TLG Pick a Brick Announcement
Early this morning The LEGO Group shared an announcement on the LAN about changes to Pick a Brick. The official announcement is below.
Our current Pick a Brick and Bricks & Pieces setup means that consumers aren’t aware of the two different experiences. During 2021 we’ve been running tests and meeting with different consumer groups to better understand the current consumer experience.
Based on these learnings our next step will be to create a new merged experience on LEGO.com. We’ll merge Bricks and Pieces and Pick a Brick into one front-end experience where consumers can browse our portfolio of elements in one place more easily.
Additionally, we’ll improve the shipping time in the US and Canada by implementing a new fulfilment area in our US warehouse. This will reduce shipping time for our top 1,600 elements from 13-18 working days to up to 5 working days. There will likely be some shipping delays for a short time after we launch this experience.
We’re merging Bricks and Pieces into Pick a Brick. With the new Pick a Brick setup, you’ll be able to shop across one merged portfolio, with clear visibility between Standard and Bestseller elements. You’ll also have the option to choose what elements you want from which warehouse. Items that are listed as Bestseller are our most popular elements and will ship from Poland or the US, and your order will be trackable. Standard elements will ship from our Billund warehouse and will not be trackable. It'll be easy to tell which items are Bestsellers by the yellow tag.
We’ve worked hard to align prices between the two different experiences and keep the prices as low as we can while reflecting changes to market conditions. There will some elements that will be at a slightly higher price and others at a lower price.
In the past, different colours of the same design often had different prices. Now the prices will be more consistent, with some exceptions. Certain colours (like gold and silver), pieces that glow in the dark, and decorated elements will still be priced differently across the same design.
With this new experience we’ll be introducing a split basket with a threshold for each basket. The split basket view will give you visibility between Bestseller and Standard elements and where your chosen elements are coming from (either Billund, Poland or the US). If your basket meets the minimum threshold amount, then you won’t have to pay any handling fees. We’ll continuously improve our supply chain processes to reduce and simplify these handling fees in the future.
This new experience means all parts orders, including those previously made in Bricks and Pieces can be applied to promotions (such as gifts with purchase) on LEGO.com.
Why we’re making this change
Analysis has indicated that our current setup isn’t always the best experience. Differentiation between our Pick a Brick and Bricks and Pieces experiences isn’t always clear. This new merged experience will bring our portfolio into one place, with clear visibility on Standard versus Bestseller elements.
Customers who place larger orders currently need to split their order between Pick a Brick and Bricks and Pieces. The new merged experience will mean larger orders can be placed in one spot, with greater visibility on delivery times.
When is it happening and in which markets?
The first change happens for the US and Canada when we implement a new fulfilment area in our US-based warehouse in January and start fulfilling Pick a Brick orders there. In order for this change to occur, Pick a Brick will be unavailable for approximately 48 hours, starting late evening January 23rd to January 25th when Pick a Brick comes back online. This outage is planned and is necessary. During this downtime, individual elements will still be available for purchase through Bricks and Pieces.
After that we’ll roll out the new merged experience as a soft launch. This will allow us to understand what’s working and identify improvement opportunities early.
We’re planning to roll out the new merged experience to the Netherlands, France, Germany and the UK early February. This will be followed by Canada, Australia, New Zealand and the US in late February. We’ll then look to rollout to all other countries globally.
During the soft launch, we’ll use several metrics and insights available to us to understand if the new experience is working as it should. We’ll take any learnings from this soft launch and use them to help us deliver the best experience possible for our customers.
New features and functionalities
We’re also creating a new location called the ‘Pick and Build hub’ for Pick a Brick and similar future experiences. With the new ‘Pick and Build hub’, we’ll test and launch new experiences that enable creativity and fun.
As a first trial we’ll introduce Build a Mini to our shoppers in Europe and Asia. With this tool you can combine different minifigure parts and create your own minifigure. The Build a Mini selection of bricks will only be available for this experience. They won’t be available as part of the Pick a Brick assortment.
I'm optimistic about this new system. I've recently been using them more often to get things such as animals and odd parts that I don't think it is worth buying the sets for.
Ever since I knew Bricks and Pieces was different from Pick a Brick, I've been wondering why these weren't the same thing to begin with. It sounds like enough people have been finding it for specific parts and the usage has increased enough that they can justify the investment into the system design.
Perhaps in the future, this will combine with Bricklink for how they distribute parts. They could also reproduce parts that have been out of production and are in demand. That would really excite me (Monorail anyone? Heh heh).
@Ptrotter the suggestion to link it to Bricklink has been discussed as well and at least for now they are saying that won't be happening.
I am looking forward to the new hub and really hope they streamline the way you browse elements. I'm also glad that orders will count towards GWP finally.
I'm interested in seeing how the build a mini component will work and how the dual shipping will work with some elements now coming from the states.
If anyone has specific questions about this for TLG please let me know and I'll ask on the LAN.
I definitely find bricklink to be a way more user friendly experience than either pick a brick, or bricks and pieces. Since the LEGO group now owns bricklink I hope they encorporate a similar part database system. Its just so much easier to find the parts youre looking for.
I dont think connecting to bricklink is necessary, but using a similar sorting system would be a huge improvement. Having to find part numbers and set numbers makes the process way harder than it needs to be.
We just received an update on the LAN. PAB has been down since January 23 to prepare for the update. The downtime was originally expected to be 48 hours but it is now expected to be approximately 7 hours longer. The go live for the North American PAB warehouse is now January 26th at 7:00am CST.