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Survey About LEGO’s Acquisition of BrickLink

At the end of November 2019, the LEGO Group announced the acquisition of BrickLink, the largest online marketplace dedicated to buying and selling LEGO. Now, a year later, HispaBrick Magazine is conducting a survey; they want to know what the community is thinking about how that acquisition is working out. They are seeking as many responses as they can get from those who use BrickLink as a buyer, seller, or both. Their online survey questionnaire will be open through January 24, 2021, and they plan to report on the results in the next issue of HispaBrick Magazine, tentatively scheduled for sometime in March.

A year ago with the BrickLink acquisition, LEGO stated that they wanted to strengthen the LEGO Group’s engagement with its community of adult fans, that they plan to continue to support the active marketplace, and that they have worked closely with the community for many years and look forward to deepening their collaboration. They also stated that BrickLink provides the LEGO Group with a unique opportunity to connect with adult fans through new channels and exciting experiences. In BrickLink’s press-release at the time of acquisition they also stated that the LEGO Group and Bricklink shares their ambition to create the best possible platform/experience for adult fans.

The survey is quite detailed, so I’m going to repost the key questions here, so you can better prepare your feedback. Pleaser note that the answers are limited to 1,000 characters.

  • Do you feel that your engagement with the LEGO Group has strengthened due to the BrickLink acquisition?
  • In what ways have you seen the LEGO Group providing additional direct support to the BrickLink marketplace?
  • Cite any examples of a deepening collaboration that you have had with the LEGO Group due to the BrickLink acquisition.
  • What unique opportunities have you found to connect with the LEGO Group due to their acquisition of BrickLink?
  • What exciting experiences have you had with the LEGO Group due to their acquisition of BrickLink?
  • Cite an example of a clear direction that BrickLink moved in during the last year due to LEGO Group’s acquisition. Do you think this is a good direction?
  • Has the BrickLink platform improved, stayed about the same, or gotten worse?
  • If you feel the BrickLink platform has changed, in what ways?
  • Do you think the current state of the BrickLink platform is the best possible experience for AFOLs?
  • If you could prioritize one aspect of site development at BrickLink, what would it be?
  • If you could offer the LEGO Group one single piece of advice regarding BrickLink’s future, what would that be?

If you would like to participate in this survey, head over to HispaBrickMagazine.com/Survey. And if you would like to read already released issues of the magazine, visit the HispaBrick Magazine Directory.

What do you think? Do you have any additional thoughts, feedback, questions, and opinions about the LEGO Group’s acquisition of Bricklink and the survey? Feel free to share and discuss in the comment section below!

And you might also like to check out the following related posts:

{ 10 comments… add one }
  • Martin January 6, 2021, 8:25 PM

    I don’t know enough to comment on this. From a buyer’s experience, I haven’t noticed a whole lot of changes.

  • j.j. January 6, 2021, 9:00 PM

    Same for me. I’m just a buyer. I don’t read the forums or sell anything. For me as a buyer, nothing really changed since Lego bought bricklink. In fact, I often forget that it even happened.

  • yoladiel January 6, 2021, 9:47 PM

    One thing I noticed is that they are much slower adding new parts than in the past. I don’t know why that is, or if it has anything to do with Lego buying bricklink, but I don’t like it.

    • Håkan January 7, 2021, 5:43 AM

      Ah, yeah. Occasionally I would know about new Build-A-Minifig parts and similar, which haven’t been added yet.

  • Robert R. January 6, 2021, 10:12 PM

    One thing I’m really excited about is the continuation of the AFOL designer program. I would love to see more Lego Ideas sets come into production, and this program will allow that. So far, that’s the best thing I have seen come out of the collaboration.

  • Adam III January 6, 2021, 10:27 PM

    Let me try to gather my thoughts for this survey. I’m both a buyer and seller.

  • Ian January 7, 2021, 3:41 AM

    I find the way LEGO talk about bricklink odd. If you look at the announcement of bricklink looking to produce LEGO ideas sets they talk about it as a completely seperate company whilst in reality it is part of LEGO so what they have said is essentially:

    LEGO can only produce a limited number of official LEGO products a year, so LEGO has partnered with a part of LEGO to produce non-official LEGO products.

    This sounds like LEGO just trying to distance itself in case the bricklink sets end up being rubbish quality or something.

    • Håkan January 7, 2021, 5:46 AM

      I figured it was an affiliate, and even after the acquisition it was largely the same people running the daily grind.

  • Emmie January 7, 2021, 4:39 PM

    I was trying to see if you have an article on Minecraft Legos, but couldn’t find one. I’m wondering if you have any tips for removing a helmet from one of the Minecraft Lego guys. I’ve found many articles about regular helmets, but they are different in a few ways. If you can help me, I’d sure appreciate it (mostly because my four year old won’t stop asking…)

    Thanks for any help you can offer

    • Thita (admin) January 7, 2021, 9:04 PM

      Emmie, what’s your issue with the helmet? Happy to help! 🙂

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