You may remember that back in June LEGO made a bit of a splash in the media about a new range of products called LEGO Fusion that were going to bridge the divide between the physical and the digital.
All of the coverage (from Engadget to The Australian) had one thing in common; the idea that this was about keeping LEGO relevant with kids who grow up with touchscreens. At the time there were a lot of LEGO fans that were intrigued by the concept.
The sets were scheduled for release in August, and at the time we said that we didn’t have an Australian price. It is currently the middle of October and we still don’t have Australian pricing, or any indication of an Australian release date. Our quick investigation seems to indicate that these sets are only available in the US.
The associated apps (the part that made this theme innovative) aren’t even available in the Australian iTunes store so if you wanted to buy these sets from overseas you would also have to gain access the US iTunes store.
What we find quite intriguing about all of this is that nobody seems to care. We haven’t had a single email from people looking for the Fusion sets and Australian discussion about these sets seems to be non-existent. These sets were developed by a department in LEGO called the Future Lab, but at this point in time these sets don’t really seem to be the future of LEGO.
It’s possible that this theme was a big miscalculation on the part of LEGO. The LEGO Fusion sets come with around 200 bricks that the game with recognise, and we suspect that will hold very little appeal for children who know their way around Minecraft on an iPad. There is also the possibility that these just aren’t very good; according to Amazon reviews 21206 Create & Race currently has 1.5 stars and 21205 Battle Towers has 2.5 stars.
It will be interesting too see what happens with LEGO Fusion. These sets could release in Australia tomorrow and become the next big thing, but that seems unlikely.
We’d love to know what you think about LEGO Fusion in the comments.