LEGO House is getting a new and exclusive set soon, and the decisions that go into determining the topics of these builds have been revealed.
40507 I Love Billund was unveiled earlier this week as the 2026 model that can only be found at LEGO House in Billund, as well as LEGOLAND Billund, for a limited time. This new set will be released on March 1 for 749 DKK, representing the hometown of the company and some of the most iconic LEGO-related places around town.
Ex-LEGO House Master Builder Stuart Harris shared more about the background behind this model at LEGO Fan Media Days 2025, including where the idea for this model came from and how it appeals to both LEGO fans and families less familiar with the company, but are visiting the Billund attraction.
"The set came about from us actually talking to our guests and consumers about what they would what would they like to see. What is it that they value when they're coming to the store in LEGO House?" Stuart explained.
"For a lot of visitors, it was about having something that would be a memento, a reflection, a reminder of their visit. You know the typical kind of family visitor that we would get in LEGO house, and many of these visitors are from overseas. So having that little slice of Denmark, that little slice of Billund, would be something very appealing to them."
In the case of 40507 I Love Billund, the model represents places around the town that they likely have visited during their trip, but are also historical in the context of the company. This ensures that the model appeals to general enthusiasts and the most dedicated fans alike.
"That was kind of the decision that made us go down this direction, because it's about appealing to the fans, but it's also about appealing to a family with less affinity with our LEGO heritage and history and the super niche kinds of things," Stuart continued. "But Billund is still the hometown of the brick. It means a lot to LEGO fans around the world; being able to encapsulate Billund in one set was the ambition that we had."
With this context, we can look back on the many other LEGO House-exclusive sets to see what parts of this ideology are new and what has always been the goal with the builds. The first two exclusive models depict areas inside LEGO House, which anyone visiting the attraction will have seen and could then take home.
The following numbered sets would then be based on LEGO history or the attraction, but with more of the former. 40507 I Love Billund balances these two, representing historical LEGO locations around Billund, as well as places which anyone visiting the town will know.
40507 I Love Billund will be released on March 1 for 749 DKK, available only at LEGO House or at LEGOLAND Billund for a more limited time from March 28.
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