Takeover of Bricklink by LEGO: discontinuation of games for the Sohobricks brand

LEGO today announces the definitive closure of the South Korean business of "alternative" bricks sold under the brand Sohobricks, a structure that was in the global basket during the acquisition of the specialized marketplace bricklink.

For those who did not know this brand launched by the previous owner of Bricklink, the South Korean group Nexon, the concept was to provide compatible bricks in large quantities to all those who wanted to limit the costs of their projects and several artists already had used these compatible bricks for their works. The brand had also launched an initiative around the interest of the product in education and created a foundation aiming to provide bricks to children in underprivileged or developing countries. Like LEGO.

To justify its decision to permanently close the structure, LEGO today invokes the need to invest significant sums to keep the Sohobricks brand afloat and allow it to achieve profitability while complying with the quality standards expected by LEGO.

LEGO also announces that the 34 employees who bear the cost of this cessation of activity will be financially supported and assisted in their reclassification.

On the sidelines of this announcement and to reassure those worried about the future of Bricklink since its takeover, LEGO insists that the marketplace remains a priority in terms of future investments and relationships with adult fans. Here.