Innovation and creativity take the spotlight as The 2021 Licensing Awards finalists are revealed

From Ghostbusters Trap Incense Burners and LEGO Super Mario, to Gruffalo recycled bedding, innovation has found itself at the forefront of this year’s shortlisted finalists of The2021  Licensing Awards.

Whether it’s within the Best Sustainable Licensed Product category, or one of the nine finalists in the Best Licensed Written, Listening, or Learning Range, in its endeavour to celebrate the best in licensing partnerships across the industry, it will likewise be throwing the spotlight on some of the best examples of innovation and creativity that the sector has to offer.

Making its return to its physical format this year, The 2021 Licensing Awards will once again fill The Great Room of The Grosvenor House Hotel in London to herald an industry-wide reunion of licensees, licensors, licensing agencies and everyone else the sector has to offer, this September 14th.

Categories will span Best Licensed Live Event, Best Licensed Toys or Games Range, and Best Retailer of Licensed Products (preschool and kids), all of which deliberated over by a judging panel of more than 200 retail buyers from Asda, B&M, Blue Diamond Group, Character.com, Clarks, The Entertainer, Forbidden Planet and more.

“After the year and a half that we have all had, it feels all the more triumphant to be able to announce the finalists in The Licensing Awards 2021 – with the winners being revealed at a physical awards event on September 14th, which will be some reunion,” said Ian Hyder, joint managing director of Max Publishing, owners and organisers of the event.

In addition to the returning categories this year, a new consumer award category will be joining The Licensing Awards 2021, with details being revealed soon.

“The Licensing Awards truly celebrate all that is great about the licensing community. The level of support and input has been incredible and we just can’t wait to get everyone back together at the awards event this year,” added Jakki Brown, joint managing director of Max Publishing.

All winners will be announced at a physical evening awards event on Tuesday, September 14th, held in The Great Room at The Grosvenor House Hotel in London.

The Licensing Awards 2021 finalists, are:

THE UK RISING STAR AWARD
This is a Licensing International UK award. The award is designed to recognise excellence among junior industry professionals in the United Kingdom under the age of 35.

Abbie Burrows, category manager hardlines and FMCG of Hasbro UK & EMEA
Jessica Campbell, licensing manager – Europe of National Football League (NFL)
Janna Kirkby, associate licensing manager of Acamar Films
Chelsea Schep, senior licensing manager of IMG
James Barlow, export manager of Rainbow Productions
Olivia Wiggett, associate commercial manager of The Point.1888
Lucy Williamson, manager brand management of Beanstalk

RETAIL CATEGORY FINALISTS

BEST RETAILER OF PRESCHOOL LICENSED PRODUCTS (AGE GROUP 0-5)

Character.com
The Entertainer
George@Asda
Nutmeg at Morrisons
Tesco
Next

BEST RETAILER OF KIDS’ LICENSED PRODUCTS (AGE GROUP 5-16)

Asda
Character.com
The Entertainer
Next
Smyths Toys
Tesco

BEST RETAILER OF ADULT LICENSED PRODUCTS

Asda
ASOS
Forbidden Planet
HMV
Primark
Tesco

THE RADAR AWARD

B&M
Card Factory
Zavvi
The Range
Studio.com
Superdrug

BEST OVERSEAS RETAILER

Aldi
H&M
Pull & Bear
Uniqlo
Urban Outfitters
Zara

BEST LICENSED RETAIL MARKETING INITIATIVE

MTV x River Island x British Fashion Council with Iceberg, Music Meets Fashion Competition
Natural History Museum x Finisterre, The Resilience of Nature Campaign
KFC and Comic Relief’s Merry Clucking Christmas Campaign
Mrs Hinch Exclusively at Tesco Campaign
Peppa Pig x Regatta at Next
The Rolling Stones RS No.9 Carnaby Street Activity

BEST LICENSED PROMOTIONS CAMPAIGN

Peppa Pig with National Children’s Gardening Week Campaign
PJ Masks Superhero Bedtime campaign for UNICEF UK
Pokémon Happy Meals Promotion with McDonald’s
Tom and Jerry and Xplora: The Movie Partnership (Agency: Lime Communications)

BEST LICENSED LIVE EVENT

The Crystal Maze LIVE Experience from Little Lion Entertainment
Dennis & Gnasher’s Big Bonanza at Royal Botanical Gardens Kew and Wakehurst Place
Doctor Who: A Dalek Awakens at Resorts World from Escape Hunt
The Gruffalo Adventures at Royal Botanical Gardens Kew Gardens
Peppa Pig Afternoon Tea Bus Tour from Brigit’s Bakery
Peter Rabbit Christmas Grotto at Centre:MK from Eskimo Jo Events
Warhammer 40,000 Immaterium Escape Room from Escapologic
Zog and the Quest for the Golden Star at Warwick Castle from Merlin Entertainments

