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Why was the UK chosen for the product variant pilot?

The surprising announcement that five updated variants of existing sets, with alternative colours or subtle design alterations, has provoked many understandable questions.

Why the UK and Ireland were chosen to conduct this pilot program has elicited particular interest and the question was asked during a roundtable interview. This interview involved Lena Dixon, Senior Vice President of Product Development, Senior Designer Mike Psiaki and representatives from multiple Fan Media, including Brickset.

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