What's new at Lego for July: 12 new sets to get stuck into — including the clumsy Demon Hunters icon I've been waiting for
THE SO WHAT
Lego’s steady drip of themed sets shows how physical product lines can behave like live content—seasonal, narrative, and community-driven. If you ship hardware or tools, think in terms of “sets and expansions” rather than static SKUs to keep users engaged and upsell paths clear.
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