Designer to market new line of Lego jewelry at non-Lego prices

By T.L. Stanley on Tue Aug 10 2010

Lego

In case you didn't get your fill of Legos as a child, an upscale designer is creating some pricey jewelry to remind you of your construction projects of yore. (My "buildings" were more reminiscent of toppled Inception sets than science fair champs, but that's neither here nor there.) Lisa Taylor and British retailer Selfridges will launch a line of Lego rings and other block-based trinkets later this month, according to the New York Daily News. Expect more product by Christmas, with some of the simple items going for about $75. (The blocks are interchangeable and quite likely to be sold separately.) There will also be some primary-colored Lego-inspired nail polish. Whimsical? OK. Nostalgic? For sure. But I can root out a mood ring from any thrift store to color me happy that I didn't spend big bucks for a plastic doodad. How much would you be willing to pay to feed your inner kidult?

Why are humans so immensely, insanely obsessed with Legos?

Posted on Thu Apr 22 2010

RushmoreLego

Chances are you've seen the lengths to which the human race is capable of going with a Lego brick. If not, here's a primer. Among the objects people have managed to render in Lego are the Titanic, Mount Rushmore, the Airbus A380, the Cathedral of Berlin and the entire city of Venice. Legoland, Calif., features an Obama inauguration in Lego, complete with a crowd in front of the Capitol. A vineyard in Surrey, England, contains an entire Lego house—human scale. And a 98-foot, 4-inch tower of Lego raised in Munich last year took the Guinness record for tallest freestanding Lego structure.
  Lots of people love their brands, but you just don't see people devoting their lives to stuff like mouthwash or potato chips the way people do with Lego. Now, thanks to Jonathan Bender, we know what makes them tick. Bender's just-released book, Lego: A Love Story, probes deep into the arcana of plastic bricks—also known as the domain of AFOL (the Adult Fans of Lego)—to explain why some people give over their basements to their Lego creations and what it takes to be chosen as a Master Builder for the Lego company (hint: you'd better know how to make more than a ski hut).
  Bender's first-person account makes for good reading, but what bears mentioning in all this is that a planet's worth of Lego nuts have furnished the Lego Corporation—which started out in Denmark as a wooden-toy maker in 1934—with the best marketing on earth: the kind customers do for you, for free.

—Posted by Robert Klara

Lego doesn't want to be associated with those Spinal Tap idiots

Posted on Tue Aug 11 2009

Back in the '60s, Spinal Tap beckoned music lovers to "Listen to what the flower people say." These days, the (fake) band is being forced to listen to what the Lego people say. Lego Systems, as the maker of the plastic toy blocks is known, says Spinal Tap violated copyright when it used the video shown here in a concert DVD. The clip, created in 2007 by a then-14-year-old fan, shows Lego figures rocking out to the Tap song "Tonight I'm Gonna Rock You Tonight." The video was projected behind the band during a live performance, which ended up on the DVD. Getting word of this, the Lego people apparently excreted a brick. Julie Stern, a Lego rep, told The New York Times that the song had "some inappropriate language and the tone wasn't appropriate to our target audience of kids 6 to 12." Though Spinal Tap member Harry Shearer derided the decision as "Lego Kafka," the brand is still allowing the video to remain on YouTube, along with a parody of Girls Gone Wild called Legos Gone Wild, which features Lego figures exposing themselves to the cameras. On the more wholesome side of the spectrum, there's also the Brick Testament, which acts out Bible stories using Lego figures. 

—Posted by Todd Wasserman


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