BEST LICENSED TOYS OR GAMES RANGE

Adventures of Paddington Toy Range from Rainbow Designs
CoComelon Toys from Bandai
The Gruffalo Master Toy Range from Wow! Stuff
Maya Angelou Inspiring Women Barbie Doll from Mattel
Mini Brands Collectables from ZURU
Peppa Pig Wooden Mud Kitchen from HTI
Back to the Future Range from Playmobil UK
Pokémon Toy Range from Character Options
Super Mario Range from The LEGO Group

BEST LICENSED DRESS-UP OR PARTYWARE

DC Superheroes Sustainable Dress-up Range from Amscan
Disney Princess Collection for George@Asda from Christys by Design
Disney Princess Premium Range for Sainsbury’s from Smiffys
Harry Potter Boy’s Suitmeister Dress-up from OppoSuits
Mog The Cat Deluxe Costume from Smiffys
Peppa Pig Careers Dress-up Collection from Christys By Design
Pokémon Dress-up and Partyware Collection from Amscan
Roald Dahl’s Matilda Costume for Tesco from Smiffys
Star Wars, The Mandalorian Costume for TU Sainsbury’s from Rubies Masquerade

BEST LICENSED PRESCHOOL APPAREL OR ACCESSORIES RANGE (0-5 YEARS)

Elmer the Patchwork Elephant SS21 Collection from JoJo Maman Bébé
The Gruffalo Footwear Range for Next from Brand International
The Jungle Book Collection x Baby World from Primark
Peanuts Collection from Cribstar
Peppa Pig Collection from Regatta Outdoors
Peppa Pig Toddler Girls Range for Tesco from Fashion UK Global Licensing
Peter Rabbit Collection from Cath Kidston
Peter Rabbit Classic SS21 Collection for Nutmeg at Morrisons from Dennicci
We’re Going On A Bear Hunt SS21 Collection for Asda from Jainco

BEST LICENSED CHILDREN’S APPAREL OR ACCESSORIES RANGE

Barbie x Very.com Powered by Kindness Girls Athleisure Range from Very
LEGO x Adidas Children’s Footwear from Adidas
LEGO Ninjango X Hype Collection from Global Brands Group
Miffy Collection for Next from Fashion UK Global Licensing
Peppa Pig Girls Night Time Range for Tesco from Misirli
Roald Dahl x Natural History Museum Extraordinary Explorers Clothing Range from M&S
Roald Dahl Pyjamas Nightwear for TU at Sainsbury’s from Aykroyd and Sons
Super Mario Range for Zara from Fashion UK Global Licensing
The Wizarding World Kids Fashion Range from M&S

BEST LICENSED ADULT APPAREL OR ACCESSORIES RANGE

Barbie 1959 Collection from Zara
Dr Seuss Collection from Irregular Choice
Friends Women’s Range from Tesco
Harry Potter In The Style Sweatshirts from Brands In
Mickey Mouse Cares Range from Primark
Minnie Mouse Cookies Backpack and Headband Combo from Loungefly by Funko
The National Gallery Collection for ASOS from Poetic Brands
Peter Rabbit Women’s Collection from Cath Kidston
Pokémon 25th Anniversary Collection from The Hut Group

BEST LICENSED WRITTEN, LISTENING OR LEARNING RANGE

Adventures of Paddington Fun to Learn Magazine from Redan Publishing
BBC Earth Blue Planet II Book from Penguin Random House
Elf on the Shelf Magazines from Signature Publishing
LEGO Explorer Magazine from Story House Egmont
L.O.L. Surprise! Sticker Books from Centum Books
Mr Men Little Miss Books from Farshore Books
PAW Patrol Chase Tonie from Tonies
Peppa Pig Ladybird Range from Penguin Random House
Timmy Time Ladybird Readers Beginner Level Books from Penguin Random House

BEST LICENSED PAPER PRODUCTS OR STATIONERY RANGE

Animal Crossing Villager Squares Stationery Collection from Pyramid International
The Beatles Song Titles Greeting Card Range from Hype Associates
Boofle Stay at Home Greeting Card Range from Moonpig
The Gruffalo Stationery Range from Robert Frederick
The Mandalorian – The Child Greeting Card Range from UK Greetings
Minnie Mouse Positivity Collection from Hallmark Cards
Only Fools and Horses 40th Anniversary Stamp Collection from Royal Mail
Peaky Blinders Calendar, Diary, Greeting Cards and Gift Bag Collection from Danilo Promotions
Spitting Image Greeting Cards Range from Emotional Rescue

BEST LICENSED GIFTWARE RANGE, HOME DÉCOR, TABLEWARE OR HOUSEWARES RANGE

A Celebration of the National Trust Fabric Range from Sanderson Design Group
Mickey & Friends Collection from Mad Beauty
Minecraft Gift and Homewares Range from Paladone Products
Monopoly Personalised Homewares and Gifting Range from Star Editions
Mrs Hinch Collection from Tesco
PAW Patrol Coverless Carefree Bedding from Character World
Peanuts 70th Anniversary Homewares and Gift Collection from Cath Kidston
Pokémon 25th Anniversary Giftware from Abysse Corp
Roald Dahl x Natural History Museum Extraordinary Explorers Range
Homeware Collection from M&S
The Wizarding World Collection from Wow! Stuff

