Spielwarenmesse: The LEGO Group puts pop-art back in the picture for adult builders

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The LEGO Group puts pop-art back in the picture for adult builders

02. July 2020 14:50 h

New LEGO Art sets featuring Marvel and Star Wars characters and famous celebrities help adults get into the right ‘frame’ of mind while creating their very own masterpiece

  • Yesterday, the LEGO Group has launched a new canvas for creative expression alongside a series of much-loved partners. Designed for adults who pride themselves on their love of pop culture, four new LEGO Art sets give creative adults a different way to  transform their passion into art.

Those who love Warhol or Marilyn Monroe, The Beatles or iconic characters from the Marvel Universe and Star Wars galaxy can pay homage to their idols by creating their very own LEGO artwork portrait to proudly display in their homes, offices or wherever they enjoy their music, film or art.

The LEGO Art sets offer adults a new creative experience to help them relax and recharge as they transform a blank canvas (or in this case, small interlinking base plates) using LEGO tiles. Each set can be reimagined in a number of different ways to express the personality of each different builder, and to make it easy and simple for pop culture lovers to refresh the LEGO Art piece on display in their house. All four new sets come with a signature tile unique to the set that is worthy of any true work of art, and a new hanging element to make them easy to hang up and switch around.

With new research from the LEGO Group finding that 73% of adults often research new ways to help them relax, each LEGO Art set comes with a bespoke soundtrack that makes the perfect building companion. Featuring fascinating anecdotes from the creators of Iron Man and Star Wars, or those closest to the stories of Andy Warhol and the Beatles, the soundtracks dive deep into the inspiration behind each design to help adults fully immerse themselves in the building experience and unwind while they explore their love of music, art or film in a new way.

The LEGO Marvel Studios Iron Man set will be available exclusively from LEGO Retail Stores and LEGO.com while the other three sets will be available from retailers from 1st August 2020, or from 1st September in the US. Products may be available to pre-order from 1st July from selected retailers in certain countries.

Louise Elizabeth Bontoft, Senior Design Director at the LEGO Group, commented: “We know adults are always trying to destress after a day at work, and we thought, what better way to help them switch off than by encouraging them to explore their favourite passion in a new creative way?

With these wider ranging designs, we believe that we can inspire film fans, music lovers and art and design aficionados to immerse themselves in a world of art and creativity linked to their idols. Through this new experience, we believe adults can unwind, engage in a mindful building activity and ultimately create a beautiful piece of wall art that perfectly reflects their personality.”

These new wall art sets are the second 2D tile creative concept to be announced by the LEGO Group this year, following the launch of  LEGO DOTS, a new theme that offers children a new way to express themselves inspired by arts and crafts.

More information can be found by visiting www.LEGO.com/art-pr 

 

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