LEGO Group announced on its official Twitter account on the 16th that it will release 'BTS Dynamite Set' under the theme of BTS (BTS)'s 'Dynamite' music video through online and offline stores on the 1st of next month.
In response, the Wall Street Journal (WSJ) reported on the 20th (local time) that the new Lego product will serve as an intermediate inspection of BTS' brand influence, noting that BTS has stopped team-level music activities for the time being and started solo activities since June last year.
WSJ analyzed, "This toy deal is the first major collaboration case (with a global company) since BTS members went solo," and added, "This deal will test the strong influence and marketability that K-pop sensation (BTS) has shown.
"BTS still plays a decisive role in the success of its agency Hive," he said. "We will also test whether Lego's BTS brand licensing contract will bring results to Hive at a time when it cannot promote BTS as a complete group."
The BTS Lego set was created through a Lego idea platform that develops Lego fans' works into products.
It consists of a total of 749 bricks, and the size of the finished product is 38cm wide, 16cm long, and 14cm high.
After two U.S. fans submitted the design together, it was decided to commercialize it with more than 10,000 votes in about a month due to the response of global consumers.
According to the WSJ, BTS fans expressed their intention to purchase Lego products, but some expressed regret over the sale price.
Jessica Littlejohn, 33, of Jacksonville, Florida, said, "I was excited about the release of BTS Lego until I saw the price tag."
The BTS Lego set is priced at $99.99.