The Licensing Letter

LEGO Builds Seinfeld Set For A ‘Toy About Nothing’

LEGO has been on a sitcom roll of late, building out the sets for popular shows like Friends and Big Bang Theory, and now has followed up with a 30th anniversary set for Seinfeld, the “show about nothing.”
The classic sitcom, a number one hit in the 1990s, will be immortalized in plastic bricks thanks to a fan-based project launched under the LEGO Ideas program.
Brent Waller of Brisbane, Australia submitted the idea and the build design to the LEGO Ideas platform, which is a LEGO program designed to bring in new ideas created by, and voted for, by LEGO fans.
Winning projects are then selected by LEGO and turned into a real building kit that is offered for sale with official LEGO status.
Waller, the co-founder of a video game company and a 3D digital artist, says he loved LEGO as a child, and was also a huge fan of the Seinfeld series.

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“I loved Seinfeld in the ’90s and recently re-watched them all,” Waller said. “I thought it was a travesty that a LEGO Seinfeld set didn’t exist so I made an effort to resolve that and make the best rendition of Jerry’s Apartment and the gang that I could.

“The biggest challenge was trying to cram as much detail from the show into the kitchen, all the cupboards, items in the cupboard and on the bench-tops, but I am very proud of how it turned out,” Waller added.

The Waller designed kit allows fans to recreate classic scenes from the show, as it includes Jerry Seinfeld’s apartment (seen below), a stage for standup comedy, and a ‘Festivus’ pole.

 

New LEGO set obsessively recreates Jerry’s famous apartment from Seinfeld, complete with the full regular cast of characters.
The set also includes the main characters from the show, including Jerry Seinfeld, George Costanza, Cosmo Kramer, Elaine Benes and Newman, all of them dressed in their typical ’90s outfits.
In true LEGO Ideas fashion, the kit is also incredibly detailed, chock full of the small items that true Seinfeld fans will recognize, like the Superman outline on the fridge.

Federico Begher, VP of global marketing at The LEGO Group, says the LEGO team had as much fun as Waller in creating the replica.“I am so excited to see how this has been brought this to life in LEGO form and the attention to detail from the furniture to some of the minifigures accessories,” he said.

“The LEGO Ideas platform is a great way for fans to share their ideas with us and their passion for a particular theme. Not only did Brent have a personal desire to create this build, other fans agree and he gained the necessary 10,000 community votes needed for us to consider creating it into a product.

“Seinfeld is a classic sit-com and a cultural icon that was huge in the ’90s and still stands the test of time today,” Begher added. “The combination of the quirky characters and the nostalgia of the show is the perfect fit for LEGO and when we saw the concept we just knew we had to make it.”

Asked for his opinion, LEGO Jerry simply said, “Yada yada yada, blah blah blah.”

LEGO Ideas Seinfeld set is available for LEGO VIP members starting on July 21, and for the general public from LEGO Stores and Lego.com/Seinfeld starting Aug. 1.

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