Inside my workplace you’ll discover an Imperial probe droid, Rey’s speeder, and Anakin Skywalker’s podracer. And so they’re all made out of LEGO bricks. See, I’m an AFOL — brief for Grownup Fan of LEGO, in group communicate. However it is a comparatively new growth.
Lately, the LEGO Group has been releasing an increasing number of units for older followers. From the staggering Final Collector Sequence (UCS) to new kinds like LEGO Artwork, the legendary toy maker has created merchandise designed particularly for many who as soon as cherished the long-lasting LEGO brick — or may need to give constructing a strive. (I used to be a little bit of each.) For a toy generally related to being only for children, it’s a stunning technique that has met with actual success, significantly by way of Star Wars. And it reveals no indicators of slowing down, particularly with the reveal of the brand new LEGO Star Wars UCS AT-AT: a downright large mannequin of the long-lasting automobile, designed for show, and coming November 26. The set clocks in at an astonishing 6,785 items — measuring 24.5 x 27 x 9.5 inches — and encompasses a movable head, spinning weapons, adjustable legs, and facet panels that may be opened and closed; on the within, followers will discover a cargo bay, seating for Snowtroopers, and basic Imperial design components, like vertical lights. The UCS AT-AT additionally comes with 9 minifigures and equipment, together with Luke Skywalker (full with grappling wire to scale up the walker and slice at its underbelly), Common Veers, 4 Snowtroopers, a Snowtrooper Commander, and two AT-AT Drivers, together with two speeder bikes and an E-web cannon. So put together to focus on the principle generator…and make some area in your LEGO shelf.
StarWars.com lately spoke at size with Mike Ilacqua (international head of product, LEGO Star Wars, on the LEGO Group), Jens Kronvold Frederiksen (inventive lead of LEGO Star Wars on the LEGO Group), and Chris Gollaher (director of product design at Lucasfilm) about growing merchandise geared towards AFOLs, what differentiates units made for youths and adults, and the way they dreamed up the UCS AT-AT.
Star Wars.com: When did the LEGO Group begin to take discover that adults had been a rising a part of its viewers?
Mike Ilacqua: Firstly, adults have been an vital a part of our fanbase for a very long time, however it’s actually been in the previous few years the place we’ve undoubtedly seen a possibility with adults who’re hyperconnected and overstimulated with screens. LEGO constructing simply gives them a tremendous outlet to have the ability to disconnect, recharge, regain their steadiness. You’ll be able to actually obtain that circulation with LEGO constructing.
One factor that has actually offered a little bit of that emotional hook has been ardour factors. There’s been a concerted effort the previous few years to really design merchandise which are centered round ardour factors. In fact, Star Wars is a large ardour level with adults and we’ve had a extremely robust AFOL viewers for a while.
It’s actually opened up the chance to broaden that to a wider base. That’s the place LEGO constructing for adults has actually caught on these previous few years, and accelerated by what we’ve skilled the final 18 months. These elements have been dialed up — the overstimulation, but in addition extra time at residence and extra want to search out methods to disconnect and luxuriate in your self centered in your ardour. It’s been an ideal storm that’s led to the expansion we’ve seen the previous few years.
Chris Gollaher: Constructing on that (no pun supposed), I believe to Mike’s level, we’ve identified that there are grownup followers who love the LEGO model. It’s all the time been part of the road, with merchandise just like the Final Collector Sequence [UCS], which had been extra differentiated by complexity of the set. The builds had been just a little harder, extra items, and so forth.
And to Mike’s level, what has actually modified in the previous few years is that shift of focus of why individuals are constructing with LEGO. Loads of them had been coming in as a result of, as the eagerness level brings up, they had been Star Wars followers or LEGO followers, however now we’re sort of increasing it the place individuals are searching for an expertise that the LEGO units can herald a really distinctive means.
Jens Kronvold Frederiksen: We’ve been working with LEGO Star Wars because the starting, Chris and I, and we acknowledged instantly that there was an enormous [adult audience]. We simply noticed it within the workplace once we began with LEGO Star Wars — what number of of my colleagues had been tremendous and into that.
