LEGO ditches Creator Expert branding in favour of 18+ marking
Posted by Huw,
Over the last couple of months LEGO has been introducing a new packaging style which carries a suggested age range of 18+. Today's unveiling of 10273 Haunted House has revealed that LEGO is ditching the 'Creator Expert' branding in favour of this new style.
The reason for this is explained in the press release: “We have decided to stop using the Creator Expert branding and, instead, use the new adult-focused packaging design to make it clearer which hobbies or brand products they can relate to.”
What's perhaps more interesting is that, until now, LEGO sets have always been suitable for kids, although admittedly many are targeted at, and are likely to be more appealing to, adults.
Now the company is signalling that it's making products which are for adults only, and that they are not suitable for kids. This might not be its intention, but it's what's implied.
I am sure any competent teenager can tackle a LEGO set of any size so the age marking on the box seems to have changed from being a guide to a set's suitability to a marketing tool.
What's your take on this? Do you think we will have to show ID in the toy shop before we can buy an 18+ LEGO set, as is the case with other adult-only products such as alcohol, cigarettes, knives, and fireworks? :-)
The sets to which this new branding has been applied have been tagged 18+ in our database, and are linked to in the Browse menu above, allowing you to locate them easily.
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163 comments on this article
What was wrong with 16+?
I’m all for this. Shows how much Lego have grown over the years in realising, yes, they do have an adult Lego audience, since the introduction of modulars to today with interest surrounding international versions of Lego Masters.
Also less embarrassing walking around the shops with a lovely black box instead...
I'm not really a fan of this move. LEGO isn't an adults only toy and it never should be. And of course, I get that there's nothing stopping Little Timmy from buying a set marked as 18+, but this move just seems to be an attempt at pandering to AFOLs and, at the same time, missing the point of the brand to begin with.
I actually see this as a detractor. Creator Expert told you the level of building involved. 18+ Tells you it’s only for a certain group & has a vibe of “Adult” theme (ie not the type of subject matter in line with LEGO’s core values.
I say bad move
I was building LEGO Technic sets at age 7 (before they were called Technic). I think age for these sets is just a suggestion. I also find it funny when I am in the LEGO aisle of a store and a kid wants a set, but mom denies it because of the age range on the box.
"18+" definitely has a certain dodgy ring to it...
This is just stupid, LEGO. The point is to bring families together, to build relationships (pun unintentional) and this is just breaking them apart. In this uncertain situation, people should be coming together, but you're picking up on the petty differences that make us human. Creator Expert was supposed to be a challenge and a chance to expand on your skills. Now, a 13 year old will go up to a LEGO set, thinking it looks really cool and then the realisation that there's an 18+ tag and it makes them feel bad because if they try to do that set, it will give the impression that they are trying to be something that they are not. People should be allowed to make a decision unbiased by LEGO. That is the difference between a challenge (Creator Expert) and almost an insult (18+).
This is probably going to put the sales down.
More fool you, LEGO.
They can’t seem to make their minds up on branding. We had the boxes with the grey top for several years, then Creator Expert appeared, then they changed the logo of creator expert (I’m sure my Ferris Wheel has a star type logo on the box so two logo changes...) and now they have ditched creator expert...
I'm absolutely against this - Lego used to be inclusive.
What makes a football stadium or fairground haunted house 18+?
The building techniques? Come on, my 6 year old can build any modular given the time.
Not cool.
If you're embarrassed to be walking around with a LEGO box, I'd say you have serious issues. BE YOURSELF!
How bizarre ! It does seem to suggest its unsuitable, if not illegal for younger builders but I'm not sure why they need a label that suggests Adult or ID etc. The fact that this one is £200 would stop most young kids buying it for themselves but it seems to give a mixed message. Being a Haunted House implies scary or shocking scenes (unlike the Whitehouse or Helmets) In the past I assumed the Labels were aimed at complexity but I'm not sure these 18+ sets are difficult to build. Even if they were its not like humans only grow thumbs on their 18th Birthdays so 15-18's cant make things...
It’s just a suggestion. It’s a branding move to attempt and erase the (absurd) stigma against buying LEGO as an adult. I don’t really care what age is on the box: if I like the set, I’ll get it.
To be honest, I don't even think age ranges should exist anymore. Exception clear for the Duplo sets, anything System should just be marketed without these things.
Also, marketing Lego as "18+" gives a very awkward feeling. Not even games get this age range on the package, for example (ESRB's Mature is for 16-17, their 18+ is reserved only for very adult content). Edgy.
I'm not opposed to the more mature box design, as long as it fits the tone of the model (the next modular would look bad with this presentation), but yeah, what was wrong with Creator Expert? Even if they abandon the Creator association, Expert alone would be a fine way to brand it without drawing the line of age or justifying older builders being into LEGO.
18+ Will probably make kids want it even more. Since they always want to be perceived as older. But yeah 18+ does carry a bit of "Adult Themed Stigma". How about AFOLO "Adult Fans Of Lego Only".
I'm a kid who's built and owned 3 Creator Expert sets , but this rebrand makes me feel like LEGO wants kids to shy away from this theme and stick to the simpler ones, which is just stupid. Come on, this is a company directed mainly towards kids!
I was building 16+ sets far before I was 16. The age suggestion is usually meaningless. Hopefully this branding will not discourage younger builders.
Just received the A-wing which is branded "18+". My wife immediately spotted the text and asked why? It does make it feel like its somehow in the category of "MA" or "R". And I guarantee my pre-teen boys could build it.
A better question is "What kind of sets could LEGO make that are truly '18+'?"
This is dumb.
here comes the outrage
18+ What does this say. Is it for 18 year and older. I don't think that is what ment here. See it as, that you can aspect a bit more challenge in building technics and so. But feel free to buy this for your 6 year old. But, look at the other way around. If you're nor into Lego but you want to buy a set for a college, it's nice to see, that the 18+ sets give you an idea what an adult would appreciate
For adults pocket money instead of kids pocket money.
I hope they are only kept on the top shelf too :-D
What a weird label for a Lego set. I feel that it gives off bad vibes. I hope they don’t brand the winter village sets as 18+. That would be utterly ridiculous. Creator Expert was a much better label.
Perhaps Ann Summers will soon be stocking the 18+ sets :)
I dont get why 18+ means they have to loss creator expert, they have 18+ and star wars or Architecture. Wonder what they will list it under on the website, at the moment Creator Expert is still there.
Not liking the change to 18+, the age range used to tell how difficult the build was now its meaningless.
Just typed a lot of stuff, but it was deleted. So here's the tl;dr:
No, just no.
Lego obviously wants to target non-AFOL adults who will now buy sets because it's 'for them', instead of a 'kids toy'.
They obviously increased it to 18+ to basically say 'for adults'.
