In 2020, the LEGO Creator Expert branding was phased out and replaced by a new adult focused packaging design based around passion points to make it easier for adult consumers to find a model that related to their interests.
Since then, models that would previously fallen under the Creator Expert line have not been grouped under a theme, and instead carry the title LEGO® + set name (e.g. LEGO® Flower Bouquet or LEGO® Vespa 125).
Over time, it has become clear that our adult audience require a theme name to group adult products under to help with identification and navigation of the range, particularly on ecommerce platforms. After reevaluating the needs for our customers and consumers, the decision has been made to unite the LEGO adult products that traditionally would have fallen under LEGO Creator Expert using shadow theme name LEGO Icons NB. LEGO Icons has been used internally to group these products together for a while.
The name LEGO Icons will predominately be used to group products on LEGO.com, other e-retailers. This LEGO Icons brand will serve as a branding opportunity and will be featured on the front of the packaging. The packaging will still use the adult visual identity which focuses on passion points rather than theme.
The branding will be implemented from June 1st, 2022 on e-commerce platforms including LEGO.com. The name and logo will be implemented on packaging from January 1st, 2023.
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Official Statement and images that can be shared with members and publicly:
From June 1st, 2022, we will be uniting many of our adult focused LEGO® sets under the name LEGO® Icons to help our adult consumers easily to find new, immersive builds or models that link to their interests and passions, particularly when shopping or browsing online. The name LEGO Icons will span all of our sets designed for older builders that are not already part of an existing LEGO theme such as LEGO® Technic, LEGO® Ideas or LEGO® Architecture.