It was already, within the yr 2000, the second yr of LEGO Star Wars, that we launched the Final Collector Sequence fashions. At the moment, I believe they had been marked 16+, however we knew that these had been one thing that had been undoubtedly extra complicated and focused to an older viewers. And due to that we had a particular packaging. Do you bear in mind, Chris? It was black and white.
Chris Gollaher: Yeah!
Jens Kronvold Frederiksen: It was made to look just a little extra elevated and cooler. Recently right here, once we launched the helmets, we additionally bought to a different viewers. The UCS fashions have been usually huge units. The helmets are possibly just a little bit simpler to come up with.
Chris Gollaher: That’s an excellent level, too. After I say we’re increasing, one of many issues that has been a more moderen addition, with issues like helmets and among the upcoming tasks, is the Final Collector Sequence had been very a lot one thing aspirational. They had been huge units. They had been complicated. They had been for a complicated and fairly core LEGO builder.
With the growth of the grownup LEGO program, we’re bringing in numerous ranges of expertise and engagement. It’s nonetheless a posh construct, it’s nonetheless designed for older followers, however it permits you to get in at completely different factors, which I believe has been actually well-received by our followers, each Star Wars and LEGO followers.
StarWars.com: I turned a LEGO fan in my 30s through the early 2010s, and it was by way of units that had been focused to adults. There have been issues just like the DeLorean from Again to the Future, the ECTO-1, and the larger Star Wars units. When was there a transparent shift towards “We’re making units for AFOLs or for individuals who might develop into AFOLs” from “We’re making LEGO Star Wars units for youths, however adults are shopping for them, as properly?” These had been merchandise that had been clearly made for folks my age and my cultural touchpoints.
Mike Ilacqua: It was an intentional strategy to broaden our attain amongst grownup audiences. I’ll return to the perception that we recognized, that LEGO constructing can fulfill a necessity that adults are searching for — to showcase a ardour that they’re tremendous engaged with differently, and that there’s a broad set of passions for adults that they need to faucet into.
There was a notion that we would have liked to beat, and I believe you hit on it, that “LEGO constructing is only for children,” when the truth is it has a lot attraction whenever you’ve truly had the expertise. The most important problem we had was eradicating or overcoming that barrier that LEGO constructing is only for children. That has taken an actual considerate strategy round, “How do you design units which are extra accessible?” to Chris’s level. You’d need to be an actual AFOL and an actual passionate LEGO builder to go after a 7,000-piece set. How can we deliver some fashions to life which are extra accessible?
The opposite is how these merchandise aren’t simply marketed, but in addition packaged. Jens talked about it. One factor we actually tried to do is design for this viewers before everything. That was every thing from product to the packaging. Once you go to a retail retailer or on-line, you’ll discover some premium packaging that’s unified throughout the LEGO line. It clearly speaks to an grownup viewers. These key touchpoints and components that wanted to be unified throughout the LEGO portfolio to elevate broader consciousness across the merchandise and the completely different ardour factors that at the moment are accessible in LEGO fashions.
Jens Kronvold Frederiksen: It’s additionally a unique sort of product. I simply bear in mind it had all the time been, once we created LEGO fashions, it was about giving an excellent play expertise. However right here, it’s a show expertise, you’ll be able to say. [Laughs] It’s about having an excellent constructing expertise, after all, then the merchandise are purely made — as an illustration, the helmets — for show. That’s actually completely different from our commonplace merchandise, after all.
Chris Gollaher: I believe that’s an excellent level. I believe Jens and his crew have carried out a implausible job in how they strategy the design and options between units which are geared for youthful audiences — [Laughs] they’re for everyone, let’s face it. I’ve as a lot enjoyable constructing the 7+ units because the 18+. However the kid-directed units are usually extra mini-figure pushed. They’ve options, they’ve play — when you construct them, you’ll be able to play with them.
