LEGO banks on BTS hype, turns 'Dynamite' music video into new play set

The LEGO Group is banking on the hype around BTS to market its latest set. The LEGO Ideas BTS Dynamite is said to be a tribute to the global pop icons, BTS, and is designed by LEGO fans. The set features the seven-piece band on the video set of their global smash-hit single “Dynamite”. With the figurines, the new set also has a vibrant donut shop, ice cream truck and record store. MARKETING-INTERACTIVE has reached out to LEGO for more information. 

When the song was released in August 2020, it reached over 100 million views in less than one day and one billion views in just eight months. It even gave the band their first number-one single in the United States.

Don't miss: Louis Vuitton recreates city of Paris with LEGO bricks

According to the fans behind the creation of the new set, the set was created after watching the BTS music video Dynamite repeatedly to capture its essence using LEGO blocks. “It was insane when the project went viral online overnight,” they said.

Federico Begher, head of LEGO product group, shared, “When we saw the colourful design, we knew it would be a hit, and this was proved by how quickly they reached 10,000 views in the LEGO Ideas voting.”

He added that BTS fans have already gotten behind the design and so it was important that LEGO remained faithful to the original creation. The LEGO Ideas BTS Dynamite set is on sale from early March 2023.

Not long ago, LEGO also teamed up with Louis Vuitton - they collaborated to rebuild the city of Paris as a magical snowy landscape in stores around the world using LEGO bricks. 

To celebrate The Batman's anniversary (released in early 2022), LEGO did another partnership recently with DC to team up and make Bruce Wayne's motorcycle - batcycle. It will be modelled on the bike that actor Robert Pattison rode in the movie. 

LEGO also did another partnership recently and it was with Warner Bros. Discovery Global Consumer Products, launched the LEGO Icons The Lord of the Rings: Rivendell set, inspired by the film adaptations. This highly detailed, 6,167 piece set features the iconic Elven stronghold from Middle-earth and comes complete with 15 minifigures.

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