LEGO acquires BrickLink online community
The LEGO Group has acquired BrickLink Ltd, the world's largest online community for adult LEGO fans. The acquisition aims to strengthen the company's connection with its growing adult fan base.
BILLUND, Denmark – The LEGO Group announced on November 26, 2019, its acquisition of BrickLink Ltd, the largest online community for adult LEGO fans. The move is intended to deepen the company's engagement with its significant adult fan base.
The BrickLink platform hosts over one million members and features an online marketplace with more than 10,000 stores from 70 countries. It also includes digital building software and a community forum where fans share ideas and designs.
Founded in 2000 by Dan Jezek, BrickLink has become a key hub for adult fans. The LEGO Group stated that adult fans are crucial for the company's development and creative input.
The acquisition also encompasses Sohobricks, known for producing small batches of building elements. Financial terms of the deal were not disclosed. The transaction is expected to be finalized by the end of 2019.