LEGO For Adults/18+ to be renamed to LEGO Icons

May 30, 2022 | 21

The LEGO Group have just announced LEGO Icons, a brand new umbrella theme that serves to tie all adult-focused LEGO sets under one theme.

Update: The LEGO Icons theme and branding is now live across LEGO’s online store!

If you remember, some time in 2020, LEGO begun to phase out the iconic Creator Expert theme name, in favour of “LEGO for Adults” or “LEGO 18+”, which is also when they started rolling out the now ubiquitous black box design.

Update:

As you can see below, sets like Optimus Prime and the Back to the Future Time Machine have now been updated and sit within the LEGO Icons portfolio.

Say hello to the new LEGO Icons logo, which you’ll start seeing from 2HY 2022 (second half of 2022, which begins in June) – across LEGO’s website, e-retail partners and more.

Here’s the official statement from LEGO:

From June 1st, 2022, we will be uniting many of our adult focused LEGO® sets under the name LEGO® Icons to help our adult consumers easily to find new, immersive builds or models that link to their interests and passions, particularly when shopping or browsing online. The name LEGO Icons will span all of our sets designed for older builders that are not already part of an existing LEGO theme such as LEGO® Technic, LEGO® Ideas or LEGO® Architecture.

Update: made a mistake with the wording, and removed the incorrect graphic.

For example, with the LEGO Icons theme, you can now find and group products targeted at adults easily on LEGO’s online store, as well as 3rd party retailers like Amazon.

You should start seeing the new LEGO Icons branding online from 1 June 2022 on e-commerce platforms including LEGO.com, before the logo comes online on set packaging from 1 January 2023.

Looking at some Australian retailers like Toyworld and Target, you can already see the name being applied to sets, and there’s even dedicated pages for LEGO Icons sets.

Overall, I like the LEGO Icons theme. I wasn’t a fan of “LEGO for Adults” or even “18+” as it was so hard to roll off the tongue, and obviously 18+ has adult connotations to it which makes it much better. Icons is also less “age-discriminatory”, which also signals that teens and even kids will also be welcome to play with LEGO Icons sets.

While I’ll be sad to see Creator Expert go for good, given the significance and nostalgia behind it, I’m glad that it got u all the way here.

What do you think of the new LEGO Icons branding? Is it an improvement over LEGO for Adults/18+?