This month was dominated by writing several LEGO set reviews, but one of them loomed a lot taller than the others. I hope you had a chance to read my extremely detailed and critical look at the new #10307 Eiffel Tower set. We also looked at two much smaller gift-with-purchase sets. (You will receive both for free if you buy the Eiffel Tower soon).

Beyond reviewing new LEGO sets, I finally published a sprawling interview of almost the entire LEGO Masters USA Season 3 cast. This was the result of more than two months of research, interviews with them via Zoom, meeting many of them at BrickCon in October, and a written interview. To make the story even better, many of them included great photos to bring their personal stories to life.

Most Common LEGO Parts

I’ve also updated my popular Most Common LEGO Parts article to reflect (most of) the sets released this year. I love doing this analysis about once a year, as it gives me insight into specific parts that are gaining or losing popularity over time, but also broader trends within the LEGO ecosystem of parts.

Here are a few of the trends I’ve observed this year:

1. The rising popularity of tiny pieces.
2. Decreasing emphasis on basic bricks and plates.
3. Possible decrease in popularity of Technic parts.
4. Blossoming popularity of plant pieces.
5. Stable popularity for SNOT pieces.

It was also interesting to observe the impact of a single set on the rankings; #10307 Eiffel Tower alone is responsible for doubling the popularity of one part: Bar 2L w/ Stop (part 78258).

Be sure to take a deeper dive into the Most Common LEGO Parts, and let me know what you see in the data!

One Last Chat with AFOL Advocate Tormod Askildsen

This month, BrickNerd published a story so big that it took three articles to tell — Are Heiseldal conducted an extensive interview with one of the most pivotal figures in The LEGO Group’s evolution to embrace their Adult Fans. I encourage you to read the whole article, but wanted to highlight a few excerpts from this lengthy discussion following his retirement after 39 years at the company.

I’m honored to have a Tormod Minifigure in my small collection of LEGO employee ‘business cards’.

• Part 1 – LEGO Mindstorms and discovering AFOLs
• Part 2 – Listening to AFOLs
• Part 3 – Accepting and embracing AFOLs
  —BrickNerd

In the first part, I enjoyed learning that he only landed at The LEGO Group because his wife got a job in Billund and he found a marketing role in the LEGO DACTA (now LEGO Education) department in 1983. His involvement with very early LEGO robotics products for the Education market will become a lot more relevant when we jump forward to his involvement in LEGO Mindstorms which shipped in 1998. (You will find several interestng anecdotes about the Mindstorm days in part 1 of the BrickNerd Article.)

These people, you see, were doing things that we were not so happy about—modifying the source code, developing their own software and so on. So our plan was to explain to them why they could not do that!

Tormod Askildsen

The relevant part for the AFOL community is what happened next: They discovered that a huge number of Mindstorms sets were being purchased by Adults, and they discovered that some very enterprising fans had reverse-engineered the software. The decision to fight these ‘hackers’ or embrace them was not obvious at the time, but the ultimate decision to learn from them rather than fight them planted the seeds for future engagement between the company and Adult fans.

Soon thereafter, Tormod became involved in LEGO Direct, a precursor to LEGO Ideas where models designed by AFOLs were turned into real LEGO Sets. By 2002, they had created an internal document about “LEGO Enthusiast Communities”.

Our white paper was basically about what the fan community was, what we could do, what we thought we should not do, and what they wanted and needed. Plus, why were they even there, and who were they, really?

Tormod Askildsen

The second installment goes on to explain how a comic book titled “AFOLs” was created to help LEGO Employees understand the growing audience of Adult consumers. It also touches on the genuine failure to validate the changes to light and dark gray with the AFOL community, and the very first LEGO Inside Tour.

In 2000, [Christina Hitchcock] organised the first BrickFest—at George Mason University in Washington, D.C.—and to me, that is the first time a real AFOL event came together.

Tormod Askildsen

The bulk of the second article is about both the organic ways that the AFOL community grew (such as the BrickFest in 2000), as well as the ways that The LEGO Group helped learn from the AFOL community through programs like the LEGO Ambassador program. This chapter wraps up with a lengthy discussion of the companies challenges in 2005, and how Jørgen Vig Knudstorp took over the helm from Kjeld and helped steer the company to a better place — and how the AFOL community helped inform their strategy.

Internally, people were referring to fans as ‘nerds’. They said they wanted to market LEGO products to ‘ordinary’ people as well, ordinary kids and adults.

Tormod Askildsen

In the third installment, we learn how the failure of Galidor led the company to look harder at their original audience of kids as well. Fortunately, they were able to show that LEGO building products appealed to a broad cross-section of kids, and the same was true for many of their adult fans as well. In fact, they leaned in to those adult builders again in 2006 to launch more fan-designed sets under the LEGO Factory branding.

