Do you want to know what happens at LEGO Fan Media Days? Blocks is using a decade of experience at the event to lift the lid on what happens!
LEGO Fan Media Days, also known as Recognised LEGO Fan Media Days or RLFM Days, happens in Billund, Denmark at LEGO headquarters every year in September. Everyone know there are early product reveals, because they have seen them crop up in their social media feeds – but what actually goes on at the event? Is it just a relentless series of product reveals?
Blocks News Writer Ryan Everleth asks Blocks Editor Graham E. Hancock all of the burning questions about Fan Media Days – what is it? What goes on there? How many products do attendees get to see? What happens when blankets are not getting whipped off LEGO sets?
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Since the first edition of the event in 2016, Graham has been to every LEGO Fan Media Days either for Blocks, the monthly LEGO magazine, or for Brick Fanatics when he worked there, so he has seen the event grow and change over the last decade. In this video, he uses all of that knowledge and experience to give an inside perspective on what actually goes on.
To begin with, Graham explains the basics of what LEGO Fan Media Days is: “The LEGO Group invites a number of ‘fan media’ out to Billund in Denmark, where the LEGO Groups’ headquarters is to spend a few days listening to presentations, conducting interviews, maybe experiencing things, different things that are going to support content creation and also allowing for opportunities for fan media to kind of network together, share ideas, this sort of thing.
“It’s also a useful opportunity for us to see some of the people who work with LEGO fan media in person, because obviously we’re communicating with people from the LEGO Group over message, email and so on, but we don’t get that face to face time very often. Equally I have been to Fan Media Days a number of times with Daniel Konstanski, who works on Blocks. It’s nice to get to spend some time with him, because he lives in the US. We work together every month on the magazine, but I don’t get to see him face to face, just to hang and chat. Obviously during these few days, we get to spend some time together.”
Ryan asks Graham about the upcoming LEGO set reveals that happen at LEGO Fan Media Days. “The set reveals definitely have really raised the awareness of Fan Media Days, because people see on their social feeds and so on, a blanket getting whipped off and a LEGO set appears beneath it, or sometimes a blanket gets awkwardly pulled off and knocks a bit of a LEGO model over. It’s all part of the fun.
“The set reveals definitely have really raised the awareness of our media days, because people see on their social feeds and so on, a blanket getting whipped off and a LEGO set appears beneath it, or, you know, sometimes a blanket gets awkwardly pulled off and knocks a bit of LEGO over. And, you know, it’s all part of the fun.
“Fan Media Days is going to be in its 10th year in 2025 there have been nine of them previously. I’ve been to all of them, so I’ve seen how it has evolved and changed over time. I’ve been either for Blocks or for Brick Fanatics, where I used to work. At the first Fan Media Days we weren’t shown any upcoming LEGO sets.”
Graham also reflects on the number of products that are shown at LEGO Fan Media Days. “Since the ‘adults welcome’ initiative, and the idea that the LEGO Group is actively targeting adults much more… back in the day, there would have been a Creator Expert modular, a Creator Expert fairground set, maybe a Creator Expert vehicle and a Star Wars UCS set.
“Now there are so many adult sets all the time and we’re a bunch of adults working on media that caters to other adults,. I guess it makes sense to show us more of these sets, because there’s so many of them, and the LEGO Group wants them to get out there to the adult fans around the world, so that they’re aware that they’re coming, the more exposure you have to these things, the more you can think about whether you’re going to dive in and buy them or not.”
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