The 10307 Eiffel Tower promises to be another popular LEGO icon set, but it’s arguably a set that’s been over a decade old.
The LEGO Group’s long history means that much of what it does isn’t entirely new. This isn’t a bad thing, of course – innovation is overrated, and oftentimes the question isn’t whether you did something first. It’s about whether you did it better than what came before.
However, 10307 Tour Eiffel is clearly one of the better versions of its theme. Its closest equivalent (2007’s Eiffel Tower 10181) is slightly smaller and blockier than its 2022 counterpart, at 108cm tall. But it’s instantly recognizable, and was the biggest LEGO set until the year 10308, where the Eiffel Tower stole its crown. It may break apart in sections like the 2022 version, and it comes at a much lower price tag — though it uses about 6,500 fewer parts, so that’s probably to be expected.
What’s particularly interesting about this collection is that its official description states that it was created “by popular demand.” This could be marketing, but it could also be a sign that the groundwork for the 10307 Tour Eiffel has already been laid at this point.
As our reports indicated, the Eiffel Tower is a LEGO pit and the set has returned many times since. However, while there are beautiful models of the Eiffel Tower in LEGO form (such as 21044 Paris), nothing has been as ambitious as the 10181 Eiffel Tower yet.
If the theme is so popular, why did it take us so long to get this set? The most obvious answer is that the LEGO Group wanted to do justice to the theme as it grew both its part library and building knowledge.
The Eiffel Tower 10307 uses a mixture of basic bricks and highly specialized elements (such as roller coaster tracks) to recreate the structure, and building the upper sections requires an intuitive understanding of how LEGO works. As such, it’s no surprise that this new version took over a decade to arrive.
Another reason could be that it was not clear that there was a market for such a model until very recently. While LEGO sets have grown steadily over the years, models like the 75192 Millennium Falcon and 10294 Titanic have taken this idea to new heights. Although the full-scale Eiffel Tower seems like a safe bet for a LEGO model, it’s fair to say that the 75192 Millennium Falcon was much safer.
As such, the 10307 Eiffel Tower arguably tells us something important about the LEGO Group’s broader product strategy: If there’s something you want the LEGO Group to build (or modify) will do for you, you’ll probably be patient. With the Eiffel Tower 10307 passing the 10,000-piece mark, there seems to be no real limit to the company’s ambition in the near future.
10307 Eiffel Tower is available from LEGO.com November 25th. It will cost you £554.99 / $629.99 / €629.99.
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