It was a personal high for me when the target group was extended to include adults, and the 18+ portfolio was introduced.

Tormod Askildsen

Book: The LEGO Story

The interviews with Tormod discussed above dovetail nicely with something else I’m reading right now — The newly released book The LEGO Story: How a Little Toy Sparked the World’s Imagination.

The LEGO Story, by Jens Andersen. Available in Hardcover or Audiobook.

I’m only halfway through the book, but I’m especially enjoying hearing a lot more of Kjeld’s voice in the latter chapters. (Author Jens Andersen had ‘unlimited’ acess to the LEGO Group vault and to third generation family owner Kjeld Kirk Kristiansen when writing the book.) Full review to follow, but so far I’m finding that the book strikes a unique balance between a history, a biography, and a business text.

• The LEGO Story, by Jens Andersen (Hardcover)
  The book was first released in 2021 in Danish (as ‘Et liv med LEGO’), but the English-language version was just released this month. It is a premium volume with a bright yellow dustjacket. Inside, you will find color photos interspersed throughout the book.
  418 pages, $32.50 MSRP, available now at Amazon
• The LEGO Story, by Jens Andersen (audiobook)
  While the hardcover book is gorgeous, I also purchased the audiobook version at Audible/Amazon. The Audiobook is a no-compromises option; It is read by an excellent narrator (that also teaches you how to pronounce Danish names and roads) and includes a PDF containing the same images included in the print edition.
  11 hours, 50 minnutes. $27.94, available now at Amazon / Audible.
• Other options? You can also purchase the book as a Kindle Ebook, or an Audio CD at Amazon.com website or your favorite local bookstore.

New at Brick Architect

• Interview: Learning from the LEGO Masters USA Season 3 contestants
  LEGO Masters contestants are serious LEGO enthusiasts with a lot more backstory than fits on the FOX TV show. Let’s learn more about them — and their love of the LEGO brick.
• Review: #10307 Eiffel Tower
  The tallest LEGO set ever produced is arguably the largest LEGO set ever created when you consider the overall volume. But can it possibly be worth the $630 price or the time commitment — and where will you put it?
• Review: #40579 Eiffel’s Apartment
  Whether you want to learn about this gift-with-purchase set or you just want a sneak peek at building the gigantic Eiffel Tower set, we’ve got you covered!
• Review: #40563 Tribute to LEGO House
  A decent-sized gift-with-purchase based on five rare LEGO sets that you can only buy at The LEGO House in Billund — but what’s the point when visiting Billund is out of reach for most LEGO fans?
• Updated for 2022: Most Common LEGO Parts
  I particularly enjoy learning about parts which are gaining popularity over time, as well as those which are slowly fading to obscurity.

I’m thrilled to share personal stories from the LEGO Masters USA Season 3 contestants.

I also wanted to mention that my next update to LEGO Brick Labels is coming soon. In the process of updating my Most Common LEGO Parts article, I’ve already created about two dozen labels for parts which have gained enough popularity to be in the top 1200 most common parts. The final update will likely include even more new labels!

MOC of the Month

Some of the best photos of LEGO models not only include technical wizardry, but manage to capture motion within a still image. Okay Yaramanoglu brought an amazing LEGO to life by carefully editing in the perfect backdrop and the illusion of smoke and propeller movement.

The Inventor’s House, by Okay Yaramanoglu.

Upon a closer look, you might notice that the bottom of the model is built upside-down, with a raised baseplate carefully attached to the underside of the building. “The biggest challenge was stability as I needed to figure out how to balance such a large MOC on a small point, which is why I decided to use a cloud as a stand.” Further, Okay explains “you will notice details like the gutters for collecting water and the small vegetable garden in the back for food.”

Best articles from around the web

Here are some highlights this month from around the web – Happy reading!

• WBI’s 2022 Top Ten LEGO List for Equity and Inclusion (and Five Opportunities)
  It is great to see several topics about inclusion that I highlighted here at Brick Architect were also included in WBI’s list for 2022. They also pointed out The LEGO Group’s work for Black History Month, the Wheelchair racer CMF, and of course the introduction of two new skintones which we already discussed.
  —Women’s Brick Initiative
• 10307 Eiffel Tower: Designer interview with Rok Žgalin Kobe
  In this video interview, we learn that the gigantic new Eiffel tower set is roughly the same scale as #xxx Statue of Liberty and #xxx Titanic. I also enjoyed learning about several of this design details from the designer himself. Lastly, we learn that 10,000 bricks was not the original goal, but they nudged it over the line when they got so close to that number.
  —New Elementary (via YouTube)

The parts are weird, but are designed by talented designers and produced by LEGO standards … There is not much to build, but once assembled, the playability is very high if you like action figures.

