If you're looking for proof that adults comprise a significant portion of LEGO's customer base, here it is. Daft Punk have announced a partnership with the building block brand that will span "product, content, and brand experiences."
Despite the corporate language accompanying the announcement, the partnership arose organically. It started when Luxembourg's Patrick Harboun and his son won the Grand Prize in the LEGO Ideas Music To Our Ears competition with their submission Daft Punk Concert, which recreated the iconic pyramid stage from the duo's 2007 Alive tour. They started working on it in 2020, when the boy was 8. It looks so cool:
The press release comes with a disclaimer that this is not necessarily what the final version of the Daft Punk LEGO set will look like, but hopefully they don't stray too far from this design. A word from Harboun:
This all started as a creative escape during lockdown between my son and I because of our shared love of Daft Punk and LEGO building. We never dared imagine it would take off in this way. Watching our passion project become part of an official collaboration is an incredible experience, and it's a reminder of what makes the LEGO Ideas community so special. That a simple idea, shared by fans, really can become something much bigger.
And here's the statement from Julia Goldin, Chief Product & Marketing Officer at the LEGO Group:
What makes this partnership so special is the enduring appeal both brands share. Like the LEGO brand, Daft Punk inspires generations through creativity, innovation and a deep connection with fans. We’re excited to build on these foundations to reimagine the Daft Punk legacy in a fresh and unexpected way, creating something unique that resonates with fans across all ages. This is just the beginning of a bigger journey – a creative collab made for fans ready to lose themselves to play.
And sure, here's Cédric Hervet, Creative Director for Daft Punk:
The pyramid stage is one of the most recognisable expressions of Daft Punk’s visual world, so it feels fitting that this fan-created design will be centre stage of this partnership. Fans have always played an important part in Daft Punk’s story, and we are excited to see that creativity reflected through the LEGO universe.
After some teasing, the partnership was officially announced today with the release of a 49-second video featuring the Daft Punk tracks "Voyager" and "Human After All." Watch it below.
Olivia Rodrigo also launched her own line of LEGO sets this year, and the company had a presence at her Daisy Chain Fields festival. We bought the Olivia Rodrigo LEGO guitar for my 11-year-old daughter even though it was way too expensive.