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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


Four Bricks Tall
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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. 

5 Replies
Marco Zanconi
Posts: 126
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(@the_aphol)
Joined: 2 years ago

I'm not so pessimistic, BL was pretty bad from a customer care and technical point of view, so is not possibile to do worse.

If LEGO change something in a bad way, we will see all the vendors leaving the platform, so not an issue.

 
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Four Bricks Tall
(@fourbrickstall)
Joined: 3 years ago

Posts: 577

@the_aphol

From what I've seen, TLG can also be really bad: banning people from their stores with no warning, explanation or recourse. That's a lifetime ban too.

There are lots of questions to be resolved, of course. Here are two issues that I don't think will be in AFOL favor given standing TLG policies:

  • selling of minifigs separately
  • ownership of MOCs submitted
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Marco Zanconi
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Posts: 126

@fourbrickstall

here's my point of view:

Yesterday: LEGO gains from sets sales, BL sellers gains from minifigs

Today: LEGO gains from sets sales, BL sellers gains from minifigs, LEGO gains from BL sellers

 

 

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Foolish Bricks
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It's interesting to see how negative the AFOL-community is responding to this news. It seems to assume the worst. The company is (on social perspective) perceived as a lot less friendly as their product. And though there are a few reasons to fear that the TLG - Bricklink marriage might not be the best idea; it might be possible that TLG in the end has the best intentions. I guess we can only wait and see.

The real question that comes to mind is: What does this all say about the relationship between TLG and their fan-community?

 

P.S. VIP-points with Bricklink purchases.... Wouldn't that be something!? ????????

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Four Bricks Tall
(@fourbrickstall)
Joined: 3 years ago

Posts: 577

@foolish-bricks

I think the negative voices are valid, as these are the ones who are on BL making large orders and have the most experience with the site. I have about 120+ orders myself but I know that it's a drop in the bucket compared to most AFOLs.

And it's worth pointing out that LEGO has gone back on their word about not changing anything, especially without the input of the AFOL community who is the backbone of BL. They've surreptitiously changed the terms overnight, which has effectively shut down sellers selling customs and shut out buyers who can't even check out their standing orders without agreeing to such terms.

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