The ongoing battle between officially revealed set images and leaks ones, seems never ending. In the age of the internet once an image has been seen its can’t be unseen, not matter how many takedown orders are issued. The revealing of new LEGO® sets is often a precisely planned out PR campaign, with the LEGO Group and their partners, working closely to announce new sets. Months worth of planning can be wiped out in an instant with a leaked catalogue image or hastily shelved set in a store, ahead of release. So the LEGO Group has decided to approach the revealing of new LEGO products in a unique new way. In recent years the release of digital assets to retailers has caused preliminary images to appear online almost instantly, from this April all images will be supplied by post. Yes LEGO is going old school and will now mail out all new set images. Retailers will receive high resolution catalogues and media outlets will by issued with set images via fax machine or next day courier.
LEGO fans will still be able to check out new images as they will be sent them directly by LEGO on postcards. If you’ve ever placed an order online from shop.LEGO.com you’ll already start receiving them in the next few weeks, if not you can sign up to receive set images here. This is one of the main reasons why many new LEGO sets were not on show at the various Toy Fairs at the start of the year. It is hoped that the removal of digital delivery of images will completely combat the leaking of new sets.