About Exclusive LEGO Inside Tour Exclusive
The LEGO Inside Tour in Billund, Denmark is an annual exclusive event that is held a few times a year to a very limited number of attendees through a raffle type sign-up process. Lucky attendees of this 2-5 day experience learn how LEGO bricks are produced, meet the designers and take a tour through the LEGO Group’s unique history in Ole Kirk's original house featuring an extraordinary exhibition of LEGO sets and models that date back to 1934. At the end of the tour, each participant receives a LEGO set exclusively produced for the LEGO Inside Tour in cooperation with Kjeld Kirk Kristiansen to take home. These sets are exclusive to the tour only and maintain a considerable value on the secondary markets.
2011 LEGO Sets
2011 introduced Ninjago, which quickly became one of LEGO’s most successful original themes and the foundation of a long-running multimedia franchise. Other launches included Pirates of the Caribbