GameStop-inspired LEGO design conquers the hearts of online investors


A LEGO fan submitted a hugely popular product design inspired by the GameStop investment storm at the start of the year.

Berlin-based father-of-two, Michael Natus, submitted a rendered LEGO design of a GameStop store sitting on top of the moon on the toy brick company’s dedicated website – LEGO Ideas.

Under the username MCHLN, Natus created a classic GameStop store out of digital bricks, which features five mini figures, a graffiti-covered exterior wall, and a decorated interior.

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The design framework and one of its figures appear to be references to terms commonly used in Reddit communities like WallStreetBets and other dedicated investing forums.

Participants in these communities tend to use the phrases “to the moon” and “the strong set monkeys” in reference to stocks that are expected to skyrocket, especially in circumstances where retail stocks are heavily exposed, which makes them very short. is similar to what happened to the actions of GameStop. earlier this year.

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While Natus noted in his submission description that his creation is “not a political statement at all,” he has received the support of thousands of Redditors and Twitter users who remember the investment bonanza of GameStop.

GameStop Chairman Ryan Cohen, who is also the CEO of Chew Inc., shared Natus’ creation on the LEGO Ideas page on Thursday with: “I [heart] this.”

Teleprinter Security Last Switch Switch %
GME GAMESTOP CORP. 183.53 +0.61 + 0.33%
CHWY CHEWY, INC. 75.80 +3.17 + 4.36%

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“I was blown away by the reaction to the project, especially when Ryan Cohen tweeted about it. And honestly, I still am,” Natus told FOX Business. “I am fascinated by what has happened and is still happening with this wonderful stock called GME. Building the LEGO Project was my way of honoring the communities that have emerged within the GameStop saga.”

Through LEGO Ideas, fans and designers can submit potential sets to the Lego Group for commercial production.

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“LEGO Ideas is a platform where fan designs have a chance to become real LEGO sets. Users share their original designs in hopes of gaining community support,” wrote a spokesperson for LEGO at FOX Business. “Once a design reaches 10,000 votes, it is reviewed by the LEGO Group for a chance to become an official LEGO product.”

In the last week since Natus uploaded their design, it has passed 10,000 votes and received over 925 comments. The LEGO Group told Natus that the company will begin its review process in September, according to a public comment it left on Friday.

Natus wrote to FOX Business on Monday saying, “Whether or not it becomes a product, I’ve managed to be a part of this saga and it’s just bananas, so to speak.”

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Representatives for GameStop declined to comment.

Accepted LEGO designs award the original creators royalties equivalent to 1% of total net sales, in accordance with the LEGO Ideas Guidelines.


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