BEST LICENSED FOOD OR DRINK RANGE

Barratt x Iceland Ice Creams from Ice Fresh
Ghostbusters Candy from Rose Marketing
Harry Potter Confectionery for M&S from Kinnerton Confectionery
Mr Men Little Miss Confectionery from Crème d’Or
Original Stormtrooper Galactic Dry Gin from Blue Tree
Peaky Blinders Wine from Vignobles Bardet
Peter Rabbit Classic Chocolate Novelties Easter Collection from Cadbury’s
Wallace & Gromit Biscuit Collection from Deans of Huntly
Xbox Celebration Cake from Finsbury Foods

THE INNOVATION AWARD

Batman Cape Backpack from Bioworld International
Crayola Rainbow Toothpaste from H&A
Ghostbusters Trap Incense Burner from Numskull Designs
Hey Duggee Plush Chair from 8th Wonder
LEGO DOTS Range from Levi’s
Marvel Battleworld Range from Funko
Minecraft Block Building Light from Paladone Products
Peppa Pig’s Clever Car from Wow! Stuff
Scooby-Doo Products for Dogs from Fred & Ginger

BEST SUSTAINABLE LICENSED PRODUCT

Alice Scott Gift Range for Tesco from H&A
The Beano, Dennis’ 70th Anniversary Limited Edition Tartan from The Prickly Thistle Scotland
Grand Designs Sofas from The Branded Furniture Company
The Gruffalo Pop-out Play-set from Play Press Toys
The Gruffalo Repreve Recycled Bedding Collection for ASDA from Dreamtex International
Jurassic World: Camp Cretaceous Happy Meal from The Marketing Store)
National History Museum The Resilience of Nature Range from Finisterre
Peppa Pig Brand Threads Nightwear Range from Cooneen By Design
Peppa Pig Eco Plush from Character Options

PROPERTY CATEGORY FINALISTS

BEST PRESCHOOL LICENSED PROPERTY (AGE GROUP 0-5)

Baby Shark
Bing
CoComelon
The Gruffalo
Hey Duggee
PAW Patrol
Peppa Pig
Teletubbies
That’s Not My…
Thomas & Friends

BEST CHILDREN’S OR TWEEN LICENSED PROPERTY (AGE GROUP 5-12)

Barbie
Jurassic World
LEGO
L.O.L. Surprise!
Miraculous
NERF
Trolls
Wizarding World
The World of David Walliams

BEST TEEN OR ADULT LICENSED PROPERTY

Barbie
Emoji
Friends
The Grinch
The Mandalorian
Marvel Universe
Peaky Blinders
Stranger Things
Wizarding World

BEST GAMING LICENSED PROPERTY

Animal Crossing
Assassin’s Creed
Destiny
Fortnite
Minecraft
Pokémon
Roblox
Sonic The Hedgehog
Super Mario
Warhammer

BEST FILM LICENSED PROPERTY

Cruella
Peter Rabbit 2: The Runaway
Tom and Jerry: The Movie
Wonder Woman 1984

BEST MUSIC OR CELEBRITY LICENSED PROPERTY

The Beatles
Billie Eilish
BTS
Hearts by Tiana
Motörhead
Mrs Hinch
Queen
The Rolling Stones

BEST SPORTS LICENSED PROPERTY  

Arsenal Football Club
British & Irish Lions
Chelsea Football Club
England Football
England Rugby
Liverpool Football Club
Manchester City Football Club
Manchester United Football Club
NFL
NFL Players Association
Tottenham Hotspur Football Club

THE CLASSIC LICENSED PROPERTY AWARD
This award is for properties that have stood the test of time (with at least a decade of licensing activity). The winner will join previous winners in The Licensing Classics Hall of Fame. Previous year’s winners are Barbie, The Beano, Peppa Pig, Peter Rabbit, Pokémon, Mickey Mouse, Miffy, The Snowman, Star Wars and Thomas & Friends.

This year’s finalists are:

Batman
In the Night Garden
Me to You
Minnie Mouse
Mr Men Little Miss
Paddington
Peanuts
Roald Dahl
Sesame Street
Spider-man
The Very Hungry Caterpillar
Wallace & Gromit

Honorary Achievement Award
There are no finalists announced for this prestigious award. It will be given to someone in recognition of their contribution to the industry.

Tickets and tables can be reserved quickly and securely online by visiting Max-Tickets.net or by contacting Clare Hollick at Create Events: clare@createvents.co.uk or phone +44 (0)1183 340085.

