Things That Could Have Been: A Curious Look at 10354 The Shire

Things That Could Have Been: A Curious Look at 10354 The Shire

LEGO’s 10354 The Shire beautifully captures Bag End from The Lord of the Rings, but what if the set had drawn inspiration from The Hobbit instead? We explore the details, the design, and the delightful what-ifs of the most famous Hobbit-hole in Middle-earth.

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The Times They Are a-Changing: Is LEGO a Lifestyle Brand?

The Times They Are a-Changing: Is LEGO a Lifestyle Brand?

Is LEGO just a company that sells toys or is it a brand that sells an identity? From display sets to apparel, The LEGO Group is leaning into a lifestyle-driven marketing approach. We explore if this new direction is the same brand we grew up with or a departure from their wooden toy roots.

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