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  • The LEGO® Group acquires BrickLink, the world’s largest online LEGO® fan community and marketplace to strengthen ties with adult fans


    Sara Skahill

    Acquisition will strengthen the LEGO® Group’s engagement with its growing community of adult fans.  

    BILLUND, Denmark, November 26, 2019:  The LEGO® Group today announced it has acquired BrickLink Ltd (www.bricklink.com), the world’s largest online community of adult LEGO fans from NXMH to strengthen its connection with its important adult fan base.

    The BrickLink platform has more than one million members and comprises an online marketplace of more than 10,000 stores from 70 countries; a digital building software where builders can design and showcase their creations; and a vibrant online community where fans share ideas and builds.

    The platform was founded in 2000 by Dan Jezek as a way to connect like-minded adult LEGO fans from around the world.  It was acquired in 2013 by NXMH, which is owned by Korean entrepreneur Jung-Ju “Jay” Kim. BrickLink is headquartered in Irvine, California. 

    The LEGO Group CEO, Niels B Christiansen said: “Our adult fans are extremely important to us.  They are passionate, committed and endlessly creative.  We have worked closely with the community for many years and look forward to deepening our collaboration.  We plan to continue to support BrickLink’s active marketplace and evolve the digital studio which allows our talented fans to take their creativity to the next level.”

    Jung-Ju “Jay” Kim, owner of NXMH, said: “It has been a privilege to lead the transformation of BrickLink during the past six years.   I am grateful to the community for being so welcoming, supportive and constructive.  I am constantly amazed by everyone’s endless creativity and their love for building.  I am confident the platform will be in good hands with the LEGO Group. As a fan myself, I can’t wait to see what’s next.”

    The LEGO Group’s Chief Marketing Officer, Julia Goldin, said:  “BrickLink provides the LEGO Group with a unique opportunity to connect with adult fans through new channels and exciting experiences.  We’ve recently collaborated with BrickLink on a range of crowd-sourced sets to celebrate the 60th anniversary of the brick.  We learned a lot and are keen to explore more ways of working together to create value.  We look forward to collaborating further with our adult fans, while retaining and nurturing the independent spirit of the digital platform.”

    The acquisition also includes Sohobricks which makes small batches of building elements.

    Financial terms of the acquisition were not disclosed. Closing is expected to occur before the end of 2019. 

     

     

     

    About the LEGO Group:  

    The LEGO Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO® bricks, allows children and fans to build and rebuild anything they can imagine.  The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words LEg GOdt, which mean “Play Well”.  Today, the LEGO Group remains a family-owned company headquartered in Billund. However, its products are now sold in more than 140 countries worldwide. For more information: www.LEGO.com.

    About BrickLink

    BrickLink is an online marketplace for LEGO® products and represents a vibrant adult fan community. The website was founded in April 2000 and currently has more than 1 million members. For more information: www.bricklink.com and @bricklink on IG and Twitter.

     

    Read an interview with Julia Goldin, Global Chief Marketing Officer at The LEGO Group with Brickset and the Brothers Brick.

    Edited by Sara Skahill

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    Wow!

    That's really unexpected 😮

    So many questions!

    Edited by Tony Graham
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    I am quite intererested in how that will change the BrickLink. I hope, AFOLs will only benefit and there will be no wrong consequences to community. 

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    Totally out of the blue, and you have to wander how this will affect store owners.

    I see there's an interview with Julia Goldin the Global Chief Marketing Officer here - https://brickset.com/article/47293/the-lego-group-acquires-bricklink#.Xd0h70X7WX0.facebook

    You do have to wonder if this means certain store owners may be able to get pieces directly from Lego moving forward.

    Edited by Tony Graham

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    @Tony Graham  

    8 minutes ago, Tony Graham said:

    You do have to wonder if this means certain store owners may be able to get pieces directly from Lego moving forward.

    It’s too early to make any commitments in that area – that’s something we will look at after closing.  We will work closely with those involved in BrickLink to get the full picture before making any decisions.  However, we know that element availability is important to the community!

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    6 minutes ago, Sara Skahill said:

    @Tony Graham  

    It’s too early to make any commitments in that area – that’s something we will look at after closing.  We will work closely with those involved in BrickLink to get the full picture before making any decisions.  However, we know that element availability is important to the community!

    Thanks Sara!

    I'm not sure what I was expecting as an answer, but just the fact that it's even being considered is great news!
     

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    6 minutes ago, René Virsik said:

    Do we need 2 themes on the same topic?

    One more for ambassadors, one for public comments...I'll be trying to answer questions in both places :)

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    4 minutes ago, Fernando Correia, TechnicBRICKs said:

    I swear my first reaction was to look at the calendar!...
    1st of April? Already!??

    My reaction, too!

    I'm still not sure if this will be a good or bad thing for the fan community, I'll make up my opinion once details emerge.

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    SohoBricks is located in S.Korea. It's a lot of surprise to take over including SohoBricks.
    I hope everything works out in favor of AFOLs.

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    This is a massive surprise, especially since it is not April 1. It is also somewhat of a relief. There are so many questions yet to be answered on how various things will be handled it will be interesting to watch.

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    I will agree with everyone else here.  It was a complete surprise.  Bricklink is critical to many of us and it is so far very encouraging to hear LEGO saying they plan to make minimal changes.  I think there are undoubtably potential benefits (as well as pitfalls) to the AFOL community and as many have said it will be very interesting to watch as time progresses. 

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    It seems like a good idea, I'm only worried about the customized-pieces sellers. Any news on that? 

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    I wonder if this means that there could be exclusive Lego part on bricklink Supplied by Lego.com and what this means for bricks and pieces on Lego customer service because Bricklink was there competitor     

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