Peanuts Worldwide taps brand executive and licensing expert Tim Erickson as Executive Vice President of Brand

Peanuts Worldwide has appointed the consumer products and brand executive, Tim Erickson as its Executive Vice President of Brand, Peanuts Worldwide, a role in which he will oversee the team managing the brand’s global licensing business.

Working alongside the family of Peanuts creator, Charles M. Schulz as well as WildBrain’s content and management teams and the brand’s co-owners, Sony Music Entertainment (Japan), Erickson will help sustain a global licensing approach that remains true to the heritage of the Peanuts brand.

Within his remit, Erickson will over the opening of new licensing, partnership, and retail opportunities, as well as support brand marketing and leverage new content launches. The plan is to expand the global presence of the Peanuts brand as it approaches its 75th anniversary in 2025.

Based in New York, Erickson reports to Eric Ellenbogen, CEO of WildBrain, the majority owner of Peanuts.

Ellenbogen said: “I’m delighted that Tim has joined the team at this important moment for the Peanuts brand. The response to our original series The Snoopy Show and Snoopy in Space on Apple TV+ and to our ‘Take Care With Peanuts’ initiative has been nothing short of fantastic.

“With lots more new content rolling out worldwide in the coming years in partnership with Apple TV+, the Peanuts gang has never been more popular. Working in tandem with our Peanuts content team, Tim will bring a breadth of experience at the intersection of family entertainment and consumer products that makes him the ideal person to lead the evergreen Peanuts licensing business.”

Erickson brings more than 20 years’ experience in consumer products and brand building to the role, having worked for global leaders in the space including Twentieth Century Fox, DreamWorks, Disney, and LEGO. He most recently held the position of Chief Operating Officer at the media company GoldieBlox, creating innovative STEM-focused brand experiences for girls through consumer products, retail and storytelling, as well as overseeing the company’s business development and operations.

Erickson said: “As a lifelong Peanuts fan, I’m elated to join Peanuts Worldwide. I’ve long admired Charles Schulz’s storytelling, both personally and professionally, so I look forward to engaging with the team and our partners to continue telling meaningful Peanuts stories through content, products and experiences that will engage fans for generations to come. I’m so excited about the opportunity to connect the Peanuts content pipeline with fan engagement around the world.”

LEGO unveils the LEGO Star Wars Republic Gunship in latest Ultimate Collector’s line up

A new LEGO Star Wars Republic Gunship construction set has become the latest addition to the LEGO Group’s Ultimate Collector’s line-up, having triumphed in the public vote via the company’s LEGO Ideas platform.

The Republic Gunship rose supreme when LEGO invited fans to vote on the top three requested sets across the fan engagement and creativity platform, securing an impressive 30,000 votes, accounting for 58 per cent of all votes cast.

Inspired by Star Wars: Attack of the Clones and featured in the animated series, Star Wars: The Clone Wars, the new set weighs in at 3,292 pieces and includes LEGO Star Wars minifigures of Jedi Master Mace Windu, and a Clone Trooper Commander.

The challenge of creating the Star Wars Republic Gunship in LEGO brick form was given to designer, Hans Schlömer who used his experience – including designing the UCS Millennium Falcon and UCS A-wing – to complete the task.

To date, the LEGO Group has developed around 150 LEGO Star Wars sets inspired by the prequel trilogy films (Star Wars: The Phantom Menace, Star Wars: Attack of the Clones, and Star Wars: Revenge of the Sith), with this set being the third UCS prequel-themed build.

Others in the line up have included Darth Maul and Obi-Wan’s Jedi Starfighter.

The Gunship’s large free-swinging doors on both sides are some of the largest moving parts ever created in a LEGO Star Wars build and the set is completely open beyond the nose portion. Given the size of the LEGO Star Wars ship, a supportive LEGO Technic frame has been incorporated, hidden by the exterior panels and allowing Clone Troopers to load for their next mission via lift arms on the passenger compartment doors.

Jens Kronvold Frederiksen, creative lead of LEGO Star Wars at the LEGO Group, said: “Our fans are always coming up with concepts and ideas for the LEGO Star Wars range – so it was great to give them the opportunity to let their voices be heard and choose the next UCS set.

“There is always an enormous responsibility to deliver a quality design, and the set that Hans has crafted is a triumph, particularly the size. We knew our fans would want to display this model but we didn’t want to compromise on the scale versus the ability to exhibit it. I can’t wait to see how the fans incorporate the set into their Star Wars collections.”

The LEGO Star Wars Republic Gunship set will be available starting on August 1, 2021 via LEGO Stores and LEGO.com and will retail for the recommended price of £329.

LEGO unveils the LEGO Star Wars Republic Gunship in latest Ultimate Collector’s line up

A new LEGO Star Wars Republic Gunship construction set has become the latest addition to the LEGO Group’s Ultimate Collector’s line-up, having triumphed in the public vote via the company’s LEGO Ideas platform.

