in Germany,

On other news: "Apple buys the internet". And they wonder that no one saw the sh!tstorm coming.

While there is potential that LEGO will do a good job with Bricklink, I'd prefer that they would give it back to the fans. Do an IPO and sell Bricklink shares to the AFOL community. That would be truly great!

Gravatar
By in France,

I'm a bit puzzled... Not sure what kind of new things LEGO could really learn from this that they don't already know...

Gravatar
By in Denmark,

Good news.
I hope it will bring a lot of new user created sets from LEGO.
I also hope that it will bring Stud.io to the next level, so a lot of AFOL’s Can create new MOC’s and building instructions.
There is a lot of retired people (65-80) who will love to design and build with LEGO.
I’m sur LEGO will do their best to serve all their customers, and Bricklink will be an important Brick in the LEGO future.

Gravatar
By in Italy,

@b9benny It's a very nice thought, and I really hope some of the things you wish will happen.

But let's be aware there might be a hidden side.

Gravatar
By in Netherlands,

The Lego Group is doing marketing research on all of our comments as we speak... ;)

(Big Brother is watching)

Gravatar
By in United States,

I bet the USA FTC would stop this deal IF a majority of the US sellers objected. Just saying...

Gravatar
By in Germany,

I am not at all happy with this aquisation either.

But lets face it, if LEGO is pushing for more control and power over the market for single- and used-items there are alternatives ready and working.

You have www.brickscout.com or brickowl
as possibiltiy for continous operation ready.
If you are patient you can even buy parts-lots from ebay, but lets face it.
No one wants to do this, because this was the reason why marketplaces like bricklink were brought into existence.
That´s the things of the light side, so it seems.

Gravatar
By in Sweden,

This is my opinion. I have almost read all the comments. I read the interview with Julia Goldin. This is what gonna happen. They(Lego) see a profit in receiving add money and seller fees to the page bricklink. That means that Lego earns money from fans that sell their parts and sets. And from companies advertising on the page. Easy as that. And in the end they close down the soho bricks for making unofficial Lego weapons.

Gravatar
By in Germany,

Now lets look what else there could loom.

First of, i don´t believe a single thing of the marketing-babble they gave us.
When compared promises and actions there is a wide gap in reality.

Here is some things to back this.
LEGO (TLG/TLC) said, they care so much about AFols, yet the community-managers were reduced even further not long ago.
Their webshops and internet related things are not on par with the standards, even after the current renovation of those.
Many consumers are said to have also annoyed experiences with the updated VIP-program.

Then there is the sellers side, we, the german sellers, had to encounter a unnessessary increase of the purchase prices about 15% some years ago.
All this to give Amazon and other large retailers that stock, which they dump on the market at purchase prices or maybe even losses.
(Where these BL-sellers had to scrap them out of again in order to maintain business.)
From across the pond, you have to read, they simply delete or deny the sellers their purchases once marked as "probably business".
Then i remind of speculations within America, they try to undermine the selling of used items. - (Can´t remind correctly, but has been in the BL-Forum for a while. Maybe someone can help out.)

Then they made most of the (even rare parts) available at low prices in their bricks and parts section. Which divided the sales between TLC and BL.
The BL sellers got left holding the back, because most of the things sold higher than at TLC was left with the sellers, so they got rid of their earnings needed to go on.

So much for this.
More of waht´s in the bag in the next post.

Gravatar
By in Germany,

Sorry, my third and very long post, seems to have gone into nirvana.
Didn´t copy and paste before, damn.
Will try again tomorrow..

Gravatar
By in Switzerland,

@Axvik

Lego has also acquired Soho bricks yesterday.

Gravatar
By in United States,

Hopefully they don't add a new "tax" on all purchases.

Gravatar
By in Japan,

Well, interesting. On the plus side if it does not work out there are alternatives that will flourish in the wake of w/e happens.

Gravatar
By in United States,

On one hand, it's obviously important for a marketplace to have free movement, and so it's natural to be wary of Lego potentially meddling in pricing for elements and sets. Seeing new sets get "banned" from being priced lower on Bricklink than on Lego.com so that they aren't competing with themselves would be a terrible tragedy, for example. Or even outright banning non-retired sets or elements from being sold, which I could see in a worst-case scenario. They say they don't plan on meddling with Bricklink's structure, but plans can change in an instant.

BUT, if Lego somehow keeps their word and just allows the Bricklink marketplace to exist, there could potentially be some benefits here. Mainly in the way Lego could analyze marketplace data to improve supply and demand. If they see an element is extremely popular but not very well supplied, that could be a sign for them to produce more of that part and drastically lower its cost. The entire Lego marketplace (both on Bricklink and through Lego retail) could potentially become much more buyer-friendly with that kind of data analysis put to good use by the original manufacturer.

So I'm in "wait-and-see" mode on this announcement. It could be bad or it could be good. Maybe even a mix of the two. I'm not ready to definitively say what it will amount to though.

Gravatar
By in Germany,

After my third post vanished yesterday, i will do a quick TL:DR of it, because i have no ambition to sink another hour again.

It was all about where could LEGO (TLG) be heading with this?

