LEGO has acquired a Bricklink, an independent buying and selling website for all things LEGO aimed at the toy brick maker’s adult fan base, otherwise known as AFOLs (Adult Fans Of LEGO).
The toymaker says it purchase is motivated by a desire to better connect with this growing fanbase who are “extremely important to us” according to LEGO Group CEO Niels B Christiansen.
They are passionate, committed and endlessly creative. We have worked closely with the community for many years and look forward to deepening our collaboration,” he adds.
The BrickLink platform has more than one million members and comprises an online marketplace of more than 10,000 stores from 70 countries. The website also features sophisticated digital building software for creators to replicate their models and share their unique designs.
Niels says the plan is to build on these features and “support BrickLink’s active marketplace and evolve BrickLink’s digital studio which allows our talented fans to take their creativity to the next level.”
Established 20 years ago by Dan Jezek, before being snapped up in 2013 by NXMH, Bricklink attracts millions of LEGO fans looking to buy and sell everything from complete sets – many of which have fallen out of production – to replacement parts. The acquisition also brings Sohobricks under LEGO ownership, which makes small batches of building elements and ‘interlocking bricks’ that are either rare or expensive due to their scarcity.
Prior to the purchase, Bricklink and LEGO had collaborated on a number of launches, many of which were chosen and guided by the voices in its online community.
“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,” says The LEGO Group’s Chief Marketing Officer, Julia Goldin.
“We look forward to collaborating further with our adult fans, while retaining and nurturing the independent spirit of the digital platform.”