Leave it to LEGO to do something so charming and enchanting! While researching items to include in Cotsen’s latest exhibition, “Once Upon New Times: Reimagining Children’s Classics,” Katie came across four incredible miniature fairy tale LEGO sets we had never seen before. After some super sleuthing, she not only tracked a full set down, she uncovered their very interesting origin story, which she’s sharing today. Take it away, Katie!
In 2009, LEGO started collaborating with Toys R Us and kicked off a month-long promotion called Bricktober. Every week during the month of October, customers who purchased a LEGO set valued at a certain dollar amount would earn a free Bricktober collectible. The sets changed yearly and ranged from one-of-a-kind LEGO minifigures to little cityscapes to DUPLO bricks with unique images on them which, if you collected all four, would create a special Halloween picture. Following the 2018 bankruptcy and eventual closure of most Toys R Us storefronts, the availability of the Bricktober LEGO sets became very scarce. The promotion continued, but only in the Asia-Pacific region where Toys R Us was still in operation.
In 2021, the LEGO Bricktober sets were a collection of four different fairy tales: Jack and the Beanstalk, Hansel and Gretel, Alice’s Adventures in Wonderland, and Little Red Riding Hood.
Not only is each LEGO design mounted on a book, they each have moving pieces incorporated into the depiction of the fairy tale. The sets also included fold-out story books that tell the fairy tale using charming illustrations of LEGO minifigures.
eBay proved to be the best source for these elusive LEGOs. We purchased our complete collection from a seller located in Malaysia, and waited (im)patiently for the box to arrive. Once they were delivered, it didn’t take long for two of our colleagues to volunteer to help us build the adorable sets (no one wants to grow up, we are all Toys R Us and LEGOs kids!). And these adorable LEGO books did not disappoint! Alice’s Adventures in Wonderland features a rotating tea table loaded with sweets:
Little Red Riding Hood is a cottage that spins around to reveal an interior with a disguised wolf:
Hansel and Gretel is Dr. Dana’s favorite, and the roof opens to reveal a little witch and oven in the interior:
And the Jack and the Beanstalk is simply epic. A rotating mini farm scene, cloud mounted on a clear brick, gold-embellished castle, and twisty beanstalk:
The 2023 Bricktober sets are a Mini Hobby Series, highlighting bowling, music, car racing, camping, baking and gaming (and we’re eagerly awaiting the announcement of the 2024 sets!). For our Asia-Pacific blog readers who are lucky enough to get their hands on these rare LEGOs, we’d love to see pictures of your builds!
Many thanks to Princeton University Library staff Minjie Chen and Charles Doran for their expert LEGO building skills!
Come see tales transformed at “Once Upon New Times: Reimagining Children’s Classics,” currently on display at the Cotsen Children’s Library! Curated as a companion to the 
It started with an excited text from Katie: “Check out this LEGO set!” The accompanying image made my heart go pitter pat. LEGO has created a fairy tale pop-up book. I think it took oh…maybe 15 seconds for me to order one for blog testing? The set was Katie’s discovery, so she gets to do the honors. Take it away, Katie!
The set retails between $50-$70. There are 859 pieces in the box and the suggested age range is 12+. The instruction manual is a novel in its own right, weighing in at a hefty 162 pages. I loved that at the start of the instruction manual, LEGO introduced the fan designers who came up with the original idea for the pop-up book, as well as the LEGO designers who helped bring the book to LEGO life.
LEGO also provided the history of pop-up books, which date back to the 13th century, and briefly discussed the two fairy tales that are a part of the set. Along with words of encouragement to “Create your own fairy tale!” and “Build your own story…,” the instructions to build your LEGO set starts.
The instructions have you build the Little Red Riding Hood cottage first. As I attached the pieces inside the book covers, I wasn’t sure the cottage would properly fold down and create the pop-up book illusion. But it really works!
My *only* complaint – and perhaps it is merely a humble suggestion – is that the little windmill blades in the Jack and the Beanstalk tiny town should have been a different color. They sort of blend into the white clouds surrounding them.
It took me about three hours to put the LEGO set together. I do agree with the suggested age range of 12+. The complexity of the set would be tough for younger kids to complete on their own, but they could probably build it with assistance from an adult.