Very early on Wednesday morning after being shaken by the alarm clock, I stirred to head off to London for a top secret launch event being held at the flagship LEGO® store in Leicester Square. Now I say top secret but not only was the set heavily teased for a number of weeks beforehand, the set was unfortunately leaked via images taken by LEGO Store employees. Plus the London Store was kitted out in 007 branding and as I approached the store, I would be greeted by a real DB5 parked outside the store. If it wasn’t obvious what was happening at the store, this was more than a give away.
I arrived in Leicester Square just after 7am and already a queue had formed of around 15 people. But as I was there as a member of the press I could lurk far from the line of eager LEGO fans. After being joined by fellow fansites Brickset, New Elementary and my former stomping ground Brick Fanatics. We all waited until 8:30 when we were allowed inside the store. Display shelves which normally housed LEGO sets, were transformed into mini exhibits featuring real props and merchandise from past Bond outings. Some of which were used by LEGO Designers when creating the set.
After a brief welcome from the Head of Marketing for Retail at the LEGO Group, we were treated to an introduction to the set by LEGO Senior Designer Mike Psiaki & Marek Reichman, the VP & Chief Creative Officer for Aston Martin. Lead by Ali Plumb, both talked through the process of turning the iconic DB5 into the latest LEGO Creator Expert vehicle. The idea to create the set began two years ago, with the LEGO Group, EON Productions and Aston Martin all joining forces to create the first ever LEGO product based on the world of James Bond. LEGO worked extremely closely with Aston Martin on all aspects of the set, who were blown away by the first prototype they were shown. Even they didn’t expect the final model to feature all the gadgets you’d expect to find in a Q Branch issued car.
After showing off the set, we were all shepherded outside for the public reveal, which was set to take place at 10:07. The queue had grown ever more by now, admittedly I was surprised by the crowd, which had gathered around the store. It just goes to show how much excitement these sort of events create. Then as the countdown ended Bond star, Naomie Harris, who portrays Miss Moneypenny in the more recent films, appeared to unveil the set to the world.
And with that those queuing were allowed into the store, where they could buy the set and get it signed by the designer. Unfortunately if we wanted to buy the set we were told we would have to join the massive queue, so I was unable to get my signed but managed to use my spy skills to evade the queue so I could at least buy the set. Those who pick up the DB5 in LEGO Stores and online will also be issued with a Licence To Build, which is a fun little touch.
As for the actual set, once home I of course set about building it and really like the set. It’s fun to build, with a surprising amount of stuff going on ‘under the hood’ so to speak, to enable the various hidden gadgets. Although the LEGO version doesn’t quite manage to pull off the curves of the actual DB5 I can’t see how it could of been done differently without losing some of the great working functions. What is more apparent about the sets release is it signals a minor shift in releasing sets squarely aimed at AFOLs. Jame Bond is far from a kid-friendly franchise, something which some LEGO fans have already pointed out. But LEGO has a vast adult fan base, so why shouldn’t they embrace brands that could equal some great new sets. The same process what followed with LEGO Dimensions, which also resulted in some amazing minifigures from iconic shows and movies.
LEGO VIP members can now pick up the LEGO Creator Expert James Bond Aston Martin DB5 now from LEGO Brand Retail Stores and online via shop.LEGO.com. Plus VIP can enter an exclusive contest to win the ultimate Bond experience.
NAOMIE HARRIS and LEGO® GROUP unveil the NEW James Bond Aston Martin DB5 at the Global launch at the LEGO Store, London
BAFTA-nominated actress Naomie Harris today exclusively revealed LEGO® Group’s latest collaboration at their UK flagship store in Leicester Square – the LEGO Creator Expert James Bond Aston Martin DB5.
At precisely 10:07am, Naomie Harris presented the new and exceptionally-detailed 1:8 scale LEGO DB5 model of the iconic car alongside a real life silver birch Aston Martin DB5.
Featuring 1,290 pieces in total, the DB5 model is the latest in the LEGO Creator Expert series and features a plethora of authentic gadgets and gizmos to mirror those found in James Bond’s Goldfinger DB5. It is available exclusively from LEGO Stores and shop.lego.com from July 18th, 2018.
Speaking at the launch, Naomie Harris said: “It’s such an honour to be here. To see the iconic DB5 reimagined in LEGO brick form is such an exciting moment to be part of and the attention to detail on the model is truly remarkable.”
LEGO designer Michael Psiaki said: “James Bond fans will go wild for all of the authentic features and functions we’ve put into this car including the tyre-scythes, pop-up machine guns, and working ejector seat. The iconic status of James Bond’s DB5 makes this car a perfect fit for the Lego Creator Expert series. We’re really excited to unveil our LEGO brick version of this elegant and timeless machine.”
Ahead of the unveiling, those in attendance were treated to a bespoke, private guided tour of iconic James Bond props, including the 1/3 scale model of the Aston Martin DB5 from the explosive final scenes in Skyfall 2012, Bond’s Driving Licence, and more, whilst having their 007 trivia put to the test with questions throughout.
To celebrate the launch, LEGO Group is also offering the chance to win a once in a lifetime trip to 007 Elements in Sölden, Austria ‘the ultimate James Bond experience’. Simply visit shop.lego.com/promotions.