Toy Fair 2009 : Lego
Okay, Lego and Toys ‘R’ Us. I need you explain something to my inner child, because that little guy hasn’t stopped crying since yesterday and I really need him to shut up.
I went to the Times Square Toys ‘R’ Us yesterday and found out that the whole ‘build your own Lego creation’ alcove was gone, replaced by pre-packaged sets of Bionicles. No longer could I dig my hand into a whole vat of bricks or plastic flower stems and feel what it would be like to be a Lego millionaire. I had plans for you, Lego alcove, and I left empty-handed. What happened? Did you find a body part in there? Did someone choke on a stray 2×2? Is it that you hate me?
I’m trying not to take in personally, especially because you were so kind during Toy Fair, where your presence was nothing short of significant.
Let me explain something about Lego’s ‘fan’ event at Toy Fair. It’s limited to 100 attendees, and you have to arrange your admittance weeks beforehand, because it fills up fast. They mail you a numbered badge and very specific instructions about where to go – and it’s at 7 AM. While I wasn’t aware that Legos existed before 7 AM, turns out that a whole lot DO. At the end of the Lego Toy Fair experience, which comes with juice , bagels, and an armed escort from Stormtroopers, you get Lego’s annual Toy Fair giveaway piece – which is usually worth a whole chunk of cash, but for a Lego fan like me, it’s a unique opportunity to obtain an unique collectible for keeps.
We were set free to snap as many photos as we wanted as we wandered throughout Lego’s ring of display pieces, with folks on hand to answer questions, and a master builder to arrange & upright fallen pieces.
For me, the most notable addition to the Lego collection is a new theme that they’re introducing : Space Police, and most notably, Squidman. As a squidfficionado, I welcome anything that remotely resembled a squid, or bears a passing reference to a squid, or roomed with a squid in college. While space criminal Squidman was attractive in his own right, I was informed by another Lego party attendee, Joe Meno, that Squidman actually has his own strange Lego legacy, which is detailed on page 53 of this link to the Brick Journal. If anyone deserved to be at the Lego party, it was the enthusiastic Mr. Meno, whose Brick Journal is an expertly crafted, detailed and passionate homage to the hobby. Timothy Ainley explains it better than I can, but the Squidman is actually a reference to a long-running fan joke / series of creations that Lego finally incorporated into their line – and he’s awesome. Squidman is joined by a whole collection of really neat looking alien figures and space-pirate vehicles. Of course, like most awesome Lego figures, they’ll be stuck into much larger sets, but Squidman will remain accessible in one of the smaller sets, so I’m sated. As a Lego collector who is forced to be selective for reasons of economical restraint, this is a good deal.
I’m also glad to see Lego continuing to produce Indiana Jones themed sets, even after Hasbro (who has the master action figure license) has given up on the property. Wisely, upcoming Indiana Jones sets focus on the original three classic movies, including the mine car chase from Temple of Doom, the Mola Ram heart-ripping-out scene, the notorious German Mechanic getting-chopped-up-in-a-propellor scene, and the car chase scene through the streets from Temple of Doom, which incorporates some beautiful models of very sexy old cars which are excellent even by themselves.
Lego will also be continuing with their never-ending Star Wars theme, this year returning to the original classic films. I just can’t get into the Clone Wars vehicles and stuff, but I’m thrilled to see Lego scenes from the Battle of Endor (you know, the land of Ewoks), and Ice Planet Hoth, as well as the Briefing Room, which includes Mon Mothma and Mon Calamari officers (no relation) – and not only because the Mon Calamari also have squid-like heads. If I learned anything from this year’s Toy Fair, it’s that a lot of adult collectors are really into non-original trilogy Star Wars stuff, be it action figures or Legos or underoos, so my general distaste at anything that doesn’t involve Princess Leia directly is not a completely common sentiment.

Of course, there are Power Miners and Castles and Exo-Force and Technic and Bionicles, which are all properties that depend on a certain degree of original narrative provided by Lego, but many of these sets involve specialized pieces and bits with decals on them. I guess I’m something of a purist when it comes to Lego, preferring those constructions that incorporate as many ‘generic’ parts as possible to complete a design gracefully. There’s enough of a formal encyclopedia of Lego to make amazing things without resorting to specialized parts that don’t completely match in aesthetic, so that’s why I love the very simple, very intelligent Lego City and Lego Creator sets. They use this degree of innovation and redefinition of existing parts to make beautiful little models of things from the real world. There’s the kind of exciting that comes from wild, fictional Lego universes, and then there’s my kind of exciting, in which reality is translated into the language of bricks, and it still comes out attractive – often more so.
The Lego tour concluded with the gift of a Bionicle flash drive that included some small games on it, and a Lego Chrome Darth Vader in a special Toy Fair 2009 display box. Lego has been distributing Chrome Vaders (about 10,000 in total, I believe) into random boxes of Star Wars Lego for a little while now, so it’s a collectible piece that IS potentially available to the masses as a surprise bonus gift, so don’t despair! In general, the bagged bonus Vaders cost in the range of $100 for the hardcore collectors. I’m a casual (but excitable) Darth Vader collector, so I’m definitely hanging onto mine, and displaying him proudly among my various trophies from Inside the Toy Industry.
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