The Republic Gunship rose supreme when LEGO invited fans to vote on the top three requested sets across the fan engagement and creativity platform, securing an impressive 30,000 votes, accounting for 58 per cent of all votes cast.

Inspired by Star Wars: Attack of the Clones and featured in the animated series, Star Wars: The Clone Wars, the new set weighs in at 3,292 pieces and includes LEGO Star Wars minifigures of Jedi Master Mace Windu, and a Clone Trooper Commander.

The challenge of creating the Star Wars Republic Gunship in LEGO brick form was given to designer, Hans Schlömer who used his experience – including designing the UCS Millennium Falcon and UCS A-wing – to complete the task.

To date, the LEGO Group has developed around 150 LEGO Star Wars sets inspired by the prequel trilogy films (Star Wars: The Phantom Menace, Star Wars: Attack of the Clones, and Star Wars: Revenge of the Sith), with this set being the third UCS prequel-themed build.

Others in the line up have included Darth Maul and Obi-Wan’s Jedi Starfighter.

The Gunship’s large free-swinging doors on both sides are some of the largest moving parts ever created in a LEGO Star Wars build and the set is completely open beyond the nose portion. Given the size of the LEGO Star Wars ship, a supportive LEGO Technic frame has been incorporated, hidden by the exterior panels and allowing Clone Troopers to load for their next mission via lift arms on the passenger compartment doors.

Jens Kronvold Frederiksen, creative lead of LEGO Star Wars at the LEGO Group, said: “Our fans are always coming up with concepts and ideas for the LEGO Star Wars range – so it was great to give them the opportunity to let their voices be heard and choose the next UCS set.

“There is always an enormous responsibility to deliver a quality design, and the set that Hans has crafted is a triumph, particularly the size. We knew our fans would want to display this model but we didn’t want to compromise on the scale versus the ability to exhibit it. I can’t wait to see how the fans incorporate the set into their Star Wars collections.”

The LEGO Star Wars Republic Gunship set will be available starting on August 1, 2021 via LEGO Stores and LEGO.com and will retail for the recommended price of £329.

LEGO launches its first experiential pop-up retail and activity tour of the UK

The LEGO Group is hitting the road with the launch of its first experiential pop-up tour of the UK this summer, hitting major cities including Southampton, Liverpool, Edinburgh, and Bristol.

Called the LEGO Pop & Play Tour, the out of store experiential activation with set up ‘shop’ within major shopping centres around the UK, each hosted by LEGO Retail stores and their store associates. The free family event will encourage kids and families to unleash their creativity through a range of play experiences.

Visitors will be able to take part in a number of activity stations, including cupcake decoration with LEGO DOTS, vehicle building with LEGO City, embarking on a scavenger hunt to spot balloons and horses with LEGO Friends, and creating their own beat with the LEGO VIDIYO studio.

After completing each station, families will receive a rosette and by simply collecting two, can head to a local LEGO store in the area to collect a free gift.

Alison Wood, retail director of UK LEGO Stores, said: “We’re looking forward to taking our first ever LEGO Pop & Play Tour around the UK. Summer 2020 was disappointing for many families, so we hope this free, family event helps make up for it and gives them the chance to unleash their creativity.

“With LEGO City, Friends, DOTS and VIDIYO, we’ve ensured there’s something for all interests, whether that be arts and crafts, vehicles or music. With a free gift up for grabs for every family, taking part is a no-brainer.”

The LEGO Pop & Play Tour includes the following locations and tickets are available at here:

Southampton 7th & 8th August, Bargate

Liverpool 14th & 15th August, Liverpool Onn

Edinburgh 28th & 29th August, St James Quarter

Birmingham 4th & 5th September, Bullring

Bristol 11th & 12th September, Cabot Circus

LEGO and Volkswagen launch latest version of the LEGO VW T2 Camper Van

The LEGO Group has struck up a partnership with the German car manufacturer Volkswagen to launch the latest version of the ubiquitous LEGO Volkswagen T2 Camper Van, expanding upon its portfolio of cult vehicle LEGO builds.

The new LEGO Volkswagen T2 Camper Van is based on its namesake of the late 1960s and ’70s and succeeds the previous LEGO Creator Expert Volkswagen T1 Camper Van, adding a whole host of new features, including a scaled up build and a new paint colour, sliding doors, as well as the trademark T2 wraparound baywindow front windscreen.

Under the hood, the set also features working steering. The LEGO Volkswagen T2 Camper Van’s detailed camping interior is also fully equipped for the open road, with opening cabinets, fridge, sink and a gas stove with a teapot. The set even comes with a set of folding chairs and a surfboard.

Volkswagen Campers are of course synonymous with customisation, and the LEGO Volkswagen T2 Camper Van set is fully prepared for personalisation, with a sticker set including retro decals and a choice of German or US number plates.

