LEGO Group announced on June 2, 2025, the release of a new Icons How to Train Your Dragon: Toothless building model kit, timed with the upcoming live-action remake of the film, set to premiere on June 13. The 784-piece set, priced at $69.99, will be available for pre-order with shipping starting July 1. Designed for adults aged 18 and up, the posable Toothless model features intricate details like a saddle, repaired tail fin, and articulated joints, capturing the essence of the Night Fury from the Viking-themed franchise. The set includes fish and plasma-blast accessories for versatile display options. The announcement, shared from LEGO’s headquarters in Billund, Denmark, targets fans eager to celebrate the return of Toothless and Hiccup in theaters. The set’s launch aligns with LEGO’s strategy to capitalize on the film’s buzz.
The Toothless set joins other recent LEGO releases, like Bluey and Nintendo Gameboy kits, expanding the brand’s diverse offerings. Fans can also benefit from LEGO Insiders perks, including exclusive discounts and gifts.
- Set details: 784 pieces, 6.5 inches tall, posable with accessories.
- Target audience: Adults 18+, but appealing to younger fans.
- Availability: Pre-order now, ships July 1, 2025.
The release taps into the excitement surrounding the live-action How to Train Your Dragon remake.
Design and features
The LEGO Icons Toothless set replicates the iconic Night Fury with high fidelity. Standing over 6.5 inches tall, the model boasts articulated joints for dynamic posing, allowing fans to recreate scenes from the franchise. The saddle and repaired tail fin, key elements from the story, add authenticity, while fish and plasma-blast attachments enhance play and display options.
LEGO crafted the set with adult collectors in mind, emphasizing intricate details over simplicity. The 784 pieces ensure a challenging yet rewarding build, appealing to fans of the films and LEGO enthusiasts alike.
- Key features:
- Articulated joints for flexible posing.
- Saddle and repaired tail fin details.
- Fish and plasma-blast accessories included.
The set’s design mirrors Toothless’ appearance in both animated and upcoming live-action formats.
Tie-in with live-action remake
Universal’s live-action How to Train Your Dragon remake, set for release on June 13, 2025, brings Hiccup and Toothless back to theaters. Unlike other live-action adaptations, Toothless retains a look close to his animated counterpart, ensuring familiarity for fans. The LEGO set’s launch capitalizes on this anticipation, offering a tangible way to engage with the franchise.
The film, directed by Dean DeBlois, who helmed the original trilogy, has generated significant buzz. The LEGO set serves as a promotional tie-in, targeting audiences eager to reconnect with the Viking world of Berk.
LEGO’s strategic timing
LEGO’s announcement aligns with the film’s promotional campaign, maximizing visibility. The July 1 shipping date ensures the set reaches consumers shortly after the movie’s premiere, sustaining fan engagement. Priced at $69.99, the set is positioned as an accessible collectible for both dedicated LEGO builders and casual fans.
The company has a history of successful movie tie-ins, with sets like Star Wars and Harry Potter driving sales. The Toothless model follows this model, leveraging the franchise’s established fanbase.
Broader LEGO offerings
LEGO has expanded its 2025 lineup with sets like Bluey and a Nintendo Gameboy, catering to diverse interests. The Toothless set joins these releases, reinforcing LEGO’s commitment to pop culture-inspired kits. The company’s focus on adult-oriented sets, like the Icons series, reflects growing demand among older collectors.
- Recent releases:
- Bluey set for younger fans.
- Nintendo Gameboy for retro gaming enthusiasts.
- Toothless for How to Train Your Dragon fans.
LEGO’s varied portfolio ensures broad appeal across age groups and fandoms.
LEGO Insiders benefits
The LEGO Insiders program enhances the Toothless set’s appeal with exclusive perks. Free to join, the membership offers early access to new releases, special discounts, and free gifts with purchases, such as a Simpsons living room set. Members also earn points redeemable for rewards like LEGOLAND tickets.
For students, LEGO provides additional discounts through Student Beans, including free delivery on orders over £50 and free gifts for purchases above £180. These incentives encourage fan participation and repeat purchases.
Retail and pre-order details
The Toothless set is available for pre-order at $69.99 through LEGO’s official website and select retailers. Shipping begins July 1, 2025, with availability expected in LEGO stores and major outlets like Amazon and Walmart. The set’s price point positions it as a mid-range collectible, accessible to a wide audience.
LEGO’s sale section currently offers up to 50% off select sets, including a 1,000-piece puzzle discounted by 30%. These promotions complement the Toothless set’s launch, driving traffic to LEGO’s platforms.
Fan engagement strategies
LEGO engages younger fans with free printed magazines, delivered quarterly for ages 5-9, featuring activities, comics, and posters. The company also supports builders through its piece replacement service, allowing fans to request missing or broken parts. Additional pieces, like bricks and minifigure components, are available for custom builds.
- Fan-focused initiatives:
- Free LEGO magazines for kids.
- Piece replacement for incomplete sets.
- Extra parts for creative customization.
These programs foster loyalty among LEGO’s diverse customer base.
Market positioning
LEGO’s Toothless set taps into the collectible market, where adult fans drive significant sales. The 18+ age recommendation reflects the growing trend of adults investing in detailed, display-worthy sets. The set’s connection to a major film release enhances its appeal, positioning it as a must-have for How to Train Your Dragon enthusiasts.
The company’s focus on quality and authenticity, combined with strategic pricing, ensures competitiveness in the toy and collectible market. LEGO’s brand strength, built over decades, supports the set’s anticipated success.
Connection to franchise history
How to Train Your Dragon, launched in 2010, became a global phenomenon with its animated trilogy, grossing over $1.6 billion worldwide. The story of Hiccup and Toothless resonated with audiences, spawning books, TV series, and merchandise. The live-action remake aims to reintroduce the saga to new viewers while honoring its legacy.
LEGO’s Toothless set builds on this history, offering fans a nostalgic yet fresh way to engage with the Night Fury. The set’s detailed design pays homage to the franchise’s enduring appeal.