Don't conflate age group with age!
Lego, have fun with these coveted customers not trying any other range because they do not say 18+ on the box and are therefore 'not for them'. In the long run doing this will just create a group of AFOLs who look down on other stuff, because they only came for the premium product's label.
I sense that this will just result in even pricier sets as these are now 'premium' instead of just larger more complex sets.
I can't wait for even artificially larger sets with just more 1x1 sized parts filling in regular parts on the inside to inflate piece count and therefore justify even higher prices.
Lego seems to use any excuse they can get to increase prices without increasing quality as well. So having a line explicitly targeted at adults and even deeper pockets.
On the bright side, maybe these sets will not have rainbow coloured filler inside models...
Good move away from Creator Expert for these. I've sounded out on here before about the misplacement of the Creator branding in Creator Expert because none of the sets promote creative alternative building whatsoever beyond the inclusion of a parts list on the box (which really should be a thing for Creator 3-in-1). You only really experience the creativity in the advanced techniques and NPU that go into designing the official models. The early Modular Buildings suggested ways to expand them before the Creator Expert branding was applied to them, and not after, which was especially odd.
Call these products what they are: products oriented for the adult builder who appreciates well-crafted, intricate models.
Every 18+ LEGO set will now include at least 20 pages of lewd minifigure artwork in the building instructions along with multiple swears in the blurb at the front, my uncle who works at Creator Expert told me so.
As for my actual thoughts on the box change, I... don't care? It's the same quality set on the inside and I'll be chucking the box as soon as I've opened it, so whatever.
Well I kinda think the Expert line was better in my opinion. Kinda gave a feeling of “if you thought those were easy, try this”. You know, sort of like the next step of building models once you’ve gotten the hang of things. I think this branding goes too far in the other direction. 18+ makes me think more “adults only” type of content who may or may not even be interested in building LEGO models in the slightest. Plus these sets are expensive, so I wonder if it’ll attract that age range off the bat. If I wasn’t into LEGO, I certainly wouldn’t start off with a $200+ dollar set.
Plus, and I say this as a TFOL, LEGO really needs to be careful about categorizing fans like this. Seems kinda odd to have a set basically say “this is only for a certain demographic” right on the box.
And I don’t want more “adult” listened themes like Game of Thrones or GTA. Those pieces of media contain a lot of material I don’t think I’d like to see associated with the LEGO brand. The Simpsons was pushing it already, but we don’t need themes based around being criminals fighting cops or shows where nudity is expected for some reason.
Lego knows what they’re doing here. 18+ branding and packaging is a tool to entice potential new AFOL customers.
That’s not a bad thing. More adult customers means potentially more adult focused/deluxe sets. Those modulars and UCS sets everyone loves? Yeah, more of them.
As mentioned, a recommended age on the box is just that. This doesn’t dissuade someone buying this for their younger son or daughter.
I really liked "Creator Expert", and even though it will continue, it will just not feel the same. I also can't really see a reason for this change, as it could just be Creator Expert 18+
Coming soon for 2021: Modular Strip Joint with spinning pole play features!
Hawt brick-on-brick action
For Adults Only!
Lego’s categorization and branding is incoherent. Wait 6 months and they will change this then change it again. Then ignore it completely and then forget it ever happened. Don’t worry about it. These labels are only good for memes.
I always looked at the age as a guide to someone buying a gift. It says this is designed as a gift for this age. If you know what you want you're not looking at the age.
Growing up I always liked building LEGO sets where the recommended age was older than I was at the time. It made me feel like I was ahead of the curve, even if it was ultimately meaningless. Hopefully that's the only affect this has: kids will get to feel special about building advanced sets by a factor of another two years.
"You know the rules, this isn't a toy!"
"Um... it kind of is."
"No, actually it's a highly sophisticated interlocking brick system."
"But we bought it at the toy store."
"We did, but the way I'm using it makes it an adult thing."
"The box for this one said 'ages 8 to 14'!"
"That's a suggestion. They have to put that on there."
Don't like it. 18+ has connotations that are do not go well with Lego. I feel that generic "Expert" label would be better idea. I also sincerely hope that the 18+ label doesn't give Lego an excuse to pick up licenses that they would have shunned in the past.
Let's hope the instructions will be less dumbed down too. The amount of pieces per step is downright insulting nowadays.
Good change, now they can brand AFOL focused sets from multiple brands under 1 type of box design.
@wunztwice said:
"I actually see this as a detractor. Creator Expert told you the level of building involved. 18+ Tells you it’s only for a certain group & has a vibe of “Adult” theme (ie not the type of subject matter in line with LEGO’s core values.
I say bad move "
I couldn't agree more. I believe they did it in order to justify the bloated prices somehow.
I say bad move. They really should ditch the age marking all together and just come up with a like 3 or 4 tier description of how hard a set is. There are a lot of young kids that have the problem solving skills to build anything LEGO puts out, and there are a lot of adults that couldn't build their way out of a bag of chips. Although the later aren't likely to even try out building with LEGO.
I am kind of disappointed about this. The Creator Expert theme was so inviting. I wanted to buy all of the sets, no matter the cost. With this addition of the 18+ theme, I may not be able to.
As a TFOL, LEGO building has been particularly easy. When I was 12, I built the "16+" rated London Bus in 1.5 hours, a record among all known times I have seen. I hope this 18+ theme does not change that.
I agree with the sentiments saying that the "18+" branding could be problematic, but I don't think it will discourage kids and teens from buying a set they would have bought anyway if it was 16+. When I was 13-14 and got a 16+ set, I wasn't "put off" by the size or age range, I was happy to complete a set that was aimed at a higher age level. I can't imagine it would be any different for kids now. I do like the new box design for some sets like the helmet collection, but for a set like the Haunted House they should have stuck to normal Creator Expert branding as it doesn't match the other sets in the theme and they don't show how they could go together- I just think it creates an unnecessary divide. I also agree with the comments about LEGO's branding. It's maddeningly inconsistent and I really wish they would stick to a single box style for larger sets for longer than just a year or two. Look at how much the Star Wars UCS boxes have changed from 2015 to now, and the unnecessary introduction of the "Master Builder Series" which appeared nowhere on the Cloud City box and hasn't been mentioned since. I think LEGO should have stuck to 16+, normal boxes for sets like the Haunted House, but the transition to the sleek black design works better for "display-only" products like the Star Wars Helmets and the White House.
I think that numbers are too "strict"; in their place I'd used icons (like moustache face) or just words "for older audience".
18+ seems to also mean “too old for beautiful box art” to them. I don’t like the plain boxes. The artwork on things like Barracuda Bay and Stranger Things are what make the product eye catching. I hope they don’t abandon that. For me personally it’s a big part in my decision making to buy a set
Says 18+, but I'm assuming most 12 year old children wouldn't have a problem putting it together.
