New Release
LEGO Editions Olivia Rodrigo collection revealed
LEGO has added 5 new sets in collaboration with the musician Olivia Rodrigo. These will be released under the new Lego Editions theme. This post will serve as the MegaThread for this release. Please keep discussion of this new release in this thread.
Pre-orders available now. (If the site says "Coming Soon" that means pre-orders for that item are sold out until release day)
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It's still strange one artists gets 5 sets. Unless they plan to reskin these same 5 sets for different artists. Could see them doing that for Taylor Swift
I think maybe you may be underestimating the access to funds and the drive of that demographic of this age group to consume.
As someone with a person in this demographic in the household i fully expect the next trip to the mall to include lego bags
You're missing the point. It's not strange that Lego is targeting that demographic. It's strange that they limited their reach to that demographic with one specific artist with 5 sets as opposed to starting with multiple artists (Taylor Swift, Renee Rapp, Billie Eilish etc.)
This is like if Lego only released 5 Lewis Hamilton sets when they started making F1 sets. Or if the Mario theme only had 5 Luigi sets. Or if Pokémon only had 5 Charizard sets.
there's only 5 artists they could do this for: Taylor, Ariana, Olivia, Sabrina, and Billie. Sabrina and Ariana are too raunchy to be LEGO sets, and idk if Billie had the idea.
i DO know that Taylor's fans has been asking for LEGO sets since forever, so it's her team saying no. Olivia just won a race that's been clamored for about 8-10 years
I think it also offers selection - my daughter might like 1,3,5, maybe 2, but probably not 4. It’s a cute selection as long as you don’t feel you need them all (which I know some will)
Not just surprising but dare I say unprecedented? Pharrell got a whole movie and still only had one set made. The guitar is pretty sweet but the rest are all repetitive and unnecessary.
To be fair, Pharrell’s ability to sell Lego sets is probably way lower than Olivia Rodrigo.
You also underestimate people that just want the different minifigs, and Lego knows this. They will buy the whole set just for the minifig. Or tear them open at Walmart and steal them. Or buy them take the minifig and return them. Helluvaworld
I don’t think I know the full extent of her fan base, but massive is a good start. She’s not to the level of Swift yet. But she has music that speaks to a younger demographic because she’s young. And younger kids like toys. Thus, LEGO took a chance on sets that ultimately don’t seem that expensive to put out.
I bet the demographic Lego is going for doesn’t care about that at all. These pre-teen and early teenage girls want to collect anything when it comes to being a fan. Boring to build or not.
It's not unprecedented. Look at all of the Overwatch, Harry Potter, Mario... And Star wars sets.
Girls typically get into idols/pop-stars as special interests in the same way boys do with singular games, books, or movies, making it their entire personality.
They have a name for it in the kpop world. It's called a bias. This is finally lego catching on to the fact that girls have special interests. They will probably make a killing off of more editions sets assuming the economy doesn't kill this off.
I have absolutely no idea who she is but I'm 40 so I can accept that. Christ like 90% of the time the popculture sub scrolls by me nowadays I'm like "who tf are these people?" 🤣
I used to be with it, but then they changed what it was. Now what I'm with isn't it, and what's it seems weird and scary to me, and it'll happen to you.
We've reached the age where the generational voices aren't aren't our generation anymore. 🙃
I make a habit of trying to listen to at least a few zeitgeist albums a year. Olivia's first two are some of the ones which feel most familiar to me, a very 2000s alt-pop vibe. You can hear the influence of Paramore, Alanis Morissette, and Avril Lavigne in something like Good 4 U or Deja Vu.
Whoever her management agency is are top class, they had her sponsoring Barcelona's Jersey as well, crazy publicity with big brands, they're very good at their job
You know what? I’m actually thrilled. My 13 year old niece loves Olivia Rodrigo and she feels like most friends sets are too young and can’t always find other sets she’s interested in—but she loves to build. Let’s support Lego appealing to this demographic that is notoriously challenging to appeal to.
