Welcome to another instalment of Monday Musings – a fortnightly(ish) series devoted to random musings on the LEGO hobby, community, my collection and beyond.
In case you missed it, Monday Musings can be long-form, or short bursts of whatever strikes my fancy, and be more traditional “blog-type” content. You may have noticed that I’m doing more news and launch posts, which I enjoy and still find ways to inject my opinions, instead of say, just drop a random gallery of images and call it a day, but I like writing, and want to give you guys a peek into how I’m perceiving things in the LEGO World – hence, Monday musings.
Here are the links to my previous 4 posts:
- #1 Having to limit the LEGO themes you collect
- #2 Is LEGO a good investment?
- #3 Does LEGO listen to their fans?
- #4 What kind of LEGO fan are you?
For Monday Musings #5, I’m going to put my neck out here and wade into some potentially prickly territory – LEGO Leaks are a net negative on the overall LEGO fan experience, and detract from the enjoyment and surprise of new LEGO sets. But first, let’s get into definitions.
What are LEGO leaks?
LEGO leaks, or #legoleaks is the term used within the hobby as a catch-all for rumours, and unannounced bits of information and photos of unreleased LEGO sets which usually make their way onto the internet ahead of any official reveal.
The term is mostly used by the #legoleaks hashtag on Instagram, which is one of the most-followed and active LEGO-related hashtags on the social media platform, and amplified by prolific leakers like @falconfan1414, who I respect because of his journalistic chops.
They usually come in several main forms:
- Text-based leaks which include set numbers, names, piece counts and prices
- Minifigure leaks which usually originate from LEGO factories around the world (most commonly in Mexico, and China)
- Shop leaks which usually are storeroom photos of unrevealed sets, or sets that somehow end up on eBay through dubious methods
- Retailer catalogue leaks which usually feature confidential images from marketing material shared with LEGO toy retailers to make orders
- LEGO-driven leaks which usually occur when LEGO themselves reveal sets ahead of schedule through their website, marketing material or other official channels. See the recent reveal of the Barcelona GWP as an example.
- LEGO retail leaks which are when LEGO stores or retailers put out sets on shelves ahead of reveals
LEGO has an incredibly passionate fanbase, and one of the best things about the hobby (speaking for myself as a collector), is getting excited over new reveals and
What’s wrong with LEGO leaks?
Nothing, really. I follow LEGO Leaks like a hawk because I like to stay informed (running a LEGO blog and all), and I am genuinely excited and always looking forward to seeing what LEGO does next.
I follow the hashtag, checking in regularly to see if any secret LEGO reveals have been uncovered, or leaked as it can sometimes affect my editorial focus. It’s not something I specialise on on the blog (there are other publications and sites that cover leaks and rumours extensively), and I generally will write about them if I think I they have any truth, or if they directly tickle my fancy.
That said – as a Recognised LEGO Fan Media (RLFM) and part of a long-running member of the LEGO Ambassador Network, I’m under some obligation to not publish unreleased photos, leaked retailer catalogue shots, and any images with the Confidential Stamp on the blog.
I’m also privileged to also be given advance information on upcoming sets, and am sometimes placed under strict NDAs. For example, I was given a peek of the Marvel Studios Minifigures Series way back in May at RLFM Days 2021 when I interviewed the LEGO Minifigures team.
I can bend the rules like some other RLFMs and just liberally used the word “rumoured” to cover leaks which yield a TON of internet traffic, but I choose not to because it mostly doesn’t fit my editorial and personal interests. This may change, but I’m happy with where I am now.
That said, LEGO is a leaky ship and a lot of these leaks occur because of poor information control, and not something that LEGO can ultimately stop because of just how large they are as a company. From concept to production, so many different people, teams and external parties can be involved, and information will try its hardest to get out.
Why leaks ruin the LEGO Fan Experience
While I am very guilty of consuming and seeking out leaks for my own personal curiosity, I ultimately believe that they ruin the LEGO fan experience, and detract from the enjoyment, and surprise of LEGO sets.
Try and think of the last time a LEGO set got revealed properly through official channels – it might’ve been the 10290 Pickup Truck, which was a surprise drop on LEGO.com, and had previously been thought to be a LEGO Delorean, which was a fantastic surprise befitting of a fantastic model.
