LEGO Gets It, Designs New Star Wars Kits And Packaging Aimed At Adults
by Rudy Sanchez on 03/18/2020 | 2 Minute Read
While some adults buy LEGO kits they secretly covet under the guise of “it’s for the kids,” the Danish toymaker recognizes that grownups like clicking together their little bricks together too.
Some kits, such as those from Architecture series, which feature famous buildings from around the globe, are less about superheroes and pirates, and more about art, design, and history. Complicated licensed kits, such as the Millenium Falcon, are also popular with adults, especially considering the hefty price tag and lengthy build time. However, LEGO’s latest Star Wars kits featuring helmets worn by the franchise’s villains, is aimed squarely at adults with packaging to match.
The Star Wars helmet kits stand about 7 inches tall, are composed of over 600 pieces, and include a display stand. At launch, there are three kits, Stormtrooper, TIE fighter pilot, and Boba Fett. The sets are recommended for builders 18+ years old, making it clear this isn’t for the kiddos.
The packaging is likewise more sophisticated than your run-of-the-mill LEGO box, as the dark packaging comes with more understated Star Wars and Disney branding. The black boxes also feature photography of the costumes that inspire the kits.
The slick, minimal packaging will get applied to all future kits across the LEGO brand they market to older builders. In addition to the packaging change, instruction materials and related content will also see a change geared towards adults.
“Our older fans often look for building challenges related to their passions or interests, and many want to display models once they have completed the build,” says Genevieve Capa Cruz, Audience Strategist at the LEGO Group in a news announcement. “The new stylish packaging reflects the sophisticated LEGO build process to clearly differentiate our sets that appeal to adults from those that are loved by our younger fans. The design for different products will also use cues from our older fans’ favorite films, sports, or hobbies to help them choose their next challenge and get them excited to proudly display their creations when complete.”
LEGO Star Wars Helmet Collection is available for pre-order now and will ship next month.