LEGO's age label hits 100 for Sir David Attenborough's birthday
LEGO's iconic '4 to 99' age label has a new upper limit. Sir David Attenborough turned 100 this year, and LEGO marked it by updating select packaging to read '4 to 100,' a one-time tribute to the naturalist who had inadvertently been aged out by LEGO's own label. Brick Fanatics and Bricks Fanz both confirmed the change.
This is LEGO at its most endearing: a tiny, consequence-free gesture that landed perfectly because the story behind it is genuinely lovely. Sir David Attenborough is, quite possibly, the one person alive who could make LEGO rethink its own label. The real question is whether it goes back to 99 after his birthday.