This is tricky. 18+ has negative connotations and feels divisive. People consider 18+ a restriction, that's what it's used for in general, even if LEGO intends it as just a suggestion.
Thing is LEGO needs a way to tell non-AFOL adults that this is intended for them, and fight against the general image that LEGO bricks are for kids. Also, don't want adults buying this for their kids, because they're display models not really meant to be played with, therefore not ideal for child play.
They can't really convey that information with the bricks themselves. So they have to work with the other aspects of the box. 18+ kind of does that. They could also maybe put pictures of adults on the box like they do in their promo images.
Anyway, if this helps get more people into the hobby then it's worth a shot.
Huh. I don't even bother to notice the age range on the box... I just buy the sets I like. I've never heard of an AFOL who thinks otherwise!
Not sure what they gain from ditching Creator Expert branding. If it ain't broke, don't fix it!
This reminds me of how they keep changing the box art style for UCS sets... please whoever is in marketing just stop what your doing and realise that as collectors we want our sets and boxes to look like they're in the same collection (i.e. the more similarity the better). Occasionally it's ok to change things up a bit like what they did with the Millennium Falcon but if your changing the box art style every year you start to wonder whether there's even a reason to keep the box.
I don't really have a problem with 18+ branding. I don't think it'll necessarily deter an existing younger audience when—if we're being honest—the high price means children were never going to directly buy these in the first place. If a child wants to get this set, they're likely to have an adult on hand to help them through, and if they don't Lego sets are pretty user friendly in terms of instructions.
What really makes this set one aimed at adults isn't just the building techniques; it's the references to themes that resonate with adults and go over the heads of children. The haunted house isn't really breaking any new ground; the 1989 Batmobile and Barracuda Bay sets did pretty much what this one is. They're just being a bit more overt in their intention, and as someone who grew up with both Adventurers and Alpha Team I'm a complete sucker for this direction.
Just seeing the box art will likely discourage even adults from buying this set. Just seeing black will likely keep people away. I would not consider it a "fairground" worthy set.
Does this mean I have to accompany my minor into the LEGO store to make the purchase?
I'm not a fan of this move. An 18+ rating is usually a restriction, and LEGO shouldn't be restricted to anyone.
Also, I don't like those new 18+ Box Arts. They just show the set on a black background, which doesn't look very appealing in my opinion.
Personally I find it odd that so many people on here are declaring it a 'bad move' without considering that Lego's marketing dept will have done lots of research on the likely impact (including of people who are more drawn to the new packaging and therefore buy it when they wouldn't otherwise have done so). There's a lot of people who think they know better than a large company's entire marketing department ;)
To me the new packaging is much classier and therefore more appealing to those adults who may not otherwise have considered buying Lego. We're the hardcore, we'll buy the modulars/fairground etc whatever packaging they're in.
I also find it amusing that people are decrying the '18+' age bracket as suggesting that it's not suitable for younger builders, but surely from that viewpoint, having 16+ on the box did the same thing?
Anyway, I think it's a good thing that all modulars will be branded together, all fairground, all winter village etc, rather than being lumped under the catch-all 'creator expert' label.
If you will ever possibly need an ID, i can assure you that some minors will have their parents or older siblings buy it and than pay them back.
It's interesting to read the different viewpoints. 16+ could be seen as 'aspirational' to younger kids but somehow 18+ might suggest 'forbidden' as we are so used to with other products labelled as such. That's my take, anyway...
"That's a suggestion. They have to put that on there."
I think that package labeling always shows a suggested age for the set. I really doubt that LEGO Stores will not sell these sets to a client younger than 18 years
I think it's weird that the desingers video seems to be more child focused.
Ok. Now, the 18 + marking is STUPID!! First of all, anyone who has played with legos enough can finish one of those 18+ sets in like, 3 hours. That "18+" set would take 3 hours for one of my kids to complete! Though it is great for adults to play with legos, Lego should NOT brand their sets with that intention. People should be able to choose what ever set they want no matter the "age restriction". Because when it comes down to it, all sets of any age restriction is just attaching pieces to make a larger build. I think that besides maybe juniors (for little kids) Lego just says the age thing to make more money. Remember, this is all my opinion.
Interesting...
I see this to be an attempt towards adult collectors only, but honestly, I'd get the eighteen plus as a challenge, being young...
Anyway, I doubt its going to be like a "Lego Law" that you have to be eighteen.
What was wrong with creator expert, anyway? :(
This may open up intellectual property themes such as James Bond up for LEGO as then they can then say that the age on the box is stipulating that the set is for a suggested age range. This wouldn't mean you would have to give ID to purchase it but it would advise parents that aspects of the content might not be suitable for their 7 year old.
Take for example Stranger Things, the BBFC (British Board of Film Classification) rated Season 3 episodes as 15 and the set was a 16+ set.
Either way this bringing in of 18+ instead of 'Expert' should of happened a while back in my opinion as it would have tidied up the box design for all the vehicles (including DB5).
Sooooooo i cant get this set >.< with out parents.... lol
Seems like a bad idea to me. Creator Expert is non-limiting. 18+ is. I wouldn't want to exclude anyone (if I were selling a product).
Not sure how I feel about this, but my biggest initial concern was that sets that would have been Creator Expert would become hard to find in the Brickset database -- so huge thanks to @huw for tagging all the 18+ sets and making them easily accessible.
That makes no sense. That number is supposed to tell you that a child younger than that age may have trouble building it. That's -always- what that number has meant across many toy lines and for decades. Now they're changing it for marketing reasons. Oh well, whatever. Won't be the last time marketing wins over useful information.
Nice one, Huw... "carding" Lego fans, ha!
Honestly I'm just annoyed there's another category for categorizing sets via Brickset...
Why not "LEGO Expert Series" or something that isn't going to sound like I'm selling adult materials when I inevitably shift some of these sets down the road. "Creator Expert" conveyed what the set is - larger, more advanced, appealing to AFOL's. "18+" is going to get our listings flagged / banned on resell platforms (or segregated to an "adults-only" section).
To be honest, as an AFOL, I'm LESS LIKELY to buy something that says "18+" than I am to buy something that says "Expert" on it.
Stupid erosion of brand value...
It's just Lego trying to market their product outside the usual sphere of people who would buy them, I reckon. I seriously doubt they're trying to exclude anyone: they're just trying to target non-FoL adults and say "hey look, this is for YOU!" when those same adults wouldn't have looked twice at any Lego product otherwise.
I... don't think it's *necessary*, because I'd imagine that people who want to buy Lego will, and people who don't want to buy Lego won't, regardless of marketing direction; but then, I don't know how your average non-FoL adult thinks. This might end up being just the sort of thing to entice more people to it, after all.