The adult-targeted set tends to have much less of these options in-built, and extra of the show particulars. The quantity of small element that goes into it actually comes out in these grownup units, I believe, in a implausible means. That’s the place the main focus is. That’s the place the variety of bricks, the best way we use it, the best way we do the construct is admittedly designed to be as correct as potential to that automobile or that helmet or that second. Whereas within the child [set], it’s play first. Clearly, we nonetheless need to be correct. Jens and his crew do a implausible job — decoding the bodily factor right into a brick type. However there are play elements in-built there.
So whenever you put an Final Collector Sequence X-Wing subsequent to our core line X-Wing, they each are clearly X-Wings and look implausible, however the quantity of element and the performance are just a little completely different between the 2.
StarWars.com: Jens, are you able to speak about, out of your perspective, what it was like whenever you did need to take these first steps into switching from one thing that was extra toy-based when it comes to LEGO design, versus one thing that was going to be a collector’s piece?
Jens Kronvold Frederiksen: It was an attention-grabbing course of. We had some expertise with the Final Collector Sequence fashions, however it was nonetheless [early].
Now, speaking concerning the helmets, it was an attention-grabbing factor as a result of we examined prototypes with customers. One factor that was actually attention-grabbing was, we had — I’m turning into just a little bit nerdy right here going into element… [Laughs]
StarWars.com: That’s okay!
Jens Kronvold Frederiksen: We had these flat-shaped components that had a pleasant, flat floor. So we tried to construct a helmet. I bear in mind we had a Boba Fett helmet at the moment, that was constructed trying actually genuine with these form components [mimes a curved shape]. The suggestions we heard was that individuals actually wished to seem like LEGO units and thought, “Hey, the place are the LEGO knobs?”
After which we tried to create it from extra commonplace LEGO components with extra seen knobs, and that was precisely what folks wished. They need, when it’s displayed, it needs to be seen that that is one thing that consists of a number of items. In different phrases, that it’s truly a problem to construct it. But in addition it ought to clearly distance from some other show piece by displaying that it’s the LEGO model. So there have been a number of learnings.
Then one of many issues I actually love is, when briefing the designers, normally it’s vital passing on, “Hey, bear in mind it is a 7+ product,” which means whenever you design and assemble the mannequin, needless to say it needs to be an excellent constructing expertise for a seven-year-old with the constraints it provides. However right here, you’ll be able to simply go loopy. Simply construct no matter! As a result of that layer of complexities is definitely an excellent factor. Individuals need these fashions to be complicated and never simply carried out inside half an hour or so.
StarWars.com: I’ve the new R2 that’s a couple of foot tall, and my six-year-old shortly took over the construct from me. [Laughs] It says 18+ on the field. I shortly turned his assistant.
Mike Ilacqua: What’s actually cool about that instance, and we see this on a regular basis, is that it might transfer the guardian or the older sibling out of the position of assistant and into the position of constructing for themselves. You will be sitting on the desk constructing your Boba Fett helmet whereas your youngster is constructing Boba Fett’s Starship. These are very completely different expressions, however an expertise you’ll be able to share collectively as a result of you’ve gotten the unifying issue of the character and the Star Wars IP, as properly. It simply makes a extremely enjoyable complement for the household.
StarWars.com: On that observe, talking from a guardian’s perspective, constructing collectively was one factor I didn’t anticipate. I bought into LEGO constructing, a few years after that my children had been born. They bought into LEGO constructing. However a part of the attraction of it to me now’s that it’s one thing we will all admire and do collectively.
Chris Gollaher: That’s one of many issues that makes this such a implausible relationship between the LEGO Group and Star Wars. Each of them have that cross-generational attraction. The dad and mom and the youngsters share it within the storytelling of Star Wars, after which the expertise of the LEGO model. And that’s why it’s so nice. It really works so properly and hits on all ranges for that.
Jens Kronvold Frederiksen: It’s one thing we’re conscious of. And particularly, when you take a look at a product like our Mos Eisley cantina — this large set that’s truly 18+ as a result of it’s a reasonably large construct — that mannequin has play options and features. And a number of minifigures. It’s this crossover factor [that] actually will get the entire household constructing it collectively and has hours and hours of role-play in it. You have got role-play or show, in order that’s just a little bit in-between, you would say.
