LEGO Acquires Bricklink to Connect with Growing Adult Fanbase

The LEGO Group took a major step toward further connecting with its growing base of adult fans and collectors with the acquisition of Bricklink.

The company entered into an agreement with NXMH to acquire the world’s largest online community of adult LEGO fans in a deal that is expected to close by the end of the year. The acquisition also includes Sohobricks, which makes small batches of building elements.

Based in Irvine, California, Bricklink 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. Over the past 19 years, Bricklink has amassed more than 1 million members and features an online marketplace of more than 10,000 stores from 70 countries alongside a digital building software where builders can design and showcase their creations. At its core is a vibrant and active digital community where fans can share ideas and custom builds.

“Our adult fans are extremely important to us. They are passionate, committed and endlessly creative,” says LEGO Group CEO Niels B. Christiansen. “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.”

About the author

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.