Update: Hope it’s clear now that this has been a joke announcement for April Fool’s! To read more April Fool’s gags from other LEGO sites from across the web, check out my LEGO April Fool’s 2021 roundup!
Billund, Denmark, : Effective immediately, the LEGO Group announced that it would be strengthening its commitment to Child Safety and Safe Play by mandating that proof of age identification be presented when purchasing all 18+ adult-focused sets, online or at LEGO Brand Retail Stores.
LEGO sets being purchased by adults have quadrupled in the last year compared to a decade ago, as adults flock towards the LEGO brick, a trend that was accelerated by the Covid-19 pandemic.
In line with The LEGO Group’s “Adults Welcome” strategy, the Danish company has also enhanced its 18+ portfolio, with sets and building experiences tailored towards adults.
Learn more at: https://www.lego.com/en-au/aboutus/adults-only-content-child-safety
The website isn’t live yet, but LEGO Ambassadors were given a sneak peek at the new landing page which contains everything you need to know about this new initiative.
To prevent these 18+ sets from falling into the wrong and age-inappropriate hands, The LEGO Group will now require its customers to provide the following proof of age documents: driver’s license, passport, social security card (USA) or any other valid government-issued form of identification.
“At the LEGO Group, child safety is our number one priority” says Søren Christiansen, Senior Child Safety Compliance Officer.
“Following complaints from parents, we cannot afford to expose impressionable children or teenagers to adults-only sets like Winnie the Pooh. The LEGO 18+ label has allowed us to broaden our product portfolio and explore adult-themes like 123 Sesame Street, which would be highly inappropriate for children.”
With age verification, The LEGO Group are confident that its adult-targeted LEGO sets will now only be purchased and built by its intended audience.
Visitors to LEGO.com will now have to confirm their age and enter their date of birth to verify that they are legally allowed to purchase 18+ products. Employing the latest in machine learning, all visitors who enter 1 January 1900 and other common workarounds to avoid the age-gate will automatically be blocked and docked 50 VIP points.
This latest Child Safety initiative builds on earlier moves to protect the children by designing all 18+ LEGO sets with a bleak, dark and uninteresting design.
Research has indicated that children and teenagers are turned off by the black box design, which downplays any vibrant colours and characters which could potentially confuse children and unwitting parents at the point of purchase.
This is a really interesting development from LEGO, so my recommendation would be to not forget your proof of age ID when you go to the LEGO store.
I think it’s an exciting move from LEGO as it demonstrates their commitment to AFOLs and adult builders, which means we might open the door to more controversial adult-targeted licenses like Paw Patrol, Barney and Friends or PJ Masks.
What do you think of this move by LEGO? Do you think they’re doing enough to prevent adult sets from being illegally purchased by teenagers and kids?
In case you missed it, I’ve co-founded a new podcast with The Rambling Brick called Extra Pieces. Check it out, give it a listen and let me kbnow what you think!
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I genuinely have just been asked for ID buying the Thanos Gauntlet 18+ Lego at Argos!
This post got me! I was no way this can’t be right. LOL! Happy April Fools Everyone!
Same, I totally forgot it was April Fool’s until I read the fake quote and went “OHHH” XD
Happy April Fool’s 🙂
Nice April fools joke, you had me there for a minute.
Cheers!
Excellent!
Thanks, Jay, I got my whole class of grade 6 students with this post!
Haha, nice one! What were their reactions?
And a happy April Fool’s Day to you too sir!
Glad I could be of service 😉
Whilst I support any child protection measures, what if you don’t have any proof of age ID? I don’t have a driver’s licence, hold a credit card, or have a current passport. Would a birth certificate suffice?
This was an April Fool’s joke in case you missed it 😉
Only if it’s the long form version. Because it’s about child safety and not simple things like being POTUS.
You got my sister good. I was thinking that this couldn’t be real and she didn’t figure it out until she tried to click the link. Happy April Fools!
Haha! I tried to make it as believable as I could with the link as well 🙂
Best April Fool’s post I’ve seen in awhile. “…adults-only sets like Winnie the Pooh” and “This latest Child Safety initiative builds on earlier moves to protect the children by designing all 18+ LEGO sets with a bleak, dark and uninteresting design” were particularly nice touches.
I’ve had a long-held vendetta against the black packaging, so this was my way of letting it all out 🙂
Knew it just from the headline, but very funny. Good on you.
Thanks!
You must be kidding – Winnie the Pooh and Seasame Street adult only Legos. NONSENSE! My kids were reading those stories when they were small – how can you say that Lego sets and their images are for adult only. My grandkids build and play with those sets. They are now all over seven years old. Their parents bought lego sets for them. The kids were not allowed to buy sets online – I’ m over 70 years old and love building with Legos and yes, I don’t like the black background on the new sets. It’s not the friendly, colourful lego box that it used to be.
This was an April Fool’s joke! Sorry if I caused any confusion!
I really thought you were serious at first until you sarcastically mentioned winnie the pooh and sesame street. I was about to blow my top at Lego 😂😂😂
Mission accomplished!
Oh man. You had me. I had written a huge, long rant, before I realized. smh.
Haha! Mission accomplished in my books!
April fools
I was so very very confused. Well done! Even a website that’s temporarily broken. Clever!
Had to make it as convincing as possible! Cheers!
Shoot me now!!! April fool on me!!! 😜
Apologies if I caused any alarm 😛
This is the most brain dead idea that I have heard in ages. How can they force other countries do follow this.
I think this is the stupidest thing ever!!!!! you want to tell me that kids can’t play with the Winnie the Pooh set or Sesame Street is ridiculous. If lego wants to give adult content give us x-rated sets!!! Kids can’t play with Sesame Street is the stupidest thing I’ve ever heard of. I know you’re just a messenger but if you can please tell Leal stupid this is a be appreciated
This is an April Fool’s joke.
Yes I realize that after I left, and got to see other peoples comments and realized what day it was
Ha ha. Caught me.
Looking forward to picking up the Debbie does Dallas set. 🤣
My favorite set!
Oh dear, that’s a regretful Google. I’m glad I wasn’t on my work computer!
This got me good. I was actually getting more upset the more I read.
In light of the mass censorship around the world the past couple years (Dr. Seuss, food brand names getting changed…), this sort of thing happening wouldn’t have surprised me if it was real. I just happened to remember what day it was.
Lego isnt affiliated with slavery or discrimination so no need to worry
it’s not bizarre to think this type of thing could happen today. To any company. If you think it’s not you are clearly one of the sjws that proliferate this nonsense.
Yes, it’s those evil “sjws” ruining everything, right! Simultaneously spineless and offended by everything, yet they have enough power to force companies to change their branding!
PersonalBeast already made a good point about /why/ those things were changed.
APRIL FOOLS!! Hahaha.. Good one Jay!
Haha thanks!