LEGO has just released a press release stating that they are going to consolidate some of their adult themed sets under a new umbrella titled LEGO Icons.
As most of you already know, LEGO retired the “Creator Expert” label almost two years ago but that category still remained in LEGO Stores and Shop@Home around the world till this day.
I was probably one of the few who didn’t see the need to retire of the “LEGO Creator Expert” moniker as I felt that LEGO should be about creativity and the challenge of it.
I understand the need for branding but I didn’t see anything inherently wrong with “Creator Expert”, it just hinted at a higher difficulty level which was already reflected in the age recommendation.
From June 1st, 2022, we will be uniting many of our adult focused LEGO sets under the name LEGO Icons to help our adult consumers easily to find new, immersive builds or models that link to their interests and passions, particularly when shopping or browsing online. The name LEGO Icons will span all of our sets designed for older builders that are not already part of an existing LEGO theme such as LEGO Technic, LEGO Ideas or LEGO Architecture.
LEGO Icons also does nothing for me in terms of letting me know what the set is really about nor does the complexity of the set.