Bricklink is Europe's leading online shopping destination for LEGO parts, instructions, and accessories. The site also includes a friendly community forum where regular customers and LEGO enthusiasts gather for LEGO news, ideas, and ways to enhance a LEGO project.



Today Lego is as likely to be on an adult’s Christmas list as a child’s. The brand has enjoyed big hits this year with models inspired by TV shows such as Friends – the Central Perk cafe, which comes with a 4cm high plastic Ross and Rachel, has been a blockbuster success – and Stranger Things. The toymaker has also released a mindfulness book called Build Yourself Happy: The Joy of Lego Play, with John Lewis reporting sales of premium sets – such as the 6,000-piece Taj Mahal – up 25% in 2019 as more Britons discover or rediscover bricks.

But Minifigforlife owner Andrew Watts, who has been selling on BrickLink for nearly 17 years, is sanguine about the deal. Yes it gives Lego a stake in the secondhand market, he says, but eBay and Facebook are far bigger markets for used bricks. He suggests the biggest prize is the treasure trove of data provided by the site’s passionate users – and also sees room for improvement because the site is hard for the uninitiated to use. (Source: www.theguardian.com)


Lego’s chief marketing officer, Julia Goldin, says the site will continue to run independently from its US base. “It has been a very effective marketplace, so you don’t want to interfere with that,” she explained. “We will always listen to fans. This is about getting much closer and understanding what the community needs in order to continue expanding and thriving.”

Lego’s 2017 wake-up call may explain the company’s interest in a niche site like BrickLink which was started in 2000 by Dan Jezek (an AFOL who wanted to find others). In 2013 the site was sold to NXMH, a business owned by the Korean entrepreneur Jung-Ju ‘Jay’ Kim. The scale of transactions on the site is not known but over the years it has grown in stature, building a network of 10,000 sellers in 70 countries. (Source: www.theguardian.com)


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