I don’t understand LEGO’s logic sometimes. LEGO established that sets that are predominantly black are targeted to the adult collector. Makes sense for the bigger sets that cost hundreds of dollars like the Star Wars UCS-style set or Ideas projects that are just as expensive and complex in nature. There were some odd, head-scratching entries in the adult-oriented collection such as 75294 Bespin Duel. Like, why is that not a set for kids? What kid would not want to re-enact the “I am your father” scene complete with throwing Luke out the window?
But it doesn’t stop there. In sets that are, or at least should be, targeted towards children, like 21324 Sesame Street or 21326 Winnie the Pooh, LEGO oddly enough decided to go with the black packaging signaling these sets are intended for the adult market. You could argue that because those are Ideas sets they should be marketed to adults but last I checked Ideas is a platform for fans 13 and up. Plus, considering this is Sesame Street and Winnie the Pooh, both of which are more or less for kids, it makes no sense that they are not in regular, colorful packaging.
Now oddly enough LEGO’s questionable decision-making isn’t a one-way street. Their latest reveal of 10291 Queer Eye – The Fab 5 Loft is a set that’s intended for adults but is NOT in the requisite black packaging. From the press release, emphasis mine:
The set, created for adult fans who love stylish, modern design and elegant architecture, features 974 pieces and measures over 9 cm high, 35 cm wide and 21 cm deep. It is packed with authentic details – including the iconic ‘STYLE, TASTE, CLASS’ sign – and accessories to highlight each of the Fab Five’s talents.
And here’s the box:
Now you could argue this set is using white packaging to appeal to young kids of the LGBTQIA+ community, but then why is 40516 Everyone Is Awesome set in black packaging:
Yeah I just don’t get it. Is white the new black? That’s the only thing I can think of of why The Fab 5 Loft is not in black packaging. I’ll have to see what kind of packaging the next adult-targeted set will be sold in to see. If I’ve learned anything about LEGO from over the years, it’s that LEGO doesn’t make any sense, they’ll do whatever they want, and won’t even follow their own rules.
10291 Queer Eye – The Fab 5 Loft releases on October 1st, 2021 and will retail for $99.99.
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