The LEGO Group and Olivia Rodrigo promoted new Editions sets with a takeover of Los Angeles’ famous Licorice Pizza music store.
Licorice Pizza in Los Angeles was transformed with LEGO bricks for an event with Olivia Rodrigo to promote the recently announced Editions sets that celebrate the singer-songwriter’s aesthetic.
Fans in attendance were apparently ‘surprised’ by her ‘unannounced’ appearance at the store – though they had known to travel from the United States, Canada and the UK, suggesting that the eager Livies had an inkling something special was on the cards and had been invited to the occasion. Olivia “chatted alongside fans and shared stories behind the recent partnership.”
The store is known for its extensive vinyl stock, making it a mecca for collectors and music aficionados. For the promotional event, a 2.42m x 2.50m brick-built recreation of Olivia’s purple moon, constructed from 77,000 LEGO bricks, was inspired by 43029 Olivia Rodrigo’s Concert Moon.
Upgrade your LEGO hobby! If you take out a subscription to Blocks, the monthly LEGO magazine, you’ll get each issue first and at a discount, plus other perks including a free digital subscription and the chance to win LEGO prizes every month.
Olivia is known for releasing variant albums on vinyl for her fans to collect – and at the event, she announced one that will frustrate eager collectors more than any other. A global treasure hunt encourages her fans to discover one of just 333 limited-edition brick-built LEGO vinyl records hidden in record stores around the world.
To find one of the albums, Livies will have the opportunity to follow clues and uncover secret locations to try and discover one of the 333 super exclusive limited-edition collectible vinyls, some of which were given away at the event.
“Getting to watch everyone explore the LEGO Editions sets today and discover their favourite details was amazing,” she said. “We wanted to create something that felt different and something my fans could be part of. Kicking it all off at Licorice Pizza made it even more memorable. It was such a fun way to celebrate the collaboration with the LEGO Group.” [100 of her fans were part of the event.]
The event builds on the recently announced LEGO® Editions Olivia Rodrigo collection, which invites fans to discover stories hidden throughout five collectible LEGO sets inspired by defining songs, iconic performances and fan-favourite moments spanning SOUR, GUTS and you seem pretty sad for a girl so in love.
Five new sets will kick off the collaboration between the LEGO Group and the actor-turned-musician on August 1:
- 43031 Olivia Rodrigo’s Dual Guitar
- 43028 Olivia Rodrigo’s Vinyl
- 43029 Olivia Rodrigo’s Concert Moon
- 43030 Olivia Rodrigo’s Secret Storage
- 11507 Olivia Rodrigo’s Flower Bouquet
“When we launched the LEGO Editions Olivia Rodrigo collection, we wanted to invite fans to discover the stories, symbols and hidden details that make Olivia’s world so special,” said LEGO Chief Product and Marketing Officer Julia Goldin. “The LEGO Editions x Olivia Rodrigo Vinyl Hunt takes that idea one step further, transforming the excitement of discovery into a real-world adventure that brings fans together in record stores and communities around the world.”
If you want to find out when new LEGO sets are announced, sign up to our free newsletter. Of course, if you really want to upgrade your LEGO hobby for the true insider experience, take out a subscription to Blocks, the monthly LEGO magazine for fans.