StarWars.com: After I bought into LEGO constructing, I used to be actually stunned as soon as I began to discover every thing round it. I really like that you simply welcome fan designs and can even put them into manufacturing with LEGO Concepts. The group may be very welcoming, the VIP program is rather well put-together. The general tone may be very constructive. As an grownup fan, each alone and as a guardian, that was very interesting. I’m curious the way you developed this and fostered it.
Mike Ilacqua: It’s not accidentally. Now we have colleagues who’re devoted to participating with our fan group. That’s one factor specifically that we take and maintain in a really excessive regard. We wouldn’t be anyplace with out our followers and we proceed to take heed to them and, clearly, deal with all of the play wants that they’re searching for. It’s an actual considerate strategy.
Once more, enthusiastic about how do you construct group across the LEGO model? It’s one the place creativity is paramount, we’re capable of see and be impressed by our followers all around the world, by their very own creations. They construct fashions and create superb LEGO images [and] their very own user-created content material. There’s simply such a tremendous and inventive fan group on the market and we love with the ability to elevate their work and their voices. To have the ability to try this, we now have to remain very linked to them. So we now have a devoted crew that’s totally centered on participating with the fan group.
After which we’re in a position to make use of our platforms to actually give them the publicity that they deserve, which is tremendous fulfilling whenever you get to see merchandise land of their arms, after which they’ve their very own inventive expression to it.
Jens Kronvold Frederiksen: I will even say, from our perspective within the design crew, it’s one thing that’s actually, actually vital. We’re following these [fans] and all the time, once we’re launching new merchandise, we’re tremendous excited to listen to what they consider it and so forth. We’re additionally utilizing the suggestions.
For example, once we’re going to relaunch or make a model of a product that we’ve carried out earlier than, we’re all the time trying into, “What had been the evaluations final time? What can we enhance?” And so forth. And the identical factor for brand-new issues. Now we have a reasonably good thought of what they need for, and we after all all the time attempt to fulfill these needs when launching new merchandise. It’s actually vital for us.
StarWars.com: I believe the LEGO model is doing a tremendous job with it. One factor that impresses me about LEGO’s technique for AFOLs is that it looks as if the product goes past only a nostalgic play. Which means, you’re not simply re-releasing units that individuals grew up with. To make use of LEGO Star Wars for instance, you’ve gotten the helmet sequence, you’ve gotten the artwork sequence, and gadgets which are extra show items, like the brand new Final Collector Sequence AT-AT. Are you able to speak about how this strategy advanced?
Mike Ilacqua: I believe Chris hit on it just a little bit earlier. It does come all the way down to enthusiastic about the assorted audiences on the market and the way do you design the portfolio in a means that brings extra folks in to LEGO constructing. I believe what we acknowledged is there was an entry level that we will create, that made constructing that rather more accessible to a few of these grownup followers who possibly have gone a few years with no LEGO constructing expertise. If we might drive consciousness of those new fashions which have that nostalgic emotional hook to them that clearly brings them in, if we will pay that off with a extremely superior mannequin that’s extremely detailed however it’s accessible and one thing that they might really feel assured that they might construct, then that was a solution to begin constructing a broader tent of LEGO builders.
We nonetheless need to be sure that we’re addressing and delighting these grownup followers of the LEGO model who’re searching for the larger problem time and time once more. They’re those who, if in case you have the Venn diagram, Star Wars isn’t their solely ardour. Truly, LEGO constructing is their ardour, too. So that you need to just remember to’re additionally stunning and delighting them with much more detailed units, difficult constructing, extra performance, and simply guaranteeing that we proceed to shock and delight them with each huge launch.
StarWars.com: Have you ever discovered that any of the brand new sorts of merchandise are gateways into extra conventional LEGO constructing? Just like the artwork portraits, for instance? I might see getting that for my dad, after which that opening a door to, “Oh, I need to construct this TIE Fighter.”
