The first new theme for 2017 has been officially unveiled, with selected sets getting a pre-launch in America.To see what this new theme offers, Daniel Konstanski gives his analysis on the latest comic book inspired LEGO range.
I feel that I can bring an informed perspective on the new
LEGO DC Super Hero Girls sets just unveiled in the lead up to New York Comic Con – I live with the target audience. As the father of two girls who routinely play 'Jedi Superheroes' (so for the record I must be doing something right as a parent), my daughters epitomize the demographic these sets are meant to appeal to. The short verdict: the
LEGO Group nailed it.
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41235 Wonder Woman Dorm Room[/caption]
This line fills a gap in the
LEGO Group’s product portfolio targeted at girls. Within that portfolio Friends is the CITY equivalent – it provides a metropolitan area geared towards enacting scenes from everyday life. Elves fills the fantasy niche in much the same way as Castle and NINJAGO – epic adventures and quests can be enacted in a world completely separate from our own. DC Super Hero Girls now brings a targeted action genre experience to the table in the same vein as Super Heroes and Agents. Larger than life individuals battling it out against the forces of evil, yet in a setting that is familiar and recognisable.
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41232 Super Hero High School[/caption]
The theme is based on a TV show and is not an original property. As such, many of the design elements and settings were already in place for the designers to work from. I am not too familiar with the source material, but some research indicates that the
LEGO team has done a pretty good job of re-creating the onscreen representations of these characters and locations. The general aesthetic and colour palette is also accurate.
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41231 Harley Quinn's Cafe[/caption]
Inevitably the release of this theme will bring back to the surface the same complaints and arguments that invariably arise when a new theme with mini-dolls is released. That is way too large a topic to address here, but let me briefly say that most folks miss the intent of creating a figure separate from the standard minifigure for these sets targeted at the female demographic. Dissenters are quick to label it as something with nefarious intent – some subtle messaging that girls can’t play in a boy’s world. I think the reality is much simpler and far less sinister, which is that the LEGO Group knows that kids are territorial. Growing up my siblings and I fought like cats and dogs over whose figures were whose, and were always trying to commandeer our favourites from the other’s collection. Providing a clear delineation, especially now that they have gone into comic book territory, of what belongs to who is a mercy to parents – removing one more dispute to mediate from the day. There is no question in my mind that mini-dolls were the way to go with this theme.
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41230 Batgirl's Batjet[/caption]
In summary, the LEGO Group appears to have another winner on its hands following the success of Friends and Elves. This theme opens up a new genre in the product portfolio and appears to have been very well executed. AFOLs will likely file this theme in the same folder as Friends and Elves – a fantastic source of parts in unique colors. The target audience on the other hand will go crazy for the actual products, offering a new and vibrant world for them to get involved with.
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41233 Lashina Tank[/caption]
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