The best fan merchandise doesn’t just recreate a familiar image—they reward the people who know the work best. That’s the idea behind the new LEGO Editions Olivia Rodrigo collection, a five-set collaboration that invites fans to make their way through the Grammy-winning artist’s world one Easter egg at a time. Rather than focusing on a single album or performance, the collection pulls from across the board I’M ANGRY, INTESTINESand you look very sad for such a girl in love the album translate recurring symbols, iconic set moments and deeply personal references into brick-built objects designed to be explored as much as displayed.
The LEGO Editions Olivia Rodrigo Secret Storage set is filled with hidden references to the artist’s music and career. Photo courtesy of The LEGO Group.
The line includes a collectible vinyl display, a Concert Moon inspired by Rodrigo’s INTESTINES World Tour, Secret Storage, Dual Guitar and the first personalized LEGO Botanicals collaboration, a Flower Bouquet that swaps traditional flowers for playful musical references. Each set is filled with details ranging from handwritten notebooks and red loudspeakers to butterflies, stars, backstage areas and hidden compartments waiting to be discovered.
What makes the collection particularly interesting is that it wasn’t solely designed by LEGO and Rodrigo: According to Amy Corbett, Senior Design Director and Head of Product at the LEGO Group, fans became an integral part of the creative process from the very first ideas.
“One of my favorite things about working on this project was the three-way collaboration,” says Corbett. “Not only did we work closely with Olivia and her team, but we also connected with her fans during the design phase, from initial concepts to sketches and finally brick ideas. This allowed us to not only get hidden details and secrets from Olivia about her music, but also an idea of how her songs make her fans feel and how we can translate that into bricks.”
This feedback shaped a collection that balances collectible appeal with LEGO’s signature sense of play. While the final models are designed to look at home on a shelf, they are far from static objects.
Olivia Rodrigo with the LEGO Editions vinyl set. Photo courtesy of The LEGO Group.
“At first glance, the models may look like they’re for display,” explains Corbett, “but take a closer look and they’re full of playful details.” Among these surprises are secret stages and dressing rooms hidden inside the Dual Guitar, a star that appears hidden inside the vinyl set, and even miniature guitars that form the petals of a flower.
Instead of treating each set as an individual object, the designers approached the collection as a coherent visual system. Corbett says the team imagined how fans could display all five pieces together and looked for elements that could unite them without sacrificing individuality.
Olivia Rodrigo’s signature purple became the common thread throughout the collection, including the use of a new purple LEGO color introduced this year. Butterflies and stars appear in multiple constructions, with each ensemble interpreting these recurring motifs differently. Like Rodrigo’s song, the designers also leaned into layered storytelling, incorporating hidden references that are revealed over time. “We wanted to pack each set full of hidden Easter eggs and surprises for fans to find,” explains Corbett.
This emphasis on discovery also helped solve one of the project’s biggest creative challenges: translating the emotional resonance of Rodrigo’s music into LEGO’s native geometric design language.
“A lot of the magic is in the hidden details and clues you don’t see at first,” says Corbett. “We really built on that common ground and had a lot of fun interpreting the details of her music in brick form that fans would also be excited to discover.”
LEGO Minifigures of Olivia Rodrigo in various concert appearances. Photo courtesy of The LEGO Group.
The minifigures required their own careful balancing act. Rodrigo’s performance looks were instantly recognisable, but recreating them within the constraints of the LEGO minifigure meant distilling each outfit down to the essential details.
“The team worked closely with Olivia to capture the essence of her style,” says Corbett, “and pack in as many details as possible to bring the minifigure to life.”
The result is a collection that feels less like traditional celebrity merchandise and more like interactive storytelling. Rather than asking fans to simply recognize familiar images, the sets encourage them to look for clues, decode references, and discover new details long after the last brick has been laid—an experience that reflects the multi-layered storytelling that Rodrigo has built into her music since the beginning.
The LEGO Editions Olivia Rodrigo collection launches worldwide on August 1st, with select sets available for pre-order now.
Editorial Transparency: This article was developed with the help of artificial intelligence tools, which may have been used for research, description, editing or copy improvement. Reporting, fact-checking and editorial decisions were made by Design Milk’s editorial team.