LEGO Designer Sven Franic, said: “The Volkswagen Camper is a rare breed of vehicle that commands affection like few others, and we know the LEGO version will bring a lot of fun to people who’ve been lucky enough to have or go camping in one, or always wanted one.

“Though the Volkswagen Camper is no stranger to our LEGO cars collection, this latest iteration brings even more delights for LEGO builders. The meticulously kitted out interior is sure to charm seasoned campers and adventurers alike, while the eye-catching exterior with pop-up roof is a feat of engineering just like the original.”

The LEGO Volkswagen T2 Camper Van goes on sale on August 1st 2021 from LEGO stores and on LEGO.com at RRP 159.99 EUR / 179.99 USD / 149.99 GBP.

LEGO brings Seinfeld back from the ’90s with LEGO Ideas building set

The classic ’90s sitcom, Seinfeld is to be immortalised in LEGO form thanks to a successful fan-backed project launched via the LEGO Ideas platform. Fans will now be able to recreate some of the most iconic scenes with the LEGO Ideas Seinfeld set, featuring Jerry Seinfeld’s apartment, a buildable stage for the stand-up comic, and a Festivus pole.

The project is the brainchild of LEGO fan Brent Waller from Brisbane, Australia, who submitted the build to the LEGO Ideas platform, a LEGO initiative that takes new ideas that have been imagined and voted for by fans and turns them into reality should they receive the requisite number of votes and official LEGO approval.

Waller, who is the co-founder of a video games company, loved LEGO as a kid but was re-introduced to it as an adult and combined with his skill as a 3D artist he set about designing his own LEGO creations – including creating the Seinfeld set.

He said: “I loved Seinfeld in the ’90s and recently re-watched them all. I thought it was a travesty that a LEGO Seinfeld set didn’t exist so I made an effort to resolve that and make the best rendition of Jerry’s Apartment and the gang that I could.  The biggest challenge was trying to cram as much detail from the show into the kitchen, all the cupboards, items in the cupboard and on the bench-tops. But I am very proud of how it turned out.”

Recognisable features include the kitchen with a buildable counter, fridge, microwave, oven, and more, such as the living room with a sofa, tables, an office, a buildable stage for Jerry and a Festivus pole. The set also features five minifigures inspired by the main characters and one notable postal worker from the show; Jerry Seinfeld, George Costanza, Cosmo Kramer, Elaine Benes and Newman are all included decked out in iconic ’90s outfits.

Federico Begher, VP of global marketing at The LEGO Group, commented: “The LEGO Ideas platform is a great way for fans to share their ideas with us and their passion for a particular theme. Not only did Brent have a personal desire to create this build, other fans agree and he gained the necessary 10,000 community votes needed for us to consider creating it into a product.

“Seinfeld is a classic sit-com and a cultural icon that was huge in the ’90s and still stands the test of time today.  The combination of the quirky characters and the nostalgia of the show is the perfect fit for LEGO and when we saw the concept we just knew we had to make it.

“I am so excited to see how this has been brought this to life in LEGO form and the attention to detail from the furniture to some of the minifigures accessories.”

LEGO Ideas Seinfeld set is available for LEGO VIP members from 21st July and for all from LEGO Stores and Lego.com/Seinfeld from 1st August, 2021 at the recommended retail price of £69.99.

LEGO has revamped its ‘retail entertainment’ with New York City flagship LEGO Store

The LEGO Group has opened the doors of an immersive new LEGO Store in New York City, setting up shop in a two-storey location on Fifth Avenue as the first flagship store to feature new retail formats.

Elements of the innovative new store will be introduced to more than 100 stores worldwide in the coming year, the toy maker has stated, as it highlights a new format designed to ‘create an immersive world of LEGO bricks’ by blending digital and physical experiences.

The New York City flagship has been developed as part of the company’s strategy to innovate its stores in line with consumer demands for more personalised and interactive retail offerings, as well as recognition of the role that brick and mortar stores play in strengthening connections with the brand, despite the surge in online shopping.

Colette Burke, chief commercial officer at The LEGO Group, said: “For a number of years we’ve seen the trend towards people visiting stores for high-quality, entertaining brand experiences. Over the past year our fans have missed personal and tactile interactions with the brand and we can’t wait to welcome them back.”

The LEGO Group spent two years developing the new retail concept and researching what shoppers and children want from a LEGO store visit. They found that people were keen for more opportunities to play with bricks, participate in brick-inspired activities, personalise their experience and have fun.

As a result, LEGO has unveiled a suite of impactful features in the New York City Store, including an experience that immerses people and their LEGO builds in a virtual world. Called Brick Lab, the in-store technology brings walls, floors, and ceiling to life with light, sound, and music for an interactive build and play experience.

Meanwhile, an interactive Tree of Discovery is made from 880,000 LEGO elements and acts as the store’s centrepiece. It stands as ‘an expression of the LEGO Group’s commitment to being inclusive and having a positive impact on society and the planet.’

