'BTS LEGO' Release... "Will Test BTS's Influence and Marketability"

BTS Lego Released at $99.99
First Collaboration After Solo Activity Announcement

[Asia Economy Reporter Hyunwoo Lee] Danish toy company Lego has announced the release of a building toy product modeled after BTS (Bangtan Sonyeondan), and foreign media have analyzed that the success or failure of this new Lego product, released shortly after BTS's solo activities, will serve as an opportunity to assess the brand's influence.

The BTS LEGO set scheduled for release on the 1st of next month. [Image source: LEGO official website]

On the 20th (local time), The Wall Street Journal (WSJ) reported on the BTS Lego release, stating, "This is the first collaboration since BTS paused group music activities last June and began solo activities," and added, "This new Lego product will serve as a mid-term check on BTS's brand influence."

Earlier, on the 16th, the Lego Group announced via its official Twitter that the 'BTS Dynamite Set,' themed on BTS's 'Dynamite' music video, will be released through online and offline stores starting next month on the 1st. The BTS Lego set is priced at $99.99, consists of a total of 749 bricks, and the completed product measures 38 cm in width, 16 cm in depth, and 14 cm in height.

WSJ stated, "This toy deal is the first major collaboration since BTS members embarked on solo careers, and this deal will put the powerful influence and marketability that the K-pop sensation (BTS) has demonstrated to the test," adding, "BTS still plays a decisive role in the success of their agency HYBE. In a situation where BTS cannot be promoted as a complete group, Lego's BTS brand licensing agreement will also test whether it can bring results to HYBE."

The BTS Lego set was created through the Lego Ideas platform, which develops products based on Lego fans' creations. Previously, two BTS fans from the United States submitted a design together, and with the support of over 10,000 votes from global consumers in about a month, the product was approved for production.