Some believe the character, discovered yesterday, floated from Legoland in Denmark, others think he has fallen off a ship. Or perhaps, he's part of a publicity stunt.
A spokesman for Brighton and Hove City Council said it had no idea where the Lego man had come from, but added they saw no reason it couldn’t stay on the beach, saying: 'There's no problem at all. It will be interesting to see how long the Lego man stays there for. We'll keep an eye on it.'
Staff at Lego were insistent they knew nothing about the arrival and said: 'We're bemused. He has nothing to do with us.'
Meanwhile, Lego is celebrating its 50th birthday by bringing back its 1981 'Kipper' advert. The TV ad, created by TBWA, was voted one of the 100 greatest adverts ever by Channel 4 viewers.
The adverts, which were taken off air in 1982, will be aired from Friday across UK cinemas for a month. The first showing coincides with the launch of James Bond film ‘Quantum of Solace'.