Mike Ilacqua: We do see that these are on-ramps. That’s another excuse why we’ve actually created a broad and numerous array, it opens your eyes to different methods you’ll be able to categorical your fandom. Whether or not it’s coming in by way of artwork and design, or it’s coming in by way of your ardour round autos, these are completely different on-ramps however it should deliver you to a a lot bigger world of LEGO constructing that’s on the market.
Chris Gollaher: I believe that’s an excellent level and I’m glad you introduced up the artwork units, as a result of these are implausible. They actually confirmed that, sure, a LEGO set is a good toy, and we’ve identified that and it’s implausible, however it’s additionally as a lot an expertise as it’s the product itself.
When you’ve gotten one thing just like the artwork sequence that you could have interaction [with] and spend that point, and it was very thoughtfully designed to be an expertise for the builder and to have a second of zen, if you’ll, as they’re placing this collectively. It reveals folks that it’s an excellent product, an excellent toy, but in addition an excellent expertise. I believe that’s what a few of these older-targeted units can do as properly.
StarWars.com: For LEGO Star Wars, which is clearly large with children — and that may be a actually vital viewers for each Lucasfilm and the LEGO Group — how have you ever labored to steadiness that viewers with the AFOL viewers when it comes to ensuring you’re catering to each within the acceptable means?
Mike Ilacqua: Youngsters stay at our core. There’s little doubt about that. You undoubtedly see that translate into the quantity of merchandise that we design in the direction of a children viewers versus a extra up in age, grownup viewers. It’s lots tougher to develop into an AFOL when you didn’t have an expertise LEGO constructing as a child. To proceed constructing that pipeline of future builders is tremendous vital. The LEGO Group before everything is admittedly centered on bringing an increasing number of children yearly into LEGO constructing, conserving their minds inventive and imaginative.
Our LEGO Star Wars franchise performs an vital position as a result of it has such a large attain and a fandom on the market that we will faucet into and proceed to foster for years to come back.
StarWars.com: Chris, from the Lucasfilm facet, how do you’re feeling about interesting to each these audiences?
Chris Gollaher: I believe, as Mike mentioned, children stay on the core, and that’s all year long. However we work carefully collectively, the Lucasfilm crew and the LEGO crew, to have a look at that launch calendar over the yr and ensure we’re pulling the appropriate levers, if you’ll, on timing and content material. That are actually child directed, and that are the instances and moments the place we will do one thing that’s going to attraction to older followers, as properly. Could the 4th is clearly an excellent instance the place we generally lean extra into that older fan, as a result of it’s such an ingrained a part of that Star Wars fan expertise.
So we work carefully collectively all year long to ensure we’ve bought that steadiness, that we’re conserving our baseline enterprise robust and wholesome however ensuring we’re dropping in these extra moments for our older followers, as properly.
StarWars.com: Has LEGO Star Wars’ stage of success stunned you?
Chris Gollaher: It’s an attention-grabbing query. I don’t know if “stunned” is the appropriate phrase; I imply, it’s superb. We’re all actually pleased and grateful that it’s resonated. As Jens mentioned, once we began working collectively, the LEGO Group and Star Wars, the potential was clear proper from the beginning.
It’s actually superb seeing the way it’s grown, yr on yr. It’s bought its personal expression of Star Wars in a number of methods, by way of the product and the video games. There’s publishing. It’s actually a tremendous expertise to look at it develop and increase and the way a lot it means to so many individuals now. It’s been gratifying, I believe, is the phrase I’d use.
Jens Kronvold Frederiksen: I believe it’s very simple to reply. It’s simply the LEGO Group and Star Wars had been the proper match. We noticed that instantly, to be trustworthy. It was clear once we began engaged on it that this might develop into actually good.
Mike Ilacqua: Simply to construct on what Chris mentioned, we spent a number of this time collectively speaking concerning the fashions themselves and the variations between children and adults, however there are such a lot of different expressions of the LEGO Star Wars model on the market.
