Gondor opens its gates. Aston Martin joins the F1 grid. Jason Momoa wants to play.

Rivendell (2022) established the property. Barad-dûr added scale. The Shire went broader. Minas Tirith, at $649.99 and 8,278 pieces, is the apex so far: it moved to backorder status on LEGO.com by mid-afternoon on launch day. That sell-through speed tells you where the LotR LEGO market has landed. Watch for LEGO to keep extending the line while demand holds at this level.

The 1:8 Technic F1 series started as a showcase of individual cars. With Aston Martin AMR25 joining McLaren MCL39 and the existing roster, Brick Fanatics counts nearly half the 2025 grid now represented. The project has passed the point of novelty. Each new car makes the eventual complete grid more plausible and more desirable to collectors.

Tom Holland established the template: Hollywood-credible, broadly accessible, warm. Jason Momoa is the second iteration. Two campaigns in, the Playmaker program is a pattern. The open question: whether LEGO keeps cycling celebrities or commits to a longer Momoa relationship. The LEGO Professor of Play running in parallel suggests genuine investment in play as a brand pillar.