I have spoken in passing before in previous articles on the changing nature of The LEGO Group’s marketing when discussing what I hold as the best online campaign The LEGO Group has created in the last 20 years: LEGO Club TV. I alluded to the idea that LEGO has begun to lean into the brick as a lifestyle as opposed to a force of creativity and imagination. With the Adults Welcome campaign starting in 2020, the presence of sets designed for display like the Botanicals Collection has only grown with time. It’s a sign of the times, and one I’m personally not so keen on as someone who grew up with a LEGO with an incredibly different brand identity 15 years ago. Is LEGO a lifestyle brand now? I’d like to explore what a lifestyle brand is and how The LEGO Group has, perhaps surprisingly, been following its key tenets since...

Hey BrickNerd fans! Long time, no see! I emailed Dave the other day to see if he needed an article for the month and if we have posted anything space-related in a while. “Wait, who are you?” he replied. Exactly! If you’ve been paying attention, you may have noticed a multitude of various sci-fi vehicles rolling through your Instabook, Facegram, TockTick feeds. I figured I’d feature a few for FebRovery here on BrickNerd, based on several criteria that are vaguely floating around in my head, and in no particular order. SpringTime Let’s start things off with Whitetron Color Research, in The Planet Frost series by Frost. It’s been a long winter here in Vermont, and something about this, in spite of it being on an alien world, reminds me of springtime. The rover itself has great wheel-to-chassis proportions, ready to take on the most challenging terrain. Even if it’s just to...

Two weeks ago, the UK’s largest LEGO event and only official AFOL Networking Event landed in Manchester for its eleventh year: Bricktastic 2025! I was all signed up, packed up, and ready to roll to the convention when our beloved cat fell ill, meaning that I stayed behind, leaving my husband to brave the crowds alone. Luckily, many friends were there to greet him—and luckily for BrickNerd readers, they were more than happy to share their experiences from the weekend. There were hundreds of AFOLs to choose from, so let’s hear from a few who had very different experiences at Bricktastic 2025! The First-Timer: Nicole Nicole is one of the most wholesome LEGO content creators you’ll ever come across—and I’m hugely proud of her progress in building both LEGO and confidence. With a bit of gentle encouragement, she started to create her own MOCs and now builds live for her viewers...

Welcome back to “The Conversation Piece,” a BrickNerd series authored by our friends over at the Builder Improvement Initiative (BII), a Discord-based community that helps LEGO builders of all levels get better at their craft through knowledge-sharing and feedback. This will be a place for you to ask all of your trickier questions about creativity and building out of LEGO bricks. Have a question you'd like us to consider for a future article? You can submit it here. Enjoy! Can I Have Too Much LEGO? Anonymous asks: “How does lack of parts impact our building style? What links can be drawn between collection size and the need for original solutions?" The importance of a LEGO collection’s size has always been a point of debate. Some may be quick to quote a familiar green friend from the 80s: “Size matters not!” After all, it is in the mind—not in the expanse of...

Today’s guest article for International Women’s Day comes from Meredith Najewicz, a builder from Atlanta who has built colorful creations from towering New Hashima buildings to epic Elves-inspired landscapes. The Importance of Visibility Every year, especially in these post-COVID and “Adults Welcome” times, the AFOL community seems to keep getting larger and bringing in new fans from all walks of life. Some of the most well-known people in the LEGO social media world are now, in fact, women, such as EllieVToys and Emmasaurus. Progress is always a wonderful thing. However, this International Women’s Day, I asked BrickNerd if I could highlight women in our community who are helping to “make a seat at the AFOL table” for women and others who are new to the community. Now you may be asking “Why is this important?” so I’ll do a quick trip down memory lane to explain. Displaying at my first AFOL/LEGO...