LEGO Buys BrickLink

This is huge news. The sort of thing that I’d use for an April Fools post. Except this is real.

Today LEGO have announced that they have acquired BrickLink.

BrickLink logo

This is new information and there is going to be a lot to digest but here’s the official announcement:

Acquisition will strengthen the LEGO® Group’s engagement with its growing community of adult fans.

BILLUND, Denmark, November 26, 2019: The LEGO® Group today announced it has acquired BrickLink Ltd (www.bricklink.com), the world’s largest online community of adult LEGO fans from NXMH to strengthen its connection with its important adult fan base.

The BrickLink platform has more than one million members and comprises an online marketplace of more than 10,000 stores from 70 countries; a digital building software where builders can design and showcase their creations; and a vibrant online community where fans share ideas and builds.

The platform was founded in 2000 by Dan Jezek as a way to connect like-minded adult LEGO fans from around the world. It was acquired in 2013 by NXMH, which is owned by Korean entrepreneur Jung-Ju “Jay” Kim. BrickLink is headquartered in Irvine, California.

The LEGO Group CEO, Niels B Christiansen said: “Our adult fans are extremely important to us. They are passionate, committed and endlessly creative. We have worked closely with the community for many years and look forward to deepening our collaboration. We plan to continue to support BrickLink’s active marketplace and evolve the digital studio which allows our talented fans to take their creativity to the next level.”

Jung-Ju “Jay” Kim, owner of NXMH, said: “It has been a privilege to lead the transformation of BrickLink during the past six years. I am grateful to the community for being so welcoming, supportive and constructive. I am constantly amazed by everyone’s endless creativity and their love for building. I am confident the platform will be in good hands with the LEGO Group. As a fan myself, I can’t wait to see what’s next.”

The LEGO Group’s Chief Marketing Officer, Julia Goldin, said: “BrickLink provides the LEGO Group with a unique opportunity to connect with adult fans through new channels and exciting experiences. We’ve recently collaborated with BrickLink on a range of crowd-sourced sets to celebrate the 60th anniversary of the brick. We learned a lot and are keen to explore more ways of working together to create value. We look forward to collaborating further with our adult fans, while retaining and nurturing the independent spirit of the digital platform.”

The acquisition also includes Sohobricks which makes small batches of building elements.

Financial terms of the acquisition were not disclosed. Closing is expected to occur before the end of 2019.

6 Responses to LEGO Buys BrickLink

  1. Monty says:

    Wow, pretty much sums it up.

  2. Mark says:

    I don’t see this as a positive thing. The independence of Bricklink to TLG as a marketplace is one of its greatest strengths. It will be interesting to see what changes are coming. If there were no effective change then wouldn’t it seem a conflict of business interest if LEGO owned Bricklink and still operated Bricks and pieces via their own website?

    • Bruce says:

      There’s already talk on the Bricklink site about sellers moving to Brickowl if LEGO puts the fees up. Let’s see what LEGO does with this new acquisition.

  3. Anon says:

    Yay. Now TLG can charge people for the initial purchase, and charge again through a resale fee :D .
    RIP BrickLink.

  4. Ben says:

    A good outcome might be to datamine want lists and adjust sets to include more desired parts or colours …

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