The LEGO Group buys online fan site BrickLink

This acquisition will boost the LEGO Group's engagement with its growing community of adult fans.
The LEGO Group buys online fan site BrickLink

The LEGO Group has acquired the world’s largest online LEGO fan community and marketplace, NXMH’s BrickLink. This acquisition will boost the LEGO Group’s engagement with its growing community of adult fans.

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

Niels B Christiansen, Chief Executive Officer, LEGO Group, 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 BrickLink’s digital studio, which allows our talented fans to take their creativity to the next level,” Christiansen added.

Founded in 2000 by Dan Jezek, the platform was started as a way to connect like-minded adult LEGO fans from around the world. BrickLink was acquired in 2013 by NXMH, owned by Korean entrepreneur Jung-Ju “Jay” Kim.

Julia Goldin, Chief Marketing Officer of LEGO Group, stated, “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,” Goldin further stated.

Jung-Ju “Jay” Kim, Owner, NXMH, added, “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.”

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