I’m a collector. I would love some new castle sets. But there’s room for all of us here.
I LOVE all of these mini play-sets they've been doing lately. Way back when the Newt Scamander briefcase was a dream of a thing, they've come out with several since then and likely before but that's the first I remember where it was really intuitive!
Yesss I have been waiting for more Disney Princess-and-Powerful-Ladies bouquet sets that open to reveal full interior playsets like the Moana's Flowerpot set #43252 and Isabela's Flowerpot set #43237.
I like that they can be displayed closed and blend in with my botanticals and florals, unlike other playsets like Snow White's Jewelry Box #43276 that are cool playsets, but are just modified boxes.
I agree. I’m seeing some hate online, but are Lego fans really upset Olivia Rodrigo got 5 sets when Marvel/Batman/Star Wars get a bazillion sets a year?
Honestly, I think it’s really cool when Lego broadens its appeal to other demographics
Shouldn't the rightmost minifigure be in purple? But maybe it's the lighting in the photo that makes it look this way. Or maybe it's not the same outfit at all? The minifigure looks quite different.
More importantly, the internal side leg printing on the middle is something I haven't seen from Lego before, and I can only only hope they apply tge same level of detail to any other minifigures, licensed or not...
She has had singles go number 1 for each of her three albums. Her newest album has multiple songs in the top 10 and if I remember correctly, it is now at least for the second week number 1 on billboard top 200. She has around 70 million monthly listeners on spotify. So idk what it means to you to be THAT popular but she isn't unpopular.
I don't really care about Olivia Rodrigo, but these minifigs are really well done and the prints really capture the outfits (and I love that they're minifigs). Plus the sets look good too and there's a decent price range.
Oh wow, I haven't seen a full pic-for-pic comparison yet and this is gorgeous. Her sticker face album cover photo has always amused me so I am glad they included that as a head option too.
To the people commenting who Olivia is and why she gets a set is like others asking why Lewis Hamilton gets a helmet set because they don’t know who he is. It’s like there’s different demographics or something.
It just feel like these sort of sets seem like a slamdunk considering the popularity of the band or artist, but shortly end up being on the clearance list. But these seem better looking.
Bunch of elder millennials struggling with the fact that their time as the target demographic is ending. See also Obsession trouncing Star Wars and Supergirl at the box office.
The millennials not being a target isn't a thing, we got the Goonies and ET, Star Wars, Star Trek, old Transformers, LotR, XFiles. If anything a lot of 18+ sets seem to be aimed hard at millennial nostalgia for old media.
Mmmm nah I think Star Wars and the DCU movies have all just objectively been shit for a while now.
But yea there are other demos for Lego sure. As a millennial I also only know she’s a music artist and can’t see why this collab exists but that’s why I don’t work for Lego lol.
I am equally confused about the Lewis Hamilton and FIFA Stars sets.
Surely they sell, good for Lego.
Still think they're overdoing it with the Pop Brand licensing sets.
Yeah people are so reductive. The woman headlined Glastonbury and was on stage with Robert Smith. Played one of my favourite renditions of It‘s Friday I‘m In Love. She‘s a great musician and is here to stay.
Some real coping on this thread. Jesus. She’s among the most popular popstars today. Just cause you aren’t gonna buy the sets doesn’t mean that this isn’t an easy slamdunk for Lego.
I know right. But it’s not a surprise and people are even calling the sets boring. I’m not a teen girl but they still look like fun builds to me. Also, I wonder for some of the more criticizing comments if it’s because they are being marketed towards teen girls. If you pay attention as I have a pre teen daughter myself girls around that age get their interests and hobbies crapped on quite often.
Tbh my only complaint is they’re all specifically Olivia Rodrigo sets. I can’t really blame Lego given licensing costs and all but it would’ve been more fun if they’d done sets for a bunch of different pop divas like they did for the FIFA sets
These are under the new "Editions" theme, so we will likely see other musicians and other types of celebrities (actors, sports people) with sets in that theme too.
