[RSS]: LEGO ditches Creator Expert branding in favour of 18+ marking

[Brickset]

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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