10273 – LEGO Fairground Collection : Haunted House and the end of the Creator Expert branding
LEGO has announced the release of the all-new 10273 Haunted House.
This is not to be mistaken with the similarly named 10228 Haunted House released in 2012 which was a “monster” related release featuring the house of a family of monsters.
Instead, this LEGO Haunted House will be fairground themed, featuring fairground visitors coming into the Haunted House for the scare of their life. The haunted house is fitted with haunting details and comes with a mechanical free-fall tower as the main play feature. Powered-Up accessories can be added to automate it.
The new LEGO® Haunted House™ construction set is the latest example of how the LEGO Group aims to inspire builders of all ages to build, rebuild and get excited by the process of creation. The new LEGO® Haunted House, designed for those aged 18+, will be the first set from the LEGO Fairground Collection to feature the new stylish packaging designed to reflect the sophisticated nature of the creative process. All new products in the LEGO Group’s ranges that appeal to adults will now feature the sleek, minimalistic new design across related packaging, building instructions, exclusive content and in-store and online store design.LEGO
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On a separate note, The Creator Expert branding which has been around since also looks to be retired as explained by Senior Marketing Manager Anders Hellegaard Iversen.
Addressing the new packaging, Senior Marketing Manager Anders Hellegaard Iversen said: “So many of our older builders love the Creator Expert products, as they allow them to show off their passion for the bricks. Whether it’s their favorite film moments, sport icons, travel destinations, buildings, fairgrounds or vehicles, LEGO sets help to bring these to life in brick form. That’s also why we have decided to stop using the Creator Expert branding and, instead, use the new adult-focused packaging design to make it clearer which hobbies or brand products they can relate to.
We hope this will make it easier for fans to track down models they would be proud to display once completed. Of course, our product range will continue to include the same advanced-build, collectible products that guarantee hours of building enjoyment for fans.” LEGO