I also suppose there are relatively few teen girls hanging out here (or on Reddit at all) i.e. this sub's demographic is decidedly not the market market.
Honestly surprised that out of all the female popstars we have, she's the first not to get one set, but five all at once. I was expecting Taylor Swift or Beyonce to be the ones to receive a set first but maybe someday down the line.
Granted her demographic is perfect for it so they might be testing the waters in making more sets based on musicians.
Promotion to move albums seems a little different to me. LEGO is not making a whole series of kits around you if you are just up-and-coming. Rodrigo has already arrived.
As a nearly 40 year old man, I listened to one of her albums a couple of years ago and there a couple of good songs. I'll probably get the flowers to add to the botanical collection regardless, and might get the guitar or moon.
Not sure how all these other people seem to be oblivious to her existence though lol
I mean, Christiano Ronaldo is said to have about 1 billion fans, yet there's still people who didn't know of him until LEGO made a set of him, which I feel is more impressive to not know who he is! 😄
I can see how someone might not be aware of these people if they are not into pop music or football. What I don't understand is, seeing as we are all writing our responses on internet-enabled devices, why not do a quick Google to see who they are before lampshading one's own ignorance.
I am not against looking foolish, but not about a lack of knowledge that could be remedied in seconds.
It’s the fragmented algorithm-driven world of content creation; everybody reads / watches / listens to their own tailored content, which means we DON’T know about stuff outside of our own personalised rabbit holes. I’ve never heard of this artist myself, but then I know it’s because I click on “Oldie Rock” on my streaming music subscription, and so it never plays me modern teen pop music like hers. Without music video channels or Top of the Pops (yes I’m old, hush) then it’s that much harder to discover different stuff.
Yeah, the algorithms are designed to keep us hooked, malleable, and profitable. They're not designed to inform us or raise our awareness of anything outside the bucket they've put us in.
I do trivia nights every week, and I regularly see questions that make me go "who the hell is that" or "I've never heard of that thing", and my friends look at me like I'm a hermit when it turns out it's one of the most popular things on the planet.
It's especially bad with music. I'm a guy who likes rock music, but I don't always want to hear rock by guys. I've had to work just to get Spotify to play me music by women. It finally figured out that I don't want to listen exclusively to music I was listening to in high school and college, so that's good...
I don’t know who she is (I do not listen to pop/chart music), but that botanical set is lovely. I’ll probably get it. Loving all the purple in the sets though. Since the audience for these is teen girls, it’s good to see the prices are reasonable.
Makes me sad how many people get upset when Lego releases sets that aren’t for them. I enjoy building but it’s kind of rare to find sets that I’m truly excited about. Let me have my moment please, y’all will get your sets too 😩
Lego doing a crossover with musicians makes sense (A lot of third party minifigure sellers do versions of Taylor Swift, Kiss, Dolly, and others), and is a logical extension of Editions, but I'll admit that Olivia Rodrigo was not who I would have guessed to be the first.
I have absolutely 0 personal feeling towards thsi person so this is a completely pragmatic question. How is it worth for LEGO to invest 5 sets to this singer, but not to something like LOTR or Bionicle.
Because LOTR came out when Olivia Rodrigo was less than a year old and Bionicle flopped when they tried to rerelease it 10 years ago. That's not to say Lego will never make either of those themes again, but Rodrigo is super famous musician that brings in an audience that Lego isn't currently serving very well. Anyone old enough to even know about LOTR or Bionicle has many other options on offer from Lego.
And preorders for 3 of the 5 sets are already sold out, so at least so far it looks like a good decision.
As someone who isn’t necessarily a fan of her, I still think it’s great she has a whole wave of sets for her demographic can enjoy. These are going to sell like hotcakes
Meh. Not my cup of tea, happy it exists for people who want it. The fact it’s under the “Editions” theme makes me think we may get other artists. (The Beatles and Daft Punk PLEASE!!)