Rebrickable

• Is this LEGO? – Galidor
  Here’s a closer look at Galidor, the failed LEGO theme that is frequently blamed for the near-bankruptcy of the company in 2004. The author of this article deserves an award for watching all of the complementary TV shows as part of his research.
  —Rebrickable
• An exclusive tour of the new LEGO Australia office!
  While light on ‘news’, it’s hard not to love this photo-filled exploration of a brand new LEGO office in Sydney, Australia. I share Jay’s enthusiasm that we get a Koala CMF in the future!
  —Jay’s Brick Blog
• LEGO DOTS 41957 Adhesive Patches Mega Pack review + MOC with part 80319
  While it was not designed with creating MOCs in mind, here’s an closer look at the adhesive-backed rigid parts which are meant to attach to a notebook. As you can see, these “8×8 half plates” (which are the same thickness as a bracket) can also be used to create custom MOCs.
  —New Elementary

The seals on them are not waterproof. … in the event of an unudation with floodwaters, they cannot be relied on to keep your elements clean and dry.

Rambling Brick

• Are LEGO® Plastic Bags Waterproof? Stress Testing Internal Plastic Bags
  TLDR – The current plastic parts bags are not waterproof, so waterproofness is not a good excuse to complain about the new paper bags either.
  —Rambling Brick
• LEGO DOTS: Building with Bag Tags
  This offers a quick look at a new part designed with travel in mind, that is designed just right to allow another connection type – you can connect a clip along the edge!
  —New Elementary
• Bucknell parents design a Rooke Chapel LEGO kit for their graduate
  The dad of a recent Bucknell University graduate created a custom LEGO set based on the univerity chapel to celebrate her graduation. Having graduated from Bucknell (albeit many years ago), I can vouch for the faithfullness of the model.
  —Bucknell Magazine

NerdVember

Our friends at BrickNerd not only published the epic 3-part article about Tormod that I featured at the top, but shared a wealth of other great content this month. Why so much awesome content? Chief Nerd Dave Schefcik explained to me that they have been saving some of their nerdiest content for this month — Hope you had a happy NerdVember!

• Black Panther and the Black LEGO Community
  When the #76215 Black Panther bust set was announced, I was dissapointed to learn that none of the prerelease sets went to Black LEGO enthusiasts, because I recognized how important both the late Chadwick Boseman and the Black Panther character are to that community. BrickNerd sent a copy to LEGO Masters Season 1 contestant and LEGO Educator Corey Samuels, who shared the build experience with his students. But it isn’t his voice that explains it best, but rather the young builders who helped him.
  —BrickNerd
• LEGO Legacy: A Tribute to Master Builder Dagny Holm
  Arguably the most influential artist who used LEGO bricks as her medium was Dagny Holm. Her model shop brought the first LEGOLAND theme park to life! It’s only fair that her legacy was immortalized in the most recent LEGO House exclusive LEGO set.
  —BrickNerd
• The AFOL Slang Dictionary
  Whether you use it as a genuine dictionary for AFOL slang, or simply read through the list and laugh, this is a great new resource that I know you will enjoy.
  —BrickNerd
• LEGO SNOT: Hinge Techniques and Element Design
  This article explains why certain hinge elements are designed the way they are, and will hopefully help you build better given these constraints..
  —BrickNerd

Podcasts:

This month I’ve highlighted episodes from podcasts that I don’t usually highlight, because they managed to touch on the LEGO Hobby, toys in general, and the role of product reviews. Enjoy.

• Wirecutter: Brian Lam (1:16:21)
  This interview with the founder of the Wirecutter cuts to one of the fundamental things about creating content in this modern era. When you rate a product or service, your credibility is on the line. That’s why I work so hard to create detailed reviews with specific ratings and recommendations here at Brick Architect, and I hope you love the sets which I recommend!
  —How I Built This
• November 24: Rising rates and real estate, global edition (27:45)
  Near the end of this episode (17:35) they touch on something of interest to Architecture and design enthusiasts: the green reboot of plastic Eames ‘Shell’ chair. At the end (26:15) they shared that discounts on toys are at record highs, of 30% off. (I’m definitely seeing a lot of discounts on LEGO sets this year!)
  —Marketplace
• Vale LEGO MINDSTORMS with Special Guest: BrickJournal’s Joe Meno (56:50)
  Jay and Richard welcomed guest Joe Meno onto a special episode where they reflect on shifting priorities for Robotics at The LEGO Group, and the retirement of a consumer-facing Mindstorms product.
  —Extra Pieces

Brick Architect in the news

• How some of the Season 3 USA contestants organize their LEGO Collections
  My interviews with LEGO Masters USA Season 3 contestants were popular on Reddit, especially in this post on r/LegoStorage which focused on how the contestants store their own LEGO parts.
  The interview was also highlighted on r/LegoMasters
  —Reddit