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From Scala and Belville to Friends and Elves: The evolution of LEGO themes marketed towards girls

March 8, 2021 By VaderFan2187 8 Comments

Editor’s Notes: Today, the entire world celebrates International Women’s Day, a global event marking progress in the women’s rights movements and gender equality. I’ve got two articles planned for today, and this is the first – charting the evolution of LEGO themes and sets marketed towards girls, and another that will drop later tonight, so… 

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Filed Under: Editorial, News Tagged With: belville, clikit, dc super hero girls, dots, elves, friends, girls, international women's day, lego, lego elves, minidolls, scala

Winners & Losers: LEGO in 2017

December 30, 2017 By Jay 54 Comments

What a year it has been for LEGO. As the year comes towards its end, I’d love to review some of the biggest trends, news pieces and in my opinion, the Winners and Losers of LEGO in 2017. I’ll still be writing a usual Year in Review Retrospective piece, so this will be a little… 

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Filed Under: Editorial Tagged With: 2017, brickheadz, dc super hero girls, LEGO Dimensions, lego elves, lego friends, lego ideas, ninjago, resellers, winners and losers

Review: LEGO 41172 The Water Dragon Adventure

June 6, 2016 By Jay 9 Comments

I’m a big fan of LEGO Elves and have amassed nearly every set that has been released. If you’ve read my previous Elves reviews, you’d know that I really enjoy the theme’s bright, vibrant colour palette and the whimsical fantasy setting. Elves is one of the most exciting sets on the market now and if you’re… 

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Filed Under: Elves, LEGO Reviews Tagged With: 2016, 41172, elves, lego, lego elves, merina, minidolls, naida riverheart, review, the water dragon adventure, water dragon

Thoughts on the new 2016 LEGO sets from the German Toy Fair

January 29, 2016 By Jay 24 Comments

The Nuremberg Toy Fair is currently running and LEGO have unveiled (publicly) most of the new sets that we can look forward to from the second half of 2016! It’s a fantastic preview of things to come and to decide on which sets or themes are most deserving of your money. I haven’t even gotten… 

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Filed Under: News, Uncategorized Tagged With: german toy fair, lego city volcano, lego creator, lego dc, lego elves, lego marvel, nuremberg toy fair, preview, second half 2016

Review: LEGO Elves 41074 Azari and the Magical Bakery

July 18, 2015 By Jay 2 Comments

It’s been a few months since I last reviewed a LEGO Elves set (Naida’s Spa Secret, in case you were wondering) which is a bit of a shame as I believe that Elves is still one of the most exciting new themes to come out of LEGO in awhile. I guess it’s also a testament… 

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Filed Under: Elves, LEGO Reviews Tagged With: 2015, azari firedancer, flamy, johnny baker, lego elves, minidoll

Review: LEGO Elves 41072 Naida’s Spa Secret

March 22, 2015 By Jay 4 Comments

There’s no theme I’m more excited about this year than LEGO Elves. The fresh and frankly, brave new LEGO theme which sends fans on an adventure exploring a new world filled with fantasy, elves and mystical energies is a great move from LEGO. Elves represents LEGO’s next step to conquer the female market and builds upon… 

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Filed Under: Elves, LEGO Reviews Tagged With: 2015, 41072, delphia, lego elves, naida riverheart, naida's spa secret

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Hello and welcome to Jay's Brick Blog. In here, you'll find independent LEGO set reviews, commentary on LEGO trends & news, bargain hunting tips and an inside look into the life of an average LEGO fan. Find out more about me here

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Jay Ong | Jay's Brick Blog
Lots of stickers, lots of teeth and not enough Sym Lots of stickers, lots of teeth and not enough Symbiote tendrils.

My early review of 76199 Carnage is now live on the blog, hit the link in bio to read, or swipe through the gallery to see more photos!

If you enjoy LEGO’s Helmet collection, or are a big Carnage/Spider-Man fan Carnage will be a no-brainer addition to your collection.

With all my helmets currently on display, Carnage is the ones that stands out the most, in a good way, and I like that they’re expanding Marvel’s helmet collection.

I do think that there’s a wasted opportunity here with the lack of tentacles, or Symbiote tendrils sticking out from the back. I know it will technically break the Helmets’ style and design language, but for a character like Carnage, it feels like a massive miss to not have anything stick out.

Will you be picking up 76199 Carnage?

#LEGO #carnage
Hope you're having a Hoppy Easter 🐰 Hope you're having a Hoppy Easter 🐰
🚨 BREAKING: Effective immediately, the LEGO Gro 🚨 BREAKING: 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.

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.”

Hit the link in bio to learn more
Did you know a group of sharks is called a Shiver Did you know a group of sharks is called a Shiver of Sharks? 🦈 🥶

That'd also coincidentally make a great #LEGOVidiyo band name!
Channelling my inner Kylo Ren - my Darth Vader shr Channelling my inner Kylo Ren - my Darth Vader shrine is coming together quite nicely.

#LEGO #LEGOstarwars #darthvader
New review up on the blog! Check out the new @LEGO New review up on the blog! Check out the new @LEGO Darth Vader and Scout Trooper helmets!

Hit the link in bio to read my review! 

Really loving the #LEGOStarWars helmet collection expanding - they make for such eye-catching display models that don't take up much space.

Can you guess which one of these 2 are my favourites?
Love it when @lego Bricks and Pieces orders arrive Love it when @lego Bricks and Pieces orders arrive!
🚀 LEGO continues to nurture its partnership wit 🚀 LEGO continues to nurture its partnership with NASA to reinvigorate interest in space exploration with the all-new 10283 NASA Space Shuttle Discovery, launching into the your collection on 1 April 2021 – no, not an April’s Fools joke!

This ode to NASA’s Space Shuttle program is meant to commemorate the original @NASA STS-31 mission, over 30 years ago, which launched the Hubble Telescope – capturing images of our universe, to help us understand more about the great beyond.

Coming in at 2,354-pieces, the @LEGO Space Shuttle Discovery will be released globally on 1 April 2021 for US$199.99 / AU$299.99 and will be available exclusively from LEGO.com and your local #LEGO store.

Hit the link in bio to see more!
I reviewed the new #LEGOVIDIYO Bandmates Series 1! I reviewed the new #LEGOVIDIYO Bandmates Series 1! 🎵

Hit the link in bio to read the full review

They’re not the main characters in this wacky new #Vidiyo world, and most of the minifigure designs show – while I do like the cohesive musical-theme that these characters are based off, and the wild colours, I was left wanting a little more.

What did surprise me was just how much I liked the Beatbits. The artwork and design prowess that has gone into them are just sublime, and I love that we get to see the talents of LEGO’s Graphic Design team put to excellent use with these quirky LEGO takes on physical media.
Overall, I have mixed feelings about Bandmates series 1. 

It’s crystal clear that @LEGO funelled the most unique and promising designs into the more expensive Beatboxes (for $$$), and a lot of the characters here just feel like an afterthought.

That said, there are some gems such as the Ice Cream Saxophonist, Shark Singer and Genie Dancer, and while the animal minifigures don’t do it for me, they might bother other fans less.
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