For many years the Creator Expert branding has featured on sets aimed at older builders. That was before the LEGO Group started to cater directly for the adult fanbase with 18+ sets. The new packaging design dropped the branding and instead the sets were referred to as LEGO® for Adults. However, this was not communicated on the boxes with most retailers using the Adults Welcome branding to group together the sets. To make matters even more confusing LEGO.com has continued to use Creator Expert to group the sets together. It’s now been announced that all adult-focused sets which fall outside a current themes, will now fall under the new LEGO ICONS brand umbrella. So LEGO Ideas, Architecture and Technic sets will stay as they currently are but other sets such as the Botanical Collection, Great Vehicles and other 18+ sets will become LEGO ICONS. Branding will begin on June 1st and at first, will be used online. It will start appearing on packaging from January 1st, 2023. A little more detail can be found below.
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.
