After two events of varying success, LEGO® CON is gone, and well at least for 2023. The LEGO Group has revealed the live-streamed event will not return in 2023. Although not cancelled as such, LEGO CON in its current form will certainly not be taking place next year. It’s possible a similar showcase will take place in 2023 and beyond but nothing has been revealed or announced. Despite the first event being overhyped and underwhelming for some, this year’s LEGO CON was pretty good, with plenty of new set reveals. So with LEGO CON gone, would you still like a product showcase similar to how other toy makers present their new releases?
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16th December 2022
Well, that’s a surprise! I thought the LEGO Group would continue with this fiasco. It’s refreshing to read that LegoCon will not return this year. And, here’s why I’m pleased.
LegoCon 2022 was a lot better than the previous event. The first LegoCon lacked polish and rehearsal. It seemed like one of those internal events put together by the Communications Team of a SME. The content wasn’t coherent and the choice of guests seemed both random and unfocused. The product reveals weren’t really new as they’d been leaked everywhere. Even the guest presenters seemed nervous.
LegoCon 2022, in comparison, felt and looked more professional. But it still lacked that “convention” atmosphere. The LEGO Group achieved a more cohesive show but, it lacked that certain je ne sais quoi that you get from say the San Diego Comic Con or an Apple product reveal.
For me, and I know this has been discussed to death, I felt LegoCon didn’t really know who its intended audience was? Yes, the accompanying publicity said it was for families with children. But, was it? Really! Of course it was going to attract AFOLs and other adults. And, in doing so, it was never going to satisfy everyone.
What next: I’d like to see separate events. A kids version and a version aimed at a more mature audience. It needs a live audience of enthusiastic fans and not an invited audience of selected Ambassadors.
Make it feel more like a convention and not a presentation. Involve fan media like “Beyond the Brick” to do interviews with LEGO staffers and attendees. Make it feel spontaneous and professional. But, most importantly, lego need to be less anal and relax. Be in control but not controlling.
Finally, there’s a fabulous event that runs every year. The Skærbæk Fan Weekend. It, and similar shows worldwide, attracts thousands of fans. Harness what makes these work. Throw in a few designer talks and product reveals and, as they say “Bob’s your uncle!”