I guess we'll just have to wait and see... but if we go back to previous designs and branding in a year or two, we'll know that this wasn't a successful move after all xD
Adults have deeper bank accounts than kids. Since Lego has claimed before that afols are 5% of the market, obviously that isn’t true if they are releasing more expensive sets aimed specifically at adults. I wouldn’t go through the trouble to only capture 5% of the market id 95% was already taken care of.
But I’m sure they know what they are doing. I mean, nothing bad can happen to LEGO...
In 2003, there were sets, Designer Set, flagged 4-99, 5-99, 6-99 or 7-99.
This is why I like these sets.
They are multi-generational.
My father, me and my daughter could build together some wild animals (https://brickset.com/sets/4101-1/Wild-Collection).
I agree that it's a bad decision. Expert says that it's a more difficult build, but 18+? Who are they to tell people they can't build this until such an age? It's still just bricks, and the build is just a bit longer... I can get the age requirements on child-oriented products, mostly because it indicates stuff about the size of the pieces, for the transition between Duplo, to Junior, to regular System. I really wonder what's so special about those 18+ builds though...
This is great! Now LEGO can make literally any set and have every single licence. There is nothing that stops them from making LEGO Matrix , LEGO Alien, LEGO Terminator, LEGO Assassin's Creed, LEGO Doom, LEGO The Walking Dead or even LEGO Rick and Morty.
@40hayling said:
"Perhaps to pick up more adult themed licenses too, like Deadpool, Game of Thrones or Grand Theft Auto type sets?
This is a positive move and I cannot wait to see what is planned for the future ..."
GTA would be pretty cool!
I don't get the outrage. Lego boxes have had age recommondations since forever, and they've always been pretty meaningless. "18+" won't discourage teens from buying these sets, but it might convince more adults to buy Lego.
I like it. It may open LEGO to more adult themes, and I'd like to see that. Up until now MegaBloks has had all of the R and M rated licenses, (Halo, Game of Thrones, Alien, etc.) With the Overwatch license being a link to Blizzard, me might even get LEGO Diablo!
Definitely odd that LEGO seems to favor the 18+ age recommendation instead of the 16+ recommendation. I would like to hear an official statement of there reasoning why they made this change since it's something that has existed for quite some time now. For me, I don't really care and we should all realize the number is just a recommendation. But unfortunately, a lot of casual fans won't know that. On a different note, the overreaction with the addition of an ignorant fool, I think some of us are a bit riled up. Who knows, LEGO might squander back to the 16+ haha.
I feel like this is a good idea that is simply impossible to market well. The 18+ label carries some weird connotations, but overall I'd welcome a more defined message that some models are meant to be display models for collectors rather than toys for children, as I think sometimes playable features in these kinds of sets become detrimental to their quality.
Furthermore, this opens a door for licenses that were seen as out of bounds previously, which I'm excited about. Anyone remember that rejected Shawn of the Dead project?
With 18+ i generally associate adult themes. Would be great for sets from IPs that are not intended for kids (like Game of Thrones etc., like some people already mentioned.). For the 18+ Star Wars helmets I understood in a certain way, due to the sort of set, which I think smaller kids wont be interested in.
For sets like the Haunted House, which is definitely kids-compatible I don't understand that move at all. I would not have approved that idea if I were a decision-maker at Lego.
In the end I don't care much. Its a great set, thats important.
I see it more as a marketing change to appeal to adults. They packaging definitely appeals to adults and drops the sidebars of other kid-focused boxes, much like the Architecture line packaging does. Notice they already did it with the new Star Wars helmet sets that also say 18+.
I know what people mean that "18+" implies something explicit but I can't think anyone looking at a box in the store would think "this LEGO set must be naughty" when you clearly see a picture of the model. ;-)
This seems like such a bad move to me. LEGO have done such a good job at making sets to appeal to adult builders in recent years. It’s borne out in the size, level of complexity, and not to mention price. And hey, if a young builder has the patience, skill level (and the budget!) then they can get involved too.
But TLG seems to think it has to put a klaxon on those sets that would naturally appeal more to adults - “HEY, GROWN UP. IT’S OKAY FOR YOU TO PLAY WITH THIS.” I don’t get that at all, unless they think there are AFOLs in waiting that never noticed big, complex, adult-friendly sets.
It’s also confusing. The press release says it helps adults identify ‘which sets they can relate to’, but what it implies (as pointed out in the article) is that younger builders *cannot* enjoy these sets. Those who haven’t had the privilege of reading the LEGO press release (i.e. 99% of people who wander into a brand store, I wager) could easily think a set is unsuitable for a young builder, either because the build is too complex, or the material is unsuitable.
Yeah, shaking my head at this one...
LOVE IT!
Bring on the 18+ Lego strip club modular!
It could be the complexity of the building techniques that makes it 18+.
I think we need a poll asking for everyone’s thought on this!
I feel like this was a choice with good intentions from LEGO resulting in unintended consequences... I highly doubt they were thinking of inappropriate things in the meeting this was decided. I mean, I built the Death Star as a nine year old, so I really don't think it will make a difference.
As long as modular boxes stay the same, a single building against a black background would just look dumb.
Age on box = likely available cash flow
This is just another move that shows how out of touch TLG is with the changing times.
On the one hand, they stupidize instructions to a point where one becomes nauseous just from looking at them, on the other hand they try to market sets for an 18+ audience.
Will these 18+ sets get rid of "unicorn vomit" interiors, colour locked pins and the like that continue to annoy AFOLs the world over? If so, there will have been one singular positive effect of this move.
But I highly doubt it. TLG is so ingrained in stupidifying/oversimplifying official building instructions/techniques that I don't see changing that even for an explicitly marked 18+ audience.
Also, an 18+ label over here is usually associated with content that is inappropriate for children, like something that is overly violent, sexually explicit or otherwise controversial.
I am sure this will go down well with parents when they hear that LEGO now offers 18+ sets.
What a stupid move. Or are rules of good and effective marketing different in Denmark than in other countries?
@alice_ said:
"I'm not really a fan of this move. LEGO isn't an adults only toy and it never should be. And of course, I get that there's nothing stopping Little Timmy from buying a set marked as 18+, but this move just seems to be an attempt at pandering to AFOLs and, at the same time, missing the point of the brand to begin with."
Huh? A few adult targeted sets doesn’t mean they’re leaving behind their target audience. Never has, never will. Does that two extra years really bother you? Again, as this is not really anything new, how is this pandering? Modulars have been around for 13 years. Along with all the other bigger sets aimed squarely at AFOLs.
Also, I find it funny that an age on a box is getting to so many adults who buy sets that say “6-12” and the like. It’s pretty obvious this set, or the UCS A-Wing, the SW Helmets aren’t “adult themed” like people seem to think with stupid comments like lewd pictures included or an upcoming strip joint...
