These two new sets, however, are different because it’s not the original Star Wars generation that are being targetted, nor smashed avocado-on-toast eating Millennial fans who appreciate a good Central Perk set, but stressed-out adults.
According to Genevieve Capa Cruz, the audience marketing strategist (yes it’s a job!) at LEGO, “Adults with high-pressured jobs are telling us they’re using LEGO to disconnect from the mania of the day,” and this market, who have deep enough pockets to afford an UCS Millennium Falcon, is exactly whom LEGO have set their sights on.
Testing the waters with their LEGO Forma campaign which released a kinectic sculpture of a koi fish, LEGO are on the verge of going full retail – and what better way to launch an 18+ range that a safe bet of LEGO Star Wars sets.
|75277 Boba Fett
Similar in scope to the 0.45 scaled helmets that Riddell (1986 to 2007) and Master Replicas (2002 to 2004) produced, these two new ornate Star Wars helmets come in upmarket packaging that denotes them as part of the Empire 40 collection, and each includes a display base to keep them upright.
Both will be available (though it’s not believed exclusively) at Walmart, priced $59.99 each, from sometime in April onwards.
This post originally appeared on Rebelscum.com on the 8th of March, 2020.
Fervent documentarian, effusive AFOL and founding partner, Jeremy manages the daily news content and set reviews.
Having enjoyed playing with LEGO from his earliest years, Jeremy started collecting LEGO Star Wars in 1999 when the theme was first released. He has shared his thoughts and opinions on LEGO via a number of websites – including starwars.com, rebelscum.com and brickset.com – contributed to the LEGO Star Wars: The Visual Dictionary series and served the LEGO Ambassador Network as a Recognised LEGO Fan Media representative.