LEGO leaks mostly tend to be crudely shot photos, or grainy pixelated images that never paint the sets in the best light.
For most LEGO fans, leaks are usually the first time they hear, or see new upcoming sets, as it’s an in-joke amongst LEGO Ambassadors that sets will almost always leak before the official reveal.
So if you follow me on Facebook, you may have seen this photo I posted over the weekend. I received a delivery for an upcoming review set, and was genuinely blown away when I opened the box!
A bit of inside information on the review offer process – when LEGO invites ambassadors to review sets, we typically get a set number and maybe a theme, but that’s it. Most of the time, googling the set number will reveal what it is as it’s likely to have had the set name and number leaked, which can come in handy, but this was something completely new, and completely unknown when I accepted the offer.
It was such a thrill and a rush, as I opened the box because what greeted me was not what I had expected in my wildest dreams, and I spent a solid few minutes just admiring the set, the packaging design, and the photos of the back, marvelling at the top-secret LEGO set that was in my living room.
As a LEGO superfan, I’ve genuinely missed moments like this – where I get to see a LEGO set I never knew I wanted, in all its proper glory.
What do LEGO Designers think of leaks?
I was also reminded of this quote from Marcos Bessa, a LEGO Design Master that most recently worked on 76391 Hogwarts Icons, who commented the following when asked about leaks, on a Q&A on his Instagram in June.
He nailed it on the head, and I empathise with the first point. It takes multiple teams of people at LEGO who work in all sorts of disciplines, from marketing, to element design, to set designers, to graphic designers to sales, that are responsible for bring LEGO sets to life, and what is likely hundreds and hundreds of hours of effort, and work planning reveals and launches.
When LEGO sets get unceremoniously leaked online (for clout, fame, or $$$), it undermines a lot of the hard work that goes into the launching a set (which takes months of planning), and almost always portrays the sets in a bad light.
And this is precisely why I think LEGO leaks are not great for fans – it robs that “wow moment” that you get when seeing an impressive, highly anticipated LEGO set for the first time – either in crispy high resolution images, or through a video with gorgeous production quality.
I was granted that privilege not once, not twice, but thrice in one weekend (it was a very good weekend for deliveries), and I was thrilled with every single one, and I really can’t wait for you guys to be able to see the sets.
LEGO Leaks are likely never going to fully go away, but LEGO does seem to be a bit better at plugging the holes in their systems, but I do hope, for the sake of all LEGO fans that we end the year with some surprising reveals that will truly surprise and delight.
What do you think? Do you like LEGO Leaks, or think they ruin the surprise of all these awesome new sets?
Thanks for reading!
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I am capable of surprise and delight with dark, grainy sneak peeks. Usually they enhance my desire to see the nice pictures when they come out.
I’m a little surprised how much space in this article was about your experience getting stuff as a brand ambassador. It’s not exactly relatable, and it doesn’t really compare to getting to see an advertisement or the catalogue images.
I love the leaks, they actually get me more excited for a set further in advance and it helps me plan for when a set that I want further in advance to help me save for it. I actually really dislike the “suprise”. Too me its a dis service, to not reveal it earlier.
Interesting article, my biggest problem at the moment with Lego is the number of new big D2C sets. I often look out for leaks so that I can plan my budget. Lego have often done promos to go alongside the D2C sets to encourage you to buy the sets in day one. What would help is giving people more warning of the new sets so that you can budget.
For instance Diagon Alley was officially announced the day before it came out, and included the Brickheadz promo. The problem was that the new Harry Potter sets had been out for a few months so this was the only set you could get if you wanted the promo.
That’s a fair argument – and yes, text leaks in those cases are helpful in planning, especially since 2021 has been absolutely bonkers in terms of releases.
Thankfully, LEGO has a fairly predictable (in most cases!) release cycle, but I get your point.
That is super weak argument. We all know how the internet works you have to click on a link to get to the site. *Spoiler alert* if leaks are ruining your experience, stop clicking the link and reading them. How is there any less or more wow based on who and when the announcement is made? You’re bored.
I love leaks! I wish there were more. And that there was a reliable blog / website to follow leaks as I’m not a fan of following the Insta hashtag.
I understand some fans don’t like leaks, but presumably they’re pretty easy to avoid given the difficulty I have finding them.