Whether or not it’s by way of video video games or leisure content material — we now have been capable of craft a really distinctive tone of voice for LEGO Star Wars and actually dialed up the humor that’s simply such a pure match with the LEGO model. It additionally gives a very completely different tackle the Star Wars IP, and the 2 of them collectively have carved out a novel place, not simply within the tradition however within the dwelling rooms of households throughout.
StarWars.com: So in the present day, in a celebration of AFOLs, we’re revealing the LEGO Star Wars UCS AT-AT, which appears unimaginable. There have been different LEGO Star Wars AT-ATs up to now, however this one appears prefer it’s on a very completely different stage. What are you able to inform me about designing it, and bringing the AT-AT to a a lot grander scale?
Jens Kronvold Frederiksen: I believe the primary distinction could be the scale. I bear in mind once we had mentioned the thought with our management crew, I used to be describing it: “Think about a medium-sized canine.” [Laughs] And severely, it’s! It’s huge!
So to start with, it’s the scale, that’s the distinction. Now we have carried out many AT-ATs over time, however they had been additionally completely different in the best way that we had been speaking about earlier than, that it was with play in thoughts. Right here we now have one thing that’s “actual” minifigure scale, so it’s large.
However the mannequin nonetheless has some options and features. You’ll be able to alter the legs. Just because the mannequin is so heavy, you’ve gotten just a little software that you simply’re utilizing to place the legs. It’s not simple to maneuver round and play with. It’s extra meant for show.
Now we have a mannequin that’s in minifigure scale, so we determined we wished to incorporate the complete inside, as properly. You’ll be able to truly elevate off the panels so you’ll be able to show the mannequin with both one facet or either side uncovered, so you’ll be able to see the way it appears like inside.
It’s a very completely different expertise. Belief me, simply wait and see. It’s completely superb. [Laughs]
Chris Gollaher: That’s one of many issues, Jens, that I believe is exclusive about this, as properly, is due to the size and the kind of construct, the extent of element that we might go into is bigger than what we’ve carried out earlier than. We did a number of deep dives into the reference materials and secondary supplies. We pulled from, clearly not solely the movies, however we had been taking a look at idea artwork, we had been taking a look at secondary sources. We went into video video games to see what have they proven on the inside of AT-ATs, which you truly didn’t essentially see within the movies.
It was actually that complete deep dive that we did on this. It was a number of enjoyable. I realized lots about AT-ATs, to be trustworthy, whereas we had been placing this collectively. [Laughs]
StarWars.com: What’s the course of for that? Does that come from Jens? You and your crew saying, “With this greater scale we now have this wishlist of what we’d love to do,” and then you definately go to Lucasfilm? Or is it Lucasfilm saying, “Right here’s what we predict we will do with this one which possibly we couldn’t do within the others?” Or is it a little bit of each?
Jens Kronvold Frederiksen: Properly, it goes again to what we talked about earlier than, with the followers. We’re actually following these fan boards, and the followers there. They’re very nice. [Laughs] They’re making wishlists. Perhaps they’ve polls, the place they ask members, “Hey, vote for what needs to be the subsequent UCS mannequin,” and so forth. We might see that the AT-AT is one thing that has been tremendous excessive on the wishlist for a lot of, a few years. So it was truly fairly simple to find out that that needs to be a UCS mannequin.
And, after all, it’s a joint factor. It’s one thing we focus on with Lucasfilm after which we agreed on that. I believe this one was fairly simple to agree on. What do you suppose, Chris?
Chris Gollaher: I believe it’s an natural course of, as a result of we all know what we need to do and we’re working collectively. Now we have weekly calls and are discussing it. So we all know in the end what we need to do with this set. Jens is aware of what the crew can accomplish within the technical facet of the construct.
The inside’s an excellent instance. We knew that with the size and the kind of construct that we might go into the inside of this factor in a means that we haven’t been capable of earlier than. So we mentioned that, after which on the Lucasfilm facet, clearly with simply the wealth of content material and the archival materials we now have, we do a deep dive on our finish and pull from every kind of sources. We deliver that every one collectively, we focus on with the LEGO crew what they’ll do when it comes to the builds, and the labels, and the stickers. Simply the extent of element is implausible. It’s very a lot a joint effort on that.