Just got an ad for this on Facebook. https://www.facebook.com/LEGO/videos/2590388287946334/
Lego clearly want to appeal to adults with this change in branding, yet this ad is clearly aimed at kids... so weird the way they've gone about this.
Big mistake. 'Creator Expert' sounds aspirational, so anyone who built a set could feel pride. But 18+ just feels a bit smutty.
I find it funny and ironic they came out with this press release ditching the Expert label but the designer video still has Creator Expert in its title.
This switch of labeling just seems like TLG's legal team stepped in for some reason or another. Maybe they felt left out over a build session or two?
Regardless of labels I'm still buying this haunted house set on day 1. I hardly pay attention to age labels anyway unless I know before hand it has some sort of unnecessary violence.
This move doesn't really make sense to me. The difficulty of a set should not be delineated by an age group. A 30-year-old might have trouble building a large and complex set like the Haunted House is he/she had never built a lego set before, whereas a 12-year-old who has been building sets for years would have no trouble putting this together.
On a side note, if this means more sets designed for AFOLs, I'll gladly take it even if I liked the Creator Expert branding better.
I love the new box design but ultimately this normally ends up in the bin so the box design is not normally something of a big concern for me. I think all this may have something to do with things a while back on the Lego users group where they were asking a series of questions about adults and their overall experience in Lego Stores. Perhaps they trying to create a dedicated adults area so adults can feel more comfortable browsing/purchasing. This has never bothered me but maybe does some hence their decision. I’ve never had any issues and the creator expert always felt slightly more adult in my opinion and never felt uncomfortable browsing that area in the stores. I agree with other people’s thoughts that 18+ does sound somewhat sleazy, and may put off younger people’s parents from buying them these sets and only time will tell I guess as to whether Lego keeps the theme or brings it on across other sets like cars and the modulars etc.
Does the stranger things set qualify to be tagged 18+?
@Snazzy_Bricks said:
"Does this mean that if I am under 18, I cannot enjoy these sets?"
Pretty sure it doesn't; it's just Lego's way of signalling to adult non-fans that these sets are 'acceptable' for them to buy for themselves. I think you're fine; the ages on the box have always just been a recommendation anyway, so I can't imagine anyone would step in and stop a capable child or teen from enjoying these ^^
I've said for some years now that Lego needed to do adult ranges given how theres litterally thousands of MOC's out there that depict creations outside of Lego's 'kid friendly' target and the early days of Lego Ideas had adult creations storm through the 10K likes mark (Shaun of the Dead Winchester Pub for instance).
18+ can only be a good thing in my mind as it massively expands the potential licences and builds that lego can do and will bring in more fans and creators who may have seen lego as too childish.
The Kid:
- Mum i want this LEGO for xmas !
Mum
- No Harry, sorry it's for adults only.
The Kid:
wah ..... :(
So, now can we get the Nebuchadnezzar from The Matrix or a Game of Thrones line?
I’m honestly a little mixed about it, but I only hope we don’t need any ID to buy these.
I really don't see why 16 or even 14+ wouldn't be fine here...
18+ doesn’t make sense, especially for the fairground series.
The Haunted House isn’t themed for adults only - it appeals to kids too.
And so far the fairground series hasn’t been THAT difficult to build, eg requiring an 18+ tag
(my daughter built the Roller Coaster when she was 10!)
and there’s nothing to indicate the Haunted Mansion is any more difficult than the others in the series.
@julianbricks said:
"What was wrong with 16+?"
Exactly what I was wondering. The 16+ sets were already aimed at the AFOL market so the change to 18+ just seems pointless.
Maybe they will put inside the building instructions book a centerfold with an obscene picture of their annual profit or something.
Or maybe 18+ means "after more than 18 years you will play with this set", because the majority of the kids these days are giving up on LEGO around the age of 12-15.
The faux outrage displayed in some of these comments is really quite comical.
IMO the TLG is simply using a different branding/notation on some of its products in an attempt engage with new customers, i.e. those who may have a preconception that Lego is just a child's toy.
If it is assumed that having 18+ printed on a product automatically means violent or sexual content that is a sad indictment on our society. It also doesn't say a great deal for the average consumer's intelligence and hence their ability (or desire) to scrutinise the purchases they make.
It makes sense for UCS Star Wars, the Star Wars busts and the Architecture line. But this kind of packaging detracts from Creator Expert sets, which are often complex to build but are still essentially playsets. My 4 year old son loves playing with the Modular buildings (under a bit of supervision) and often eyes the box of the Creator Expert Roller Coaster hungrily. I can't imagine him being nearly so drawn to it if the Roller Coaster was packaged like this. And I can't imagine an unfamiliar Adult being drawn back into LEGO by this box, it just looks like a dingy and drab coloured house. Having ghosts zipping around it and illustrating it within a fairground setting would provide better context and draw in the general public more.
I have no problem that I have a hobby that is primarily a children's toy, in fact that is a nostalgic bonus and not a point of shame for me. This move feels like when they started making Harry Potter books with Adult covers, so that people didn't need to feel embarrassed that they were reading children's books. Embrace it, stop making it seem like something to be ashamed of.
@Paperballpark
Probably you never heard of big brands or companies disappeared from the markets because of bad Marketing departments. I don't say it is the case here for this 18+ reason, but please do not put LEGO PR or marketing on a statue base. They are not saints and last years increasingly crazy things happening there are not a model for "How to..."
If people here are mostly commenting about at least the awkward connotation of 18+ , and people asking for Castle and other very common themes for years, then I don't know what focus groups they have.
Did this department of marketing consulted their own ideas or which focus groups told them to sell the LEGO House last week with so many bloomers for 20 minutes making thousands of die hard fans crazy upset ?
@AustinPowers @PjtrXmos
What about children/people with learning disabilities, or any of a number of conditions that would make it difficult to follow complicated instructions? Instructions aren't being dumbed down, they're being made more accessible.
@CM4Sci
Too old for beautiful box art? Clean and simple is beautiful for lots of people. This box is clean and simple.
I think it's good that Lego is destigmatizing adults buying sets, even if the execution isn't perfect. Don't tell AFOLs to "just be themselves", tell people to stop judging. Then again, people saying "just be yourself" probably would also say there's no harmful effects to being judged and stared at...
18+. Lego's behind the curve on this one, at least in the US. Tobacco is 21+ now, just like alcohol. This set should be 21+ in the US.
