The LEGO Group acquires BrickLink

Monumental news just in – The LEGO Group announced today that it has acquired BrickLink – the world’s biggest online LEGO community. BrickLink was founded back in April 2000 by Dan Jezek. It’s a huge website that’s got over one million members, and has an amazing online marketplace of LEGO sets and parts. In recent years there has been a MOC Shop added, the competitor software to LEGO Digital Designer, Stud.io, and the AFOL Designer Program earlier in 2019. I, like many of you, use BrickLink all the time. It’s how I manage my parts collection, and how I make it grow as well!

This is massive, and not something that anyone saw coming. It could mean improvements to the site, or even backward steps. What we do know is that BrickLink will continue to be run by the existing management team, as fully standalone entities, and will continue as is for the immediate future. The acquisition is to support the fans better, which is a good thing.

The Brothers Brick published an interview with Julie Goldin, Chief Marketing Officer for TLG. It’s worth a read. It does mention one change though – BrickLink would only support LEGO branded sellers, so no more BrickArms and the like. I’m still optimistic though. The full press release is below.

BILLUND, Denmark, November 26, 2019: The LEGO® Group today announced it has acquired BrickLink Ltd (www.bricklink.com), the world’s largest online community of adult LEGO fans from NXMH to strengthen its connection with its important adult fan base.

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

The platform was founded in 2000 by Dan Jezek as a way to connect like-minded adult LEGO fans from around the world. It was acquired in 2013 by NXMH, which is owned by Korean entrepreneur Jung-Ju “Jay” Kim. BrickLink is headquartered in Irvine, California.

The LEGO Group CEO, Niels B Christiansen 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 the digital studio which allows our talented fans to take their creativity to the next level.”

Jung-Ju “Jay” Kim, owner of NXMH, said: “It has been a privilege to lead the transformation of BrickLink during the past six years. I am grateful to the community for being so welcoming, supportive and constructive. I am constantly amazed by everyone’s endless creativity and their love for building. 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.”

The LEGO Group’s Chief Marketing Officer, Julia Goldin, said: “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.”

The acquisition also includes Sohobricks which makes small batches of building elements.

Financial terms of the acquisition were not disclosed. Closing is expected to occur before the end of 2019.

What are your thoughts on this acquisition? Do you have any questions that weren’t answered in the interview that you’d like me to ask? Fire away!

2 thoughts on “The LEGO Group acquires BrickLink

  1. Sasha Reply

    I’m glad you linked to the Brothers Brick interview. Excellent and a lot of good comments to think about.

    Lego says they will leave the market side alone (for the present). I wonder, with their precision and wanting all bricks to be perfect, whether they will be hands off. Will they require certain standards?

    I’ve noticed increasingly there are brand new sets taken apart and sold by the piece because that is the only way to get new shapes and shapes in new colours. I have mixed feelings about this practice because Lego does not sell the new special pieces on PAB. PAB is such a nuisance to use (and more expensive than Bricklink), I would hate for them to limit what Bricklink sellers do by not letting Bricklink sellers sell new sets or parts from new sets for a period of time.

    • John Post authorReply

      It is something that has been asked by the other Ambassadors. The answer we’ve received is that when the deal actually closes, TLG will be able to divulge more information. For now, we’ve got what we’ve got. I’m with you though. It’s a serious concern.

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