LEGO Icons to replace Creator Expert as adult-focused sets get rebranding [News]

LEGO moved away from the venerable Creator Expert theme branding in 2020, transitioning to simple black boxes with set names but no theme branding–which fans have sometimes referred to as 18+ sets due to their age labels which denote their intended adult market. Internally, LEGO continued to use the Creator Expert label for most adult-focused sets, and it still appears as a category on LEGO’s website. Now LEGO has decided to formally retire the Creator Expert theme name and rebrand the category as LEGO Icons. The LEGO Icons theme will encompass Creator Expert sets as well as other adult-focused sets that aren’t part of other existing themes such as Technic. The new branding will be rolled out on LEGO’s website starting June 1, and will appear on packaging starting next year.

Here’s the official press release from LEGO:


From June 1st, 2022, we will be uniting many of our adult focused LEGO® sets under the name LEGO® Icons to help our adult consumers easily to find new, immersive builds or models that link to their interests and passions, particularly when shopping or browsing online. The name LEGO Icons will span all of our sets designed for older builders that are not already part of an existing LEGO theme such as LEGO® Technic, LEGO® Ideas or LEGO® Architecture.

1 comment on “LEGO Icons to replace Creator Expert as adult-focused sets get rebranding [News]

  1. Antonio Perez

    Lego last great kit was the Titanic. After that it has all been small kits and Star Wars. They need to get their act together and come out with greater more complex and multi thousand bricks kits for the more mature, experience and expert builders. Competition in China is fierce and great kits are available. But Lego is our first choice always and, in my eyes, they are behind in these kind of kits. I guess it is what it is?

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