LEGO Creator Expert becomes LEGO Icons
Creator Expert turns into LEGO Icons
The Creator Expert branding has been seen for many years on sets aimed at older builders. That was before the LEGO Group started catering directly to the adult fanbase with 18+ sets. The new packaging design dropped the branding and instead the sets were called LEGO for Adults. However, this was not communicated on the boxes with most retailers using the Adults Welcome branding to group the sets. To make things even more confusing, LEGO.com has continued to use Creator Expert to group the sets. It has now been announced that all adult-oriented sets that fall outside of a current theme will now fall under the new LEGO ICONS brand umbrella.
LEGO Ideas, Architecture and Technic sets will remain as they are now, but other sets such as the Botanical Collection, Great Vehicles and other 18+ sets will become LEGO ICONS.
Branding will begin on June 1 and will initially be used online. It will appear on the packaging from January 1, 2023. Below you will find more details.
Starting June 1, 2022, we will bring together many of our adult-oriented LEGO® sets under the name LEGO® Icons to help our adult consumers easily find new, immersive builds or models that match their interests and passions, especially while shopping or browsing online. The name LEGO Icons includes all our sets designed for older builders who are not yet part of an existing LEGO theme, such as LEGO® Technic, LEGO® Ideas or LEGO® Architecture.