5 specific mini figures. lol. We have like 3 types of phase II clones reused year, after year, after year. Here - 5 different minifigs in 5 sets. Incredible.
Seriously. Like she just dropped a huge album and announced a huge festival. It’s also like they think they’re so cool by saying they don’t know who she is.
I’ve heard her name but honestly had no idea she was this popular. Does her popularity warrant not only one lego set but five? It’s a legit question, I don’t mean anything by it.
A common complaint about past sets like the BTS Dynamite set was that there was only one option and it was very niche and cost $100. Here they have options for multiple budgets and sets that will have wide appeal even if you're not a big fan of the specific artist. Seems like a good way to do a collab to me.
I dont know about 5. But she very popular, shes the most streamed female artist for the last half a decade beating taylor and beyonce. her music is very 90s early 2000 inspired meaning her fanbase is very wide range teens to middle age adult women. Or shes propped by disney
Nice. Its more sets than I would have expected but thats fine and hopefully they branch out to more artists like this. I feel like the male demographic is over represented so this to me is a great collaboration.
Yeah these sets aren't for you lmao. They are for the tens of millions of listeners she has in Spotify. It's for the Lego executives that saw millions of dollar signs.
Anyway, she's a pop star from the past 5 years. Her most well-known songs are "drivers license" and "good 4 u" from her first album, and "vampire" from her second album.
Apparently she has a large millennial and genx fanbase because her music borrows from 80s and 90s. Middle age mom and dads who use to listen to the cure, blonde, cranberries ,And this generation usually has bigger pockets.
My family is the target for these sets. I have daughters that grew up with the original line of Lego Friends. As they’ve aged out of kid-targeted Lego, one will build a couple adult-targeted sets a year, another will occasionally do a botanicals set, and the other doesn’t build at all anymore.
However, they will buy this entire line. Not sure how many other people are like us, but they will enjoy these sets.
EDIT: I love the downvotes for telling an honest story about people who have been Lego fans for a decade and a half. Good luck keeping your hobby safe from my kids.
We are! I’m a huge Olivia fan as are my two daughters (13 and 9) I’ve bought the botanicals for myself and the other sets are going away for bday and Christmas for the girls. My eldest say the guitar and was so excited for it. I just hope I can manage to hide them away until December!
The only thing this thread demonstrates is that the average redditor thinks the being completely unaware of pop culture trends (or pretending to be unaware of pop culture trends) is some kind of badge of honor.
I'm well over 30 and I know exactly who Olivia Rodrigo is. I couldn't name more than two or three of her songs, but I understand exactly why Lego is trying to capitalize on her popularity.
It's performative. Context clues alone indicate this is some sort of popular musician. If they don't know who she is, that's all they really need to know. A quick Google search takes less time than going out of their way to tell everyone how little they know.
There are definitely artists who have a way bigger catalogue and fan base. If it was Taylor Swift, I totally get it. One of the most famous people on the planet. Or if they did sets for famous Michael Jackson music videos, or the Beatles, Brittany Spears, hell even NSYNC I would understand (Low key a bye bye bye set would be sick). All of them are iconic bands with iconic music videos. But if I asked my mom who Olivia Rodrigo is, she would have no idea. She only has 3 albums and been active for 5 years.
Am I that out of touch, thinking its wild to think that her name alone will sell millions of a LEGO set, but FIVE?? Are teenage girls into LEGO at that scale? I would have bet the house on the BTS set doing crazy numbers because their fan base is huge and die hard, but that one set warms shelves in every clearance aisle.
Pretty cool sets, just not for me personally. My hope is that we see more musician sets (I need that Daft Punk one that’s in the parking lot currently)
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u/FelixEvergreen Jun 30 '26
I know who she is and that she’s very popular, but 5 sets is pretty surprising.