Brick Fanatics do a pretty good job of covering all leaks and rumours, since it drives a ton of traffic and most other RLFM steer clear away from leaks. That or just republish whatever that’s on FalconFan or #legoleaks.
It’s a fine balance – I like to know what’s coming, but also enjoy surprises, especially when I don’t know what sets look like!
Thanks … I’ll check out Brick Fanatics.
I usually find plenty of surprises in the official images, even when blurry images have been leaked. The blurry Modular Police Station was a nice … teaser to the official images.
I would be very happy if Lego did the teasing themselves – released little clues, photos of small snippets of sets, etc. I’m surprised they don’t do it themselves … although I vaguely recall a somewhat recent attempt by Lego?
They sometimes try to hide in small Easter Eggs here and there, like how the Creator 3-in-1 Castle was sort of teased in the Medieval Blacksmith Designer video!
Excellent points! But you missed the #1 worst thing… all of the like/comment/upvote addicts that abuse #legoleaks on their custom minifigs or MOCs that have nothing to do with leaked official sets.
I’m sometimes guilty of that as well, when it’s not technically a leak, but a new release, but yeah. It’s one of the most active LEGO hashtags, so makes sense for people to promote their content there.
I too love this series, and used to seek out leaks, but I agree, I love the official reveal, WAY more, than rumors and leaks and poorly visualized pictures.
I remember not long ago, when Lego released weekly clues and videos about the UCS Millennium Falcon, and every week was hoping to see what I thought might be coming, but I fondly remember those weeks and the subsequent reveal that followed. I am no longer young, but I can tell you I felt like I was a kid again!
I wish I had the technical skill, and time on my hand to start a site like this, as I think I would be in heaven. I am jealous
of your site, and love the articles, please keep them coming.
Thank you so much for your kind words – I really do enjoy writing about LEGO.
It’s a weird balance, but I too remember that time, and how rabid fans used to be on Eurobricks, speculating what it could be. I sure hope the remaining surprises LEGO have in store this year manage to stay under wraps, because there’s a lot of cool stuff in the pipeline!
Have never really been interested in leaks – it really is a joy coming across a newly announced product you never knew you needed. Just yesterday this mammoth Technic bulldozer showed up 👍. Now where am I going to find another $750…
Funny thing about that Bulldozer… it first appeared through a Facebook Marketplace listing in Germany!
Super impressive though, especially the app-control features.
I no longer go seeking Lego leaks – as you’ve covered – the images are generally $hite. and I like the surprise of set reveals.
Now if those leakers could get their hands on HD images…. and multiple angles… maybe I could be persuaded to look..
Hi Jay,
Great article! Really enjoying these musings!
I do agree, leaks ruin the unveil of new sets as photos are often grainy and the surprise usually ruined as there will also be leaked info describing the sets months in advance. But on the flip side, it can build up the hype as it generates discussion and interest amongst fans.
For hardcore fans, you can’t avoid it if you are on social media and forums where they are constantly discussed. Much like iphone leaks! But away from our bubble, the casual fans and young kids will still discover sets for the first time when they see it on shelves.
I’m not sure what can be done as there are too many touch points for sets and they do need to get distributed ahead of release so it is exposed to a lot of people. Only way is if Lego unveil sets months in advance. If they want to maintain hype, perhaps can do what movie trailers do and release teasers and unveil bit by bit in the lead up? Like start with figs and snippets of a set then gradually reveal more.
Yeah, leaks are generally a double-edged sword.
I do agree that they do build up hype, and speculating about what’s coming, based on set numbers and pieces is always fun.
I can confirm that LEGO are working hard behind the scenes to plug all these leaks, which include earlier announcements/reveals which has been a common piece of feedback, but at the same time, if they reveal things too far in advance, the hype and excitement does tend to wear off.
A workable middle ground would be some sort of release schedule, much like Marvel does with their movies/TVs.
When I saw the title of this post I was immediately skeptical, however, you made some really good points and I’m going to rethink how closely I pay attention to Lego leaks.
Haha thanks – it’s kind of like movie spoilers in a sense. Some people LOVE getting into leaked set footage, random internet spoilers etc, but some prefer keeping the mystique to when they first enter the cinema.