New black boxes make it “easier” for adults to select LEGO sets

LEGO Creator Expert is being replaced as a brand in favour of black boxes and an 18+ age marking.

Fans will notice that the LEGO Creator Expert branding has been dropped from the box on the new 10273 Haunted House set. All LEGO adult orientated sets will now feature this new packaging design, along with an 18+ age marking.

According to the press release, this new packaging will make it easier than it was before for adults to find their next LEGO set and do so in a way that is inspired by their passion.

 “So many of our older builders love the Creator Expert products, as they allow them to show off their passion for the bricks. Whether it’s their favourite film moments, sport icons, travel destinations, buildings, fairgrounds or vehicles, LEGO sets help to bring these to life in brick form,” says Senior Marketing Manager Anders Hellegaard Iversen.

“That’s also why we have decided to stop using the Creator Expert branding and, instead, use the new adult-focused packaging design to make it clearer which hobbies or brand products they can relate to. We hope this will make it easier for fans to track down models they would be proud to display once completed. Of course, our product range will continue to include the same advanced-build, collectible products that guarantee hours of building enjoyment for fans.”

There is no explanation of how this makes finding or choosing the model easier, or why the 18+ age marking has been introduced.

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