An interactive Storytelling Table has been designed with adult fans of LEGO in mind, enabling them to bring the stories behind sets available in store to life. It shows early product designs and prototypes, lifts the lid on the development process and allow fans to virtually ‘meet’ the LEGO designers.

The store’s Personalisation Studio invites visitors to make a memento of their visit. In it, they can reimagine themselves in LEGO form, either as a portrait from the Mosaic Maker or a Minifigure from the LEGO Minifigure Factory.

Elsewhere, with LEGO Expression, visitors can have fun with LEGO Minifigures who mimic their facial expressions, while the new Fifth Avenue store will also include larger than life builds of icons of the city, such as a taxicab to sit in, an Empire State Buyilding and One World Trade skyscraper, the lights and billboards of Broadway and Time Square, LEGO Marvel Super Heroes Thor, Spider-Man, Iron Man, Hulk, and Captain America, and the Ghostbusters Firehouse and crew.

The new store format has been designed to be flexible so that it can work in LEGO stores of all sizes, as well as in third-party retail partners’ stores. It will be introduced to over 100 LEGO stores around the world during the coming year, as well as select global partner retailers.

The LEGO Group currently has around 731  branded stores in 50 countries around the world and plans to open 120 new stores during 2021. In addition to investing in brick and mortar, the LEGO Group will continue to invest in building its e-commerce capabilities.

In 2020, the number of visitors to its LEGO.com online store doubled to a quarter of a billion and this growth has continued in 2021.

Colette said: “We’re seeing significant growth across e-commerce channels, but we also understand the distinct and important role that each of our retail channels plays in building the brand. We will continue to invest in innovating across all our channels to create compelling experiences online, in-store and with our retail partners.”

Check it out

The Brick Lab

Designed exclusively for LEGO flagship stores, the 20-minute themed experience uses innovative technology to bring walls, floors, and ceilings to life with interactive animated content, lighting, sound, and music to invite kids (and grown-ups) to play in a virtual world that plays right along with them.

Each visitor will have the opportunity to meet the characters on screen and let their imaginations run wild as they build their own creation, scan their build and then watch it become a living part of the Brick Lab in seconds so they can play both physically and virtually.

The Tree of Discovery

The tree, which took 1,900 hours to construct and is made of over 880,000 LEGO bricks, symbolises the LEGO Group’s commitment to having a positive impact on society and the planet.

A key feature is its bright rainbow trunk which houses a whole host of wonderful hidden details and secrets for shoppers to discover such as mini-scenes, kaleidoscopes and picture viewers from DUPLO, Technic and the LEGO System in Play bricks.

The Mosaic Maker

Which captures your image and creates your own personalized LEGO mosaic portrait in just a few minutes.

The LEGO Minifigure Factory

Allows you to design and create a unique LEGO Minifigure (complete with a brick with your name and a special box) – the perfect souvenir for your visit or gift for someone else.

LEGO Expressions

Ever wanted a LEGO Minifigure to copy your every move?  Well now you can with the magical LEGO Expressions.  Simply stand in front of the screen and Lady Liberty and her NYC pals will copy every facial expression you make.

Exclusive NYC inspired LEGO models

Highlights include a talking Statue of Liberty Minifigure, LEGO Marvel Super Heroes such as Thor, Spiderman, Iron Man, Hulk and Captain America who’s standing on top of an iconic yellow NYC taxi cab, a New York cityscape, a wall featuring LEGO recreations of famous Broadway show and Movie LEGO posters, the Ghostbusters Firehouse featuring the full Ghostbusters crew, Stay-Puft Marshmellow Man and Slimer.

 

LEGO unveils prototype brick made from recycled plastic in ‘first step on long journey’

A prototype LEGO brick made from recycled plastic has become the latest advance made by the Danish toy maker in its ongoing journey towards better sustainability and its ‘ambitious goal’ of becoming 100 per cent sustainable by 2030.

It’s taken a team of more than 150 engineers three years to work on sustainable solutions for LEGO products and test 250 variations of PET materials and hundreds of other plastic formulations. The result is a new prototype, which uses PET plastic from discarded bottles, and the first solution to meet the firm’s strict quality and safety requirements.

Materials testing spanned a spectrum of prototypes, from bricks that didn’t clutch sufficiently, to some that wouldn’t separate throughout what The LEGO Group’s vice president of environmental responsibility, Tim Brooks, has billed ‘as the biggest challenge in the company’s sustainability journey.’

“We are super excited about this breakthrough,” said Brooks in a press release. “The biggest challenge on our sustainability journey is rethinking and innovating new materials that are as durable, strong, and high quality as our existing bricks – and fit with LEGO elements made over the past 60 years.

“With this prototype, we are able to showcase the progress we’re making.”

It will however, be some time before bricks made from a recycled material appear in LEGO products on shelf and in-store, LEGO has admitted. A further testing and development of the PET formulation phase is expected to take at least another year, before the company can assess whether to move to pilot production.