Think my first '18+' was THE 'RoboCop', be that was classed as 'Restricted' back then and...what were we talking about again...:)
Seriously though, Lego isn't exactly something you can go by 'age'; I mean a really diligent 14 year old could probably go through some of those sets. Well, if they can get past the 'Qualification Tests' ("Name Five 'Ninjago' characters who are neither ninja or opponent...Name a faction from 'Lego Castle/Kingdom'...")...Why didn't TLG just rename it 'Creator: Advanced', and skip over the limiting?
Bad move. If it ain't broke, don't fix it. Creator Expert has a nice logo and it's clear who it's aimed at: experienced LEGO builders. 18+ suggests adult content that's not suitable for children.
The only reason I can see is that '18+' can be used for all themes, it's not limited to Creator.
Still, I think this will cost them sales rather bring in more sales.
@Paperballpark said:
"Personally I find it odd that so many people on here are declaring it a 'bad move' without considering that Lego's marketing dept will have done lots of research on the likely impact (including of people who are more drawn to the new packaging and therefore buy it when they wouldn't otherwise have done so). There's a lot of people who think they know better than a large company's entire marketing department ;)
To me the new packaging is much classier and therefore more appealing to those adults who may not otherwise have considered buying Lego. We're the hardcore, we'll buy the modulars/fairground etc whatever packaging they're in.
I also find it amusing that people are decrying the '18+' age bracket as suggesting that it's not suitable for younger builders, but surely from that viewpoint, having 16+ on the box did the same thing?
Anyway, I think it's a good thing that all modulars will be branded together, all fairground, all winter village etc, rather than being lumped under the catch-all 'creator expert' label."
---> My thoughts exactly. It's a move to broaden their audience base beyond the people who currently buy Lego. I would very much doubt that anyone on this site would refuse to buy a set purely because of the branding (unless maybe you display the boxes?) - so I don't really get what the fuss is about :-)
Personally I've bought sets for myself of all age branding with no shame or worry about the - even the occasional Juniors set slips in some times! And if I'm buying for a child, I'll treat the age recommendation as a guide only, and base the purchase on what I think they'll enjoy and what matches their individual skill level, same as with any toy.
Here's my biggest question in this: Will this shift mean the sets ship in fancier boxes that drive the prices up? Next, I often have to have someone age-check me when buying R-rated movies, or music with explicit lyrics. If there's an adult age restriction printed on the box, is there a chance that some overzealous middle manager somewhere will determine that these need age verification at checkout?
Probably a driving motive behind this is that Creator Expert only works for sets released under the Creator theme. UCS has a similar problem, where people look at the three high-end Batmobiles, or the Helicarrier and think of them as UCS sets, but the Star Wars design team is very adamant that the UCS name is restricted to SW. As awkwardly as they may have set this up (seriously, 16+ would have probably been fine), it's something that carries across all themes, and conveys something about the target audience (even if it's perhaps not the right message).
@The_Mack:
That's pretty much how it worked out with Tipper Gore's "Parental Advisory: EXPLICIT LYRICS" labels on music. It basically became an essentially free source of marketing. Slap a label on your CD, and kids would buy it like canned oxygen on Planet Spaceball.
@behemothjosh:
Just wait until they start shipping these sets sealed in a plastic bag with an opaque panel covering all the pictures...
@Sethro3:
What they determined was that while AFOLs are (as they believed) a tiny fraction of the overall customer base, they tend to spend a lot more than parents buying something for their kids. Part of the benefit they got from the VIP system is that they were able to track a group of customers, see their spending habits, and divide them up based on demographics. I believe the final consensus was that AFOLs really are only about 5% of the customer base, but that we account for closer to 25% of the overall sales.
@Phoenixio:
But "Expert" doesn't really do anything more than say "the most complex we offer". For a kid's toy line, where would parents expect the age range to be capped? If you expect them to start growing out of them at around 13, then "Expert" could be intended for the 10-13 age range. For a sword-swallowing set, you'd probably expect a minimum age of 13 just for the novice kit. "Expert" also needs translation for many languages, where a number followed by the plus sign works worldwide.
About the new packaging attracting adults who otherwise consider LEGO "too childish" for them... they're probably not in the LEGO Store or the LEGO aisle of other stores, so they won't see the packaging!
This kind of marketing looks like the kind of marketing you'd do if you wanted to attract the dad from The Lego Movie. As I recall, he was the villain.
No age and use skill levels?
I don't think the age range really matters, after all, you are just putting small pieces together and even when there are some special building techniques used, it is not as challenging to the point where an adult is nessesary to assemble the set.
whats next, lego star wars the skywalker saga is 18+? not funny
It's just numbers on a box. Unless they actually start producing sets that would be truly inappropriate for kids, I'll let my son play with it. That haunted mansion ride set might be too complicated for a little kid to build, but Dad can help.
Unless they decide to start doing a "Hot Sexy Lego" theme, I don't think it's a big deal.
Honestly the idea of any set being 16+ was already a joke, 18+ is ridiculous.
The logo should be black and it should come in a plain brown paper bag...
I don't get it! Why this set is 18+ when it has an 8+ appearance?
Why Rollercoaster 10261 and Ferriswheel 10247 have 16+ with the same complexity?
Lego flouted us!
The Haunted House has an "18+" label on top, and a LEGO logo near the lower left, on the front of the box. It is as if to say: it's LEGO, but since that's something associated with kids, let's be a bit more subtle about what it is.
As an AFOL, I'd rather have the logo in a top corner.
@behemothjosh said:
"Just received the A-wing which is branded "18+". My wife immediately spotted the text and asked why? It does make it feel like its somehow in the category of "MA" or "R". And I guarantee my pre-teen boys could build it.
A better question is "What kind of sets could LEGO make that are truly '18+'?""
Better not to contemplate about it too deep... )))
When you have 18+ on a product you expect that its content is harmful for kids in some way, like pornography or hard liquor. And Lego isn't like that.
Are they going to be sell in stores on places where kids can see them? Can't be selling in Lego exclusive stores, they are for kids primarily. In some countries there are big fines for kids (kids' parents) for buying products 18+. "But officer it's a toy. - No, no, here is written 18+. You are under arrest!"
Creator Expert have 16+ and that was seen as recommendation, many kids under that age got them! But now with 18+, that is restriction, they'll not get that set.
18+ is big mistake Lego. You should go with 16+ and theme called just Expert, IMO.
I did a little market research this morning!
(Disclaimer: sample size was one 32-year old woman who, at worst, tolerates my LEGO habit but disapproves of the endless stream of LEGO purchases; and at best enjoys her Unikitty collection and flappy Porg.)
"That's ridiculous! Are there going to be boobs in that set? Will it come with a shot of vodka?"
Despite earlier comments in jest about the "18+" branding and associated implications, there will definitely be some raised eyebrows & smirks from non-AFOL adults...
Maybe that's the plan though: hook 'em by getting them intrigued enough to look at the back of the box, wondering what could be so risqué about a LEGO set, then reel 'em in with the play features!
