LEGO goes above and beyond for 21360 Willy Wonka press pack

The LEGO Group rarely dips into the world of press packages, but they've gone above and beyond for 21360 Willy Wonka & the Chocolate Factory.

Uniquely themed press packages are commonly used to deliver a more thematically-appropriate experience to journalists reviewing a product before they open the item itself. It's a common practice in several industries, but not something that the LEGO Group has often explored. LEGO Super Mario and Fortnite have inspired similar packages, but none have been quite as impressive as the one sent to Collider's Steven Weintraub.

The press package for 21360 Willy Wonka & the Chocolate Factory is sure to make fans envious of Steven this weekend, as it's designed to look like a giant bar of chocolate complete with a foil wrapper. Opening the wrapped reveals cardboard chocolate, the set itself, and a shining golden ticket.

It's an incredible effort from the LEGO Group's PR team, and while there's no giant golden ticket in the set itself, 21360 Willy Wonka & the Chocolate Factory at least features five minifigure-sized golden tickets. LEGO Insiders members can also enter a golden ticket-inspired contest to win the new LEGO Ideas model and a £1,000 gift card.

LEGO Ideas 21360 Willy Wonka & the Chocolate Factory is available now for £199.99 / $219.99 / €219.99, and it will qualify for the free 40772 Celebration Series: Luminous Ghost on offer until October 7.

Featured image: Steven Weintraub (colliderfrosty)

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