In March this year, LEGO introduced a new line of sets called “Brickheadz.” Brickheadz capitalizes on the popularity of pop culture vinyl collectible figures by marrying them to the LEGO brand. The initial wave includes a variety of characters which include Captain America and Iron Man from Marvel, Batman and Joker from DC, Belle and Beast from Beauty in and the Beast, and Jack Sparrow and Armando Salazar from Pirates of the Caribbean, just to name a few. There are 3 very distinct reasons that I think LEGO Brickheadz are going to be the next big thing for the LEGO group.
First, LEGO has an immense list of partners that they can pull from. One of the great things about the current vinyl movement, like Funko Pop figures, is that you can collect a wide range of characters that are all uniform to a brand’s style. Funko Pops, for example, covers everything from Batman to Mary Poppins to The Muppets to Tom Brady. LEGO has the potential to leverage its partnerships into a similar wealth of pop culture icons. LEGO has partnerships with Disney and Marvel and DC, all of which have massive potential for the Brickheadz line. Furthermore, an advantage that LEGO has over others in this space is that LEGO has its own brands to pull from as well including Ninjago and Nexo Knights which are both very popular right now. While I could be ecstatic for a Marty McFly Brickheadz, my boys would lose their minds over a Lloyd, the Green Ninja, Brickheadz.
Second key factor for Brickheadz is the price. LEGO has never been an inexpensive hobby. Kits can start as low as $10 on average, but the kits that most fans want range much higher even into the hundreds of dollars. Brickheadz retail for $9.99 so rather inexpensive compared to most other LEGO kits. When I take my kids to the store after accomplishing a goal or just for a special treat, they usually all get a $10 spending limit on what dad will buy them. Keep in mind, there are 4 of them, so we must budget things carefully. There aren’t many LEGO sets that meet this spending cap. There are a few $10 sets, like the new Cars 3 kits or the Star Wars Microfighters, but keep in mind that LEGO refreshes its line only twice a year, which means we run out of $10 options quickly. Offering a full wave of favorite characters broadens their choices. For the record, it’s also a lot easier for completionists, like dad, to collect them all at just $10 each as well.
Finally, I think the Brickheadz line offers something to the more mature LEGO audience. As a lifetime LEGO fan, I love putting together any LEGO that I can get my hands on, most recently, the sizeable U-Wing Fighter from Rogue One. That being said, long gone are the days that I sit on the floor and fly by V-Wing around for hours at a time. It’s not just me, my oldest child is 11 years old, and she is slowly outgrowing the “play” aspect of LEGOs too. Like me, she still loves putting them together, but unlike the 2 boys, she doesn’t have giant, kitchen-wide battles between Darth Vader and Batman. The Brickheadz line allows both of us to enjoy the building aspect of LEGOs with a different end game. Rather than playing with these, they become decorations. My daughter has the Belle, Beast, and Batgirl Brickheadz on her bookshelf in her room while I have Batman, Iron Man, and Captain America on my desk at work. This allows us to let our LEGO Pride flag wave without taking up a considerable area with playsets and large vehicles. I see the Brickheadz line sparking the old flame of past LEGO fans by appealing to their collector’s mentality.
LEGO has been capturing the imagination and hearts of builders since the 1940’s. From cityscapes to space shuttles to robotics, the company has covered just about everything you could imagine. I have personally been a fan of LEGO since I can remember. I would buy every set that I could and would save up Christmas and Birthday money for the more extensive sets. As a kid, I would spend hours in my bedroom floor building and playing. In college, I kept all my books under my desk, so I could display my vast collection of Star Wars ships on my bookshelf. Even as an Adult, I keep a small box of LEGO in my desk at work and when I’m stressed, I pour it out and just try to create something. It instantly calms me and gets me back on track. We also have a LEGO tradition in our family to ring in the new year. Each person in the family picks out a brand-new LEGO set they want. Then, we listen to music, eat finger foods, and build our LEGO until the New Year has arrived. Seeing LEGO add Brickheadz to its lineup is exciting as an adult fan, and parent of LEGOmaniacs and I’m excited to see where LEGO takes this line in the future.