Lego gives us freedom to build whatever we like. Why does it have to be grouped into ‘Adult’? We’re now one step closer to having our NI numbers tattooed on our arms and microchips in our necks!
Are their really people out there who feel so insecure that they can’t walk into a Lego store, mingle with the families and buy a set?
Furthermore, doesn’t everyone buy large sets online... free delivery, arrives perfect, no queues.... remain anonymous! LOL
18+?
So what Lego is saying is this set falls into the same category as gore filled films, extreme violence and copious amounts of swearing? That's what I see when I see that sign. Looks very odd on a Lego set of all things. Maybe we'll get a Predator jungle set soon! complete with hung up corpses, miniguns, nuke effects and an Arnold minifig with cigar?
I think changing the label to "adult builder" "collector edition" "Lego Master Builder" or such would suit for more. Or just keep the original labeling!
If it's about people and their feelings ... grow a pair. It does feel a little odd, but if you like your hobby you shouldn't be ashamed.
@csiramokus said:
"I'm absolutely against this - Lego used to be inclusive.
What makes a football stadium or fairground haunted house 18+?
The building techniques? Come on, my 6 year old can build any modular given the time.
Not cool."
There is nothing stopping you from purchasing this for your 6 year old.
It's just branding, entirely different to, say, the age certificates for a movie, which are bound by law.
Also, having a 'mature' rating opens the door to many new possibilities that further advanced sets from play sets. We could get themes that many would never have dreamed, and TLG can justify that by their branding.
And as an ex-LEGO Store employee, I can tell you that parents don't take any notice of the age ratings. Honestly, it's win-win.
@Huw The tag you used is '18 Plus', not '18+'. Any software issues with using '18+'?
I'm sure Lego has done some research on this, but I for one will be missing the line description as it was always easier to see what new products from each line based on skill level was interesting. With an age rating this get's lost.
For me it's confusing (at the moment): Is the age rating suppposed to be related to the skill required or the subject of the set? A 200 piece set from Game of Thrones for example would be 18+ because of the subject, not because of the complexity? And a 2000 complex set about Hello Kitty would be a 6+?
I honestly would have preferred some kind of skill rating/level as @graphite mentioned.
Model making companies like Revell and Italeri do this. A skill level from 1-5 with 1 being the 4+ sets and 5 the "old" creator expert would be more logical for me than age rating.
I really don't care if it Creator Expert, 16+ or 18+, I will buy it if I like the set, or not, if I don't.
However, the commentary is hilarious and fun (and scarily indignant and hyperbolic, mixed with a little too much flavour of puritan for my liking) , but the change is worth it for popcorn alone !
@lamby750 said:
"If it is assumed that having 18+ printed on a product automatically means violent or sexual content that is a sad indictment on our society."
Over here at least, the only things labeled 18+ up to now have been products that were mandated by law to carry such a label, usually for the protection of minors due the inappropriate content of the product. The label in general carries a very negative association with it because of that, as like I said before that label implies either overly violent, sexual or unhealthy content.
Basically such a label or age restriction is required for alcohol, tobacco, weapons, porn and any type of media showing extreme violence, pornography or otherwise disturbing imagery.
I still think this is a very bad move by TLG. At least they didn't check beforehand the meaning of such a label in various cultures. It's a bit like the classic blunders of car companies like Mitsubishi, trying to sell a car called Pajero in Spanish speaking countries, or Rolls Royce and their infamous yet comical Silver Mist.
At least Johnny Depp didn't have a choice when he got his name. ;-)
@Duq said:
" @Huw The tag you used is '18 Plus', not '18+'. Any software issues with using '18+'?"
Yes, [a-zA-Z0-9.]
I say great move. A bold statement yes but a necessary one. Lego still has plenty of product (vast majority) for the younger age groups and caters to all ages well. I feel like we can see much improvement and chances that can be taken with an adult only product that would not be possible before be it certain IP or just content itself. An unfortunate byproduct of marketing what should be adult products can be seen with Speed Champions. While anyone who is a fan of the brand or cars themselves can say that the move to 8 stud was the best way to go and the possibilities have multiplied with the new 8 wide format. Meanwhile anyone who doesn't quite get it will be complaining how it is not to scale wither the mini's or city................. not sure how many mustangs in the world fir only one person but OK. Anyways this could potentially "rake" some of that out by default. I mean a person's opinion is theirs and their own and I would never tell THEM what to do but don't let it get in the way of the success for the masses is all. Even with this 10273 Haunted house. While to younger kids the addition of the powered up kit may seem like an impossible dream to adults this should be nothing.
@HUW I think they fixed the "+" limitation in 1998 with the Nokia 5160!!!! LOL
@bananaworld You may be onto something. Actually maybe remove the stigma that Lego is just for kids. A TV show alone won't do that. Keep in mind Jersey Shore.............. just because something is on TV does not make it normal.
This conversation is a sad state of the world we live in. My god - the number of people who think the new 18+ denotes something lewd, obscene, or "adult-oriented" is unreal. That's the whole point of the 18+ with the new streamlined packaging is to give the sense that these sets are a bit more grown-up than, say, a Lego pizza van. And "mature" or "grown-up" doesn't automatically mean "indecent" or "ageism." And people honestly think that because they aren't 18 that TLG is somehow excluding the or telling them they can't buy it? The whole point is packaging that appeals to adults - I for one love the new clean, streamlined look, and having worked at an LBR store for 4 years I can tell you firsthand what the effect packaging has - look no further than the boxes and whole presentation of the Technic Porsche and Bugatti. These comments are borderline asinine. It's a number - and a suggested one at that. Doesn't anyone have bigger things to worry about instead of being triggered by an age suggestion on a Lego box?
Regarding this age indicator, it's ambiguous: age class clashes age rating (FSK, USK, PG, NC-17, BBFC, ..). This leads people to missinterpretations.
TLG should should apply a build(er) level instead. As higher as difficult (TLG could certificate level 18 ;-) So they can offer level-booster, to leverage their business ^^
Otherwise consequent, TLG should put an array of labels on their boxes, e.g.
(build-level) (theme-age) (innovation-degree) (iteration) (development-time) (color-spectrum) (rare-parts-count) (prints-sticker-quotient) (fun-factor) (violence-rating) (click-rate)
18+ normally means, I will find blood and gore or barenaked ladies inside. I found neither of these (a good thing!) but two Lego-designers drunken with their own adventure-themed ideas. At least, that is what I saw. I feel, a more appropriate age range would be 40+. That's my two cents.
@Slobrojoe said:
"This is probably going to put the sales down."