StarWars.com: From a design perspective, Jens, is it particularly thrilling to get to work on this scale and go into element that possibly you’ll be able to’t on the extra kids-oriented units?
Jens Kronvold Frederiksen: It’s a unique problem. It’s actually attention-grabbing to have the ability to go loopy with element. Additionally, we all know if we make a mistake or if one thing isn’t trying completely proper, then whoa! We’ll hear about it! [Laughs] We’re actually, actually doing our greatest. We’re on a regular basis. Nevertheless it’s only a completely different problem, I might say. It’s attention-grabbing.
It’s cool, however it’s additionally attention-grabbing and funky to create the merchandise extra oriented to children as a result of it’s a unique problem. It’s about placing in stunning and funky play options and make sure that there’s an excellent stability within the mannequin so it holds collectively when children are enjoying with it. It’s only a completely different expertise.
Chris Gollaher: One factor I need to comply with up on, as a result of I believe it’s actually sort of enjoyable about this, it’s truly not solely the set itself which is a unique canvas we will work on, however even the packaging! The extent of element that we get into with the packaging, due to the scope of this factor and the variety of items. You’ve bought 4 completely different bins inside the huge field. So how the crew designs that packaging, even the expertise of opening it up, is a novel factor to this, completely different than different LEGO Star Wars units. So all the best way round I believe every thing’s amped up just a little bit on this.
StarWars.com: Is {that a} aim for all of you? When it comes to year-in and year-out, do you need to maintain bettering or amping it up for yourselves and for customers?
Jens Kronvold Frederiksen: At all times! [Laughs] That’s actually what it’s about. As we talked about earlier than, with merchandise for youths it’s such an vital half when creating one thing we’ve carried out earlier than or if we now have to create one thing alongside one thing we’ve carried out earlier than, the client insights, the suggestions we bought on our earlier merchandise is one in every of our most vital instruments. There are all the time issues we will do higher and enhance or change from final time. We need to do it higher each time.
As Chris is speaking about, with these huge grownup merchandise, that ought to simply in any regard be a premium expertise. That’s actually what we attempt for. At all times.
Mike Ilacqua: You’ll be able to see that, and I’ll simply use one instance, in publishing. There are volumes of books that showcase the historical past of LEGO Star Wars and the variety of units that we’ve created. It’s fairly astonishing whenever you look over the 20-plus yr historical past of LEGO Star Wars. Simply the evolution and the detailing that will get amped up yr after yr after yr. When there are fashions which are reinvented and redesigned, it’s only a whole step change within the detailing that Jens and his crew is ready to ship.
And as epic because the AT-AT goes to be, simply full confidence that the subsequent factor we do goes to proceed taking it to the subsequent stage. In order that’s definitely the half that makes our jobs a lot enjoyable.
Jens Kronvold Frederiksen: A superb instance of that, Mike, was again in 2019 once we had the 20th anniversary of LEGO Star Wars. We bought the thought, “Hey, we need to launch some merchandise from the start.”
We had been trying into some anniversary merchandise, so we constructed among the first merchandise from 1999, like Luke’s landspeeder. We took a number of merchandise. We had been taking a look at them [like], “Are we going to launch these? No, we’re not. That appears so final century! That appears so easy and so plain!”
What we did as a substitute was, we made these icons, however we made new, higher variations of them. After which there was a minifigure that was like the unique. However the fashions, they regarded, properly, I’ll say, a bit previous and easy.
StarWars.com: One final query, only for LEGO Star Wars AFOLs. What would you like them to learn about what they may anticipate within the years forward?
Jens Kronvold Frederiksen: Extra LEGO Star Wars! [Laughs]
Mike Ilacqua: I believe Jens mentioned it finest!
This dialogue has been edited and condensed for readability.
The LEGO Star Wars Final Collector Sequence AT-AT arrives November 26.
Dan Brooks is a author and the editor of StarWars.com. He loves Star Wars, ELO, and the New York Rangers, Jets, Yankees, and Knicks. Observe him on Twitter @dan_brooks.
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