David Attenborough is one of the most influential natural historians and broadcasters of all time. He is known for wildlife documentaries and environmental programs such as Planet Earth, Blue Planet, and Frozen Planet. Interestingly, LEGO paid a fitting tribute as Attenborough recently turned 100.
Lego changes age label to honor David Attenborough on his 100th birthday
LEGO has gone viral after changing its age label from “Ages 4–99” to “4–100+” in honor of Sir David Attenborough turning 100 years old. The company accompanied the tribute with the message, “There’s no age limit for those who never stop playing.”
It was a long-running internet joke that seemingly prompted LEGO to make the change. Many LEGO sets carried the printed recommendation, with 99 being the upper age limit, but fans jokingly pointed out that once Attenborough turned 100, he would technically be “too old” to play with LEGO.
In what can be called a great marketing strategy, alongside being a fitting tribute, the company leaned into the joke and gained virality. “Happy 100th birthday, Sir David Attenborough,” the company wrote on Instagram. In the picture accompanying the caption, LEGO wrote, “Updated for you, Sir David.”
The company’s post quickly spread across social media platforms, with users praising the marketing strategy while also bringing Attenborough’s cultural legacy into the spotlight. Attenborough’s lifelong curiosity about nature and science aligns with LEGO’s image of creativity and imagination. Apart from being a tribute, it also serves as a message to people to remain curious regardless of age.
Furthermore, tributes for Attenborough poured in as world leaders, royalty, and celebrities honored the veteran broadcaster’s long career on his 100th birthday. “Happy 100th birthday to Sir David Attenborough, an incredible, passionate naturalist who has brought the natural world into people’s living rooms and changed the world for the better. He’s an inspiration to us all,” entrepreneur Richard Branson wrote on Instagram.
“Happy 100th birthday to Sir David Attenborough—a storyteller, naturalist, and one of the most enduring champions of our shared planet. For as long as I can remember, Sir David has opened windows into the natural world, bringing moments of wonder, beauty, and discovery into homes across the globe and inspiring generations to fall in love with life on Earth,” Hollywood superstar Leonardo DiCaprio, who is also a renowned climate-change activist, wrote.
What do you think about LEGO’s tribute to David Attenborough? Let us know in the comments section below.
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