Lol, what?! This is a very big move to LEGO. And it'll be exciting when you build adult sets in like 12 years old. You can feel like you're adult, or something like that. But this won't put the sales down
@shirhac said:
"18+ normally means, I will find blood and gore or barenaked ladies inside..."
And here's the problem with society today; people looking for confrontation.
If it wasn't already clear enough that A) the product is produced by a toy company, then B) the product image clearly shows that the themes you are looking for don't appear to be present, and that C) inline with other Lego products, the age reflects the target audience.
After actually taking a look at the new boxes, I think that my initial negative reaction was probably a bit unwarranted. I was under the impression that there would be a big prominent "18+" logo to replace the Creator Expert logo, when in reality the 18+ is just the age recommendation to go along with the new box design. Seeing that that is the case, I think that any negative connotations I was worried about aren't really an issue.
Is this feedback making its way back to the Lego Group?
Basically we are doing focus groups for free...I'd really hope they listen to this.
It's not a deal-breaker it's not about the set it's about the whole idea.
@csiramokus said:
"Is this feedback making its way back to the Lego Group?
Basically we are doing focus groups for free...I'd really hope they listen to this.
It's not a deal-breaker it's not about the set it's about the whole idea."
I'm pretty confident they read this, since it's a renowned fan website.
@Huw, will you be tagging these sets as Creator Expert too, for consistency?
Why would you want to tag 18+ sets as Creator Expert? It's not the same. The Star Wars helmet collection is labelled/ tagged 18+ but would not have been Creator Expert.
And City sets aren't tagged as 'Town' for consistency are they?
"I am sure any competent teenager can tackle a LEGO set of any size so the age marking on the box seems to have changed from being a guide to a set's suitability to a marketing tool."
I wish I was more surprised by this. It is indeed a marketing tool -- adults are insecure and do not feel comfortable buying "children's toys". Many AFOL's here will feel a little shamed because they are secure enough with their hobby, but many, many more people are not. I have seen stuff like this elsewhere in the last five or so years - a growing effort to again, segregate adult/"collector"-aimed product from kids' product, and I think it's a shame, but by now it's no surprise for me to see LEGO running with the trend. You might notice similarly parents may often rely hard on the box ages when giving to their children.
I come from the kind of place where "18+" implies very explicit adult content so it'll never sit right with me, but again, not surprised and not going to complain personally for LEGO.
I think it's great, a kid can't afford a 350 dollar set anyways so why market it towards them? Of course kids can build this sort of thing, but I really appreciate that they're trying to capture a more adult audience, especially with all of the adventurers references.
@Slobrojoe said:
"This is just stupid, LEGO. The point is to bring families together, to build relationships (pun unintentional) and this is just breaking them apart. In this uncertain situation, people should be coming together, but you're picking up on the petty differences that make us human. Creator Expert was supposed to be a challenge and a chance to expand on your skills. Now, a 13 year old will go up to a LEGO set, thinking it looks really cool and then the realisation that there's an 18+ tag and it makes them feel bad because if they try to do that set, it will give the impression that they are trying to be something that they are not. People should be allowed to make a decision unbiased by LEGO. That is the difference between a challenge (Creator Expert) and almost an insult (18+).
This is probably going to put the sales down.
More fool you, LEGO."
Haha! Are you for real!? It's packaging design, not an evil plot to destroy families and make 13 yos feel bad about themselves. That's the silliest thing I've read in a long time.
In 2008 I got for Christmas 10182 Cafe Corner. I wasn't even five years old. Building took me about two weeks. It was a long time ago, but I remember it well. It wasn't complicated but the model was very detailed. When I was 10 years old I built it again and has been on my shelf since this time. In 2014 I already had much more experience with Lego bricks...
Who would have thought that a few years later it would cost 10 times as much as in 2007/2008?
@graphite said:
"I say bad move. They really should ditch the age marking all together and just come up with a like 3 or 4 tier description of how hard a set is. There are a lot of young kids that have the problem solving skills to build anything LEGO puts out, and there are a lot of adults that couldn't build their way out of a bag of chips. Although the later aren't likely to even try out building with LEGO."
I heard that they need to have the age markings due to legal reasons, the same reason that sets in some places have piece numbers on the box, and in others they don't.
@Sanyiman:
I've been curious about that for a while now. I know that sets in the US always have the piece count printed on the box, and that sets sold in (parts of?) Europe usually do not. I've never heard a really solid explanation for why this is the case.
Definately against the labelling of the box as "18+". I doubt any store assstant anywhere has ever stopped a 5 year old buying something that had "8+" on the box but I guarantee that somewhere an under 18 will try to buy a set marked "18+" and will be refused. If you put an age rating of 18+ on a box it says to people "unsuitable for minors" - that is not what Lego is about.
Unless, for example, they are planning on producing a Playboy Mansion with Hugh Hefner and Bunny Girls then I see no sense.
Wasn't the point of the Lego Movie that everyone should play with Lego? While I like looking at MOC's of military and not for kids properties (Deadpool, etc), I never want to see sets created for them. I doubt that's the roadmap for this though. The term Creator Expert was an inclusive term and 18+ is just the opposite.
On the subject of 18+ sets, I notice that the Stormtrooper and Boba Fett helmet sets are already retired. So, available for only about a month and already sold out. Was that Lego's intention that these sets would have such a limited release? Disappointing.
Rated R ??
Now it's a good excuse to NOT BUY these sets to our kids :
- James, this LEGO isn't for you. You don't have 18....
- Mum, i really like it ... ??
So now i want Game of Thrones and Breaking Bad !! ??
@Stoker_stu i
I want this new modular.... :D
I find the new labelling interesting: When I hear about a lego set being 18+ several ideas come to mind: the price, the complexity; the subject matter or the fact that it is explicitly for display rather than play.
The haunted house set adds another level: Nostalgia. if you didn't grow up with Adventurers, you may not get the same joy out of the build as someone who did.
Also...fiddly powered up mechanisms aspects...If you are young ( and I don't mean 14-18), and you build this, you may well get really frustrated if it doesn't work well the first five times...
It reminds me of the 15+ rated Sesame Street complication VHS released for the 40th anniversary: the rating was not because of subject matter, but because society's values and attitudes had changed from that which we should perhaps be teaching our children today.
@julianbricks said:
"What was wrong with 16+?"
Probably because 16-17 don't have that much money yet :)
@Bricktastic_builder:
It's happened to weirder. In Finland, box sets of family drama Little House on the Prairie have an "adults only" rating. Their rating board charges a fee based on how many minutes of material they have to review. With over 200 episodes combined, the review fee for a full series box set was so high that they decided to just skip the whole process. If you release something as "adults only", you aren't required to pay for the review, and they figured their potential customers would be able to figure it out.
I don't care for this detail.
What really matters is the quality of the bricks/pieces, good design of the sets and appropriate pricing.