Igniting nostalgia and celebrating brand heritage - new LEGO® Originals™ series launches with a 5:1 upscaled wooden minifigure

Launching with the LEGO® Originals Wooden Minifigure 853967, the LEGO Group and design specialists Room Copenhagen are introducing a new range of products dedicated to fans who love a bit of LEGO nostalgia and playful interior design. The product was revealed today at a unique LEGO Originals Pop Up Store and Gallery in Covent Garden, London where fans can drop by for a chance to pick up this rare and limited-edition model before it goes on sale more widely to LEGO VIP-members on LEGO.com from November 3rd to 7th, then globally from November 8th.

Founded in 1932 by master carpenter Ole Kirk Kristiansen, the first LEGO toys were hand crafted from wood. His craftsmanship and attention to detail secured a high level of quality for the products, but when wood supplies became scarce in the aftermath of the second World War, Ole started supplementing his production with plastic toys and the rest is history…

Speaking in 1950, Ole Kirk Kristiansen said: “I have always been committed to making the nicest and most robust objects, and just like other carpenters I believe the best type of advertising is when the product promotes itself. Our purpose is to produce a really good, solid and finely crafted piece of work, and ensure LEGO products always be known for their exceptional quality".

Image form above of wooden LEGO minifigure

Respecting our heritage as a producer of high-quality handmade wooden toys, this premium model is handcrafted from FSC-certified oak, with adjustable yellow plastic hands just like today’s LEGO minifigures. The model measures over 7” (20cm) tall, 4” (11cm) wide and 3,5” (9cm) deep. The last LEGO product to combine both wood and plastic was the 1130 Bedford firetruck 60 years ago in 1959.

This 5:1 upscaled version of the classic LEGO minifigure is presented in a premium gift box with a 28-page booklet featuring the history of the minifigure and the story behind the development of this wooden model. Also included are inspiring examples of how LEGO designers personalised their models, as well as inspiration for accessories fans can build using the included LEGO bricks. A number of LEGO designers have already given their take on how to personalise the model, and the results will be exhibited for a limited time at the LEGO Originals Pop Up Store and Gallery in London.

Since its arrival in 1978, there have been over 8,000 different minifigures launched, not to mention the many versions children have created themselves. This new edition is no exception. Owners are encouraged to unleash their creativity to decorate and customize the minifigure in unique ways, display with pride at home or the office and share their creations via social media using #LEGOOriginals.

“It has been a privilege for us to expand our collaboration with The LEGO Group and contribute to the world premiere of a new series of design classics,” explains Jacob Eberhard, CEO of Room Copenhagen. “Going back to the roots of the company and helping to bring back some of the original LEGO toys in new creative ways is an exciting journey to be part of.”

Image of wooden LEGO minifigure

LEGO® Originals Pop Up Store and Gallery in London
Location - 9 – 11 Shorts Gardens, Seven Dials, Covent Garden, London, WC2H 9AT
Date/time - Friday 1st Nov, 12.00 – 16.00 and Sat 2nd Nov, 12.00 – 16.00
Pop up event will showcase the LEGO® Originals Wooden Minifigure, alongside unique and individual personalisation versions of the minifigure by LEGO designers. A limited number of the wooden minifigure will be on sale and each purchase will come with an exclusive LEGO Originals piece of artwork only available from the event and the LEGO VIP Reward Centre.
Purchases at the event are limited to 1 per person per day.
Timeslots to the event are limited.

Notes to Editors
Free to join, with no tiers or limits, LEGO® VIP is the LEGO Group’s loyalty program that enables members to earn points when shopping in LEGO stores or at LEGO.com — as well as by sharing the LEGO love in social media, providing reviews and other activities. Members can then redeem for rewards that include discounts, special gifts, LEGOLAND® tickets, sweepstakes entries, exclusive experiences and more. VIPs also get exclusive members-only benefits, including Early Access to new LEGO sets, an annual VIP Weekend celebration and Double Points promotions throughout the year, to name a few.
853967 – LEGO® Originals Wooden Minifigure
RRP £109.00. Available directly from LEGO.com
Imagery of the new LEGO® Originals Wooden Minifigure can be found here: www.LEGO.com/aboutus/newsroom#section-3
For further information, please contact the LEGO Group global press office: media@LEGO.com

About Room Copenhagen:
Room Copenhagen extends the LEGO® play experience by offering licensed products that add playful, Nordic design to the everyday life of the consumer. The LEGO collection by Room Copenhagen encompasses products for storage, interior and lunch. For more information visit: www.roomcopenhagen.com

About the LEGO Group:
The LEGO Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine. 
The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words LEg GOdt, which mean “Play Well”. 
Today, the LEGO Group remains a family-owned company headquartered in Billund. However, its products are now sold in more than 140 countries worldwide. For more information: www.LEGO.com

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