“Experimentation and failing is an important part of learning and innovation. Just as kids build, unbuild and rebuild with LEGO bricks at home, we’re doing the same in our lab,” said Brooks.

At a LEGO Fan Media roundtable interview this week, Brooks revealed that despite the unveiling of the first recycled LEGO brick, Brooks acknowledged the ‘big, big challenges’ still faced by the company in reaching its ‘ambitious target’ of achieving 100 per cent sustainability by 2030.

Speaking to Brick Fanatics, he said: “For the safety, the quality, the colur, the durability, the shininess – and it’s the same we see on the packaging as well, getting paper bags to perform in a strong way and not be punctured and all the rest of it. They’re all big, big challenges.

“I can’t say whether we’ll make it or not. I can definitely say it’s our aim to make it, and we’re putting as much effort as we can behind it. We’ve put significant resources behind it, both financially and people.”

Efforts and resources include a $400 million investment over three years into finding new, sustainable materials to replace traditional ABS. The announcement this week of the first prototype LEGO brick made from recycled plastic bottles is the first step on that journey.

The prototype is made from recycled PET sourced from suppliers in the United States that use US Food & Drug Administration (FDA) and European Food Safety Authority (EFSA) approved processes to ensure quality. On average, a one-litre plastic PET bottle provides enough raw material for ten 2 x 4 LEGO bricks.

In 2018, LEGO began producing elements from bio-polyethylene (bio-PE), made from sustainably sourced sugarcane. Many LEGO sets contain elements made from bio-PE, ideal for making smaller, softer pieces such as trees, branches, leaves and accessories for minifigures.

Bio-PE is not currently suitable for making harder, stronger elements such as LEGO bricks.

“We’re committed to playing our part in building a sustainable future for generations of children,” continued Brooks. “We want our products to have a positive impact on the planet, not just with the play they inspire, but also with the materials we use. We still have a long way to go on our journey but are pleased with the progress we’re making.”

LEGO Education partners with NASA to launch STEAM learning series ahead of the Artemis I mission

LEGO Education has detailed a new collaboration with NASA to launch a free digital STEAM learning series this September, designed to spark curiosity and engagement in STEAM through the upcoming Artemis I mission.

Called Build to Launch: A STEAM Exploration Series, the 10-week series includes interactive episodes and open-ended prompts grouped into three learning themes aligned with the mission: Getting to Space, Testing and Transport, and Working in Space.

Teachers will be able to implement this standards-based series for grades K-12 into their curriculum. From astronauts to engineers and flight controllers, each interactive and hands-on lesson will highlight and explain careers at NASA to inspire students to see themselves in these roles.

Students will then work together to solve problems like the NASA teams they’re learning about. Throughout the series, students will also follow along and interact with the LEGO Space Team, featuring LEGO minifigures as members of the flight and ground crews involved in a typical space mission.

Esben Stærk, president of LEGO Education, said: “We are at a pivotal moment in education, and to rethink how students learn we must provide meaningful, hands-on learning experiences. The LEGO Education and Artemis lesson series creates joyful learning moments and brings STEAM learning to life through the real-world application of space exploration – a topic that evokes curiosity and awe in students of all ages and abilities.”

Students and teachers will be able to tune into student press conferences hosted on the LEGO Education YouTube channel by LEGO Education SPIKE Prime minifigures Kate and Kyle as they prepare for the mission as part of the Space Team. Each episode will set up the theme of the next module, and students will be encouraged to submit questions ahead of time for Kate and Kyle and their NASA counterparts to answer.

The lessons were developed in collaboration with NASA to excite teachers and students about STEAM learning and Artemis I, the first in a series of increasingly complex lunar missions that will enable human exploration on and around the Moon where NASA will prepare for eventual human exploration of Mars.

During the flight, the uncrewed spacecraft will launch on the most powerful rocket in the world and fly farther than any spacecraft built for humans has ever flown.

As students progress through each learning module inspired by this mission, they will experience some of the important jobs leading up to launch which will test their skills like problem solving and collaboration. Students will work hands-on designing and prototyping, iteratively testing, and working together to build and assemble parts much like the stacking of the mission’s powerful Space Launch System (SLS) rocket.

“Every NASA mission requires people from a wide range of STEM careers, skills, backgrounds, and interests. Today’s students are the Artemis Generation – learning about space and the Artemis I mission through hands-on activities will introduce them to the many careers they can pursue. We look forward to their contributions to push the frontiers of scientific research and expand our understanding of the universe,” said Mike Kincaid, Associate Administrator of the Office of STEM Engagement.

The digital learning series will be made available online for free and can easily be adapted for non-tech use with materials available in classrooms everywhere or with LEGO Education sets.

Teachers and parents are invited to sign up to receive more information at LEGOeducation.com/BuildtoLaunch and be notified when the Teacher Resource Guide becomes available before the full experience launches in September 2021.