LEGO continues to delight plant lovers, especially those without a green thumb, with two new additions to its Botanical Collection: the Chrysanthemum and the Japanese Apricot.
Launching on August 1 for €29.99 each on LEGO’s official website, these sets bring color, elegance, and serenity into both your brick-built world and your home décor.
Floral elegance in brick form
The Chrysanthemum and Japanese Apricot sets feature delicate blossoms and refined detailing, transforming LEGO bricks into graceful floral compositions.
These new models pair beautifully with previous Botanical Collection favorites such as:
- Wildflower Bouquet
- Orchid
- Succulents
Together, they allow fans to create original floral arrangements that blend creativity with interior design. It’s gardening, without the watering schedule.
Decorative sets with collector appeal
Beyond their aesthetic appeal, these sets highlight LEGO’s growing presence in the lifestyle and home décor segment. What was once purely a toy has evolved into collectible design pieces for adults.
Whether evoking nostalgia through pop culture sets or offering elegant decorative builds, LEGO continues to embed itself into everyday life through a smart marketing strategy that blends creativity, emotion, and collectibility.
A Brand That Never Stops Innovating
Founded in Denmark in 1932, LEGO has become a global icon thanks to its simple yet ingenious interlocking brick system. Its products encourage limitless imagination for both children and adults.
In recent years, LEGO has diversified its portfolio with:
- Pop culture collaborations
- Cinematic partnerships
- Educational series
- Advanced adult-oriented collections
At the same time, the brand has committed to sustainability, introducing plant-based elements and aiming to transition toward fully sustainable plastics by 2030.
Facing competition with creativity
Despite its massive success, LEGO now faces increasing competition from brands seeking to capitalize on the booming construction toy market. New entrants are attempting to capture market share by offering alternative building systems and licensed partnerships.
In response, LEGO continues to reinvent itself, not only through product innovation but also through memorable marketing campaigns. Its recent communication efforts, including campaigns that position play as a “superpower,” reinforce the emotional value of creativity and imagination.
More than bricks
With the addition of the Chrysanthemum and Japanese Apricot sets, LEGO once again proves its ability to blend art, design, nostalgia, and strategy.
Whether you’re a botanical enthusiast, a design lover, or simply looking for a stress-relieving creative escape, LEGO’s growing floral range offers a timeless pleasure, no soil required.
