LEGO acquires independent ‘eBay for LEGO fans’ BrickLink

In a surprise announcement, The LEGO Group has acquired BrickLink, a third party LEGO re-selling website founded back in 2000.

BrickLink is essentially eBay for LEGO related items, giving fans a platform to sell and purchase the iconic Danish building brick. The site was founded almost 20 years ago by Dan Jezek before being acquired in 2013 by NXHM.

“It’s been a privilege to lead the transformation of BrickLink during the past six years,” said Jung0Ju Kim, owner of NXHM. “I am grateful to the community for being so welcoming, supportive and constructive. I am constantly amazed by everyone’s endless creativity and their love for building.

“I am confident the platform will be in good hands with the LEGO Group. I can’t wait to see what’s next.”

According to Brick Fanatics, BrickLink has over one million members and 10,000 stores, representing over 70 countries.

LEGO’s CEO Niels B Christiansen, said: “Our adult fans are extremely important to us. They are passionate, committed and endlessly creative. We have worked closely with the community for many years and look forward to deepening our collaboration.

“We plan to continue to support BrickLink’s active marketplace and evolve the digital studio which allows our talented fans to take their creativity to the next level.”

LEGO’s chief marketing officer, Julia Goldin, added: “BrickLink provides the LEGO Group with a unique opportunity to connect with adult fans through new channels and exciting experiences.

“We’ve recently collaborated with BrickLink on a range of crowd-sourced sets to celebrate the 60th anniversary of the brick. We learned a lot and are keen to explore more ways of working together to create value.

“We look forward to collaborating further with our adult fans, while retaining and nurturing the independent spirit of the digital platform.” 

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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