My views on this in short:

Positives
I think the Catalog will get an improvement from this, inventories and entries of new things will be provided 1. day.

Neutral
I hope they develop the Stud.io Software, or at least don´t touch or trash them.
Hence, TLG´s own Version LDD was abandonded or trashed in the past for no apparent reasons.

Negative
The relations with the AFols, although i hope the best for this, all the things mentioned do not fit at all.
Now they say, "Oh, yeah the Afols, thats our most reliable fanbase, yeah." - So we bought Bricklink for this.
That´s all cheap words to me, because in the recent past they shrunk their relations and support with the Afol-Community instead of enlarging it.
Even the numbers of the Community-Managers has been reduced even further.
I can´t imagine its a huge risk&cost for TLG to have 1,2 or 3 more employees there in a group of several 1000´s workers. Yet they reduced there even low numbers in this area further.

The Sellers of Bricklink
In the past years, TLG has proved, treating the smaller and medium sellers, (who actually do great work to support the brand) as a downright obstacle or almost enemy. Instead they favour all the big players, who are dumping their stuff on the market at purchase values or even losses, and thereby ruin the brands credibility in the process.
You might have heard many discussions of this the last years, so i won´t repeat.
In best case, they don´t interfere on Bricklink so the remaining sellers can do their work, but i have doubts at this one.

In the worst case, of the beancounters and MBA´s of TLG´s ways pushed thru, they might let BL be bleeding out slowly, in order to sell new stuff @100 value instead of earning 3% of these 100 on its aftermarket.

One last good thing there is:
Inbetween two other marketplaces came into existence,

www.brickscout.com and birckowl.com

let´s support them MUCH MORE often, so they can add functionality and improve their sites, for us to have a reliable alternative in case TLG can´t or won´t give Bricklink a worthy future.

Have a great day, despite the downer of this. :-)

Gravatar
By in Australia,

@DUTCHLEGOFAN50

It's not about their corporate charter or their corporate responsibility as a multinational company.

We're talking about independence without interference from a corporate base that seeks to potentially undermine the reason why Bricklink was setup by its original founder. Sellers sell their new and used goods, so we as buyers can choose whoever we wish to acquire those parts inventory. Having just spoken to a store owner who has an extensive work career in corporate management, he points out saliently that as a company, they will want to seek profitability from seller fees. The general consensus amongst owners who run their store concurrent to their professional career, run it on the side, as a hobby (if they are parents or senior folk), or as a support base for general builders, they have said that this increase of fees means the likelihood they will stop operating their stores.

I hope everyone who is a leader in the Lego community, whether they run user groups, significant websites or blogs about Lego, and also the authors of Brickset, will make sure our voices are heard. Because it's totally about independence from corporate governance. We're not primarily interested in what Lego officially does with how they assess their potential sets. We have the freedom to do what we like from new and used parts from sellers across the world.

Gravatar
By in Portugal,

I remember reading a post from one of the BrickLink's founding members, Troy Ceferatti and how the LEGO company dealt with him, and it was just heartbreaking. It is clear to me that LEGO hates resellers and has an hypocrit stance in many things. (cough cough anti violence vs Western theme, cough cough plants from plants vs heavy paper instructions + boxes bigger than they need to be, etc etc).

In my mind LEGO sees BrickLink as a torn, some kind of an opportunity lost. Now they will gather the data needed for in one year's time opening up their own store there, selling sets and endless supply of general bricks, thus gently kicking some of the top 20 stores, and ultimately destroying BrickLink as we know it.

And if LEGO really loves the AFOL community, please make the catalog an open source so the entire AFOL community can benefit from it. Including the competitors site, for the sake of said community.

(Now, if LEGO resists to the temptation of opening a store there, they will earn my utmost respect.)

Gravatar
By in Portugal,

@brickmanuals you keep mentioning brickscout but I tried to contact them 3 times without a single reply. I understand that they only want German sellers? I see one Thailandese (with a German partner) and one Dutch. Am I right?

Gravatar
By in Switzerland,

LEGO had no other choice. Immagine if BrickLink was acquired by a big chinese competitor...

Gravatar
By in Russian Federation,

@Bitman
Or, y'know, people at BrickLink could have simply chosen not to agree to sell their company to a big corporation (LEGO or otherwise). Unless they are somehow bullied into doing so. Actually wouldn't be surprised if that was the case...

Gravatar
By in United States,

We can cross our fingers (I am), but history is very clear on this issue. There is a chance that LEGO will have an overall positive impact, but in general, analogous events in other industries lead the wise observer to assume that the opposite will happen. And no matter what, BrickLink will lose its independence, and that is a bad thing.

Gravatar
By in Italy,

Quite worried. And I see I'm not the only one. Let's see what the future will bring.

My hope could be to see a global shipping system available to sellers that allows to solve the main bricklink's flaw, high shipping costs due to its natural fragmentation. But probably not even Amazon could solve this!

Gravatar
By in Romania,

When will they buy Brickset?

Gravatar
By in Portugal,

This is the end
Beautiful friend
This is the end
My only friend, the end
Of our elaborate plans, the end
(Doors 1967)

Return to home page »