The $1,000 LEGO set and the infantilization of America
What can you buy for $1,000 these days? The latest smartphone? A discounted laptop? A nice trip to Mexico? Or what about a 9,000 piece LEGO set of the Death Star? The toy firm’s most expensive model yet. That’s right, a toy for $1,000 – the same as 35 Labubus (if you can find them), 150 packs of Pokémon cards or 80 Hot Wheels cars. It’s more pocket money than most boys and girls can afford. And as the fully built model is only a cross section of the spherical spacecraft from Star Wars, they won’t actually be able to play with it, even if they do rustle up enough cash to buy it. Really, the gigantic diorama is designed to sit on an adult’s shelf – a 31-inch wide symbol of LEGO’s shift toward an older demographic.