Lego and South Korean pop sensation, BTS, have teamed up for a new project. The BTS Dynamite set, designed for adult fans, will feature scenes from the group's hit music video "Dynamite" including a doughnut shop, record store, basketball court, and stage. The set includes miniature figures of the seven band members and has a mechanism that allows them to move in sync when placed on the stage.
This marks one of BTS's first major collaborations since the group announced that its members would be taking a break from each other to pursue solo projects. The collaboration also comes as one member, Jin, has begun serving his mandatory 18-month enlistment in the South Korean army, with the rest of the group expected to follow suit.
BTS fans, also known as the BTS Army, are thrilled about the new collaboration. BTS accounted for two-thirds of the revenue of its management agency, Hybe, last year. When the group announced its break in June, Hybe's shares took a 25% dip. In an effort to diversify its revenue sources, Hybe has expanded its artist roster and launched a tender offer to buy a quarter of one of its biggest competitors, SM Entertainment.
BTS remains crucial to Hybe's success and the Lego collaboration will be a test of whether BTS's brand-licensing deals can still be profitable for Hybe even without the group promoting them together. Neither Hybe nor Lego responded to requests for comment.
According to Stephanie Choi, a postdoctoral associate at the Asia Research Institute at the State University of New York, Buffalo, who has studied Korean pop culture, BTS fans today are no longer passive consumers waiting for new content from the band or their management company, Hybe. Instead, they take an active role as promoters of the group and maintain its media presence through fan-run social media accounts and hashtags.
BTS has brought billions of dollars to the South Korean economy through touring, merchandise, and endorsements, and their success is heavily tied to the use of their intellectual property, including image rights, music copyrights, logo designs, and animated mascots. The band has already partnered with several companies, including Samsung Electronics Co., Mattel Inc., and McDonald's Corp.
Brand deals are not uncommon in the music industry, especially among artists with younger fan bases. However, BTS has a slightly older fan base, and their partnerships are often geared toward adults. The BTS Lego set is listed for ages 18 and up and costs $99.99. The set is based on a design submitted by two Lego and BTS enthusiasts as part of the "LEGO Ideas" line of products.
While some BTS fans are excited about the collaboration, others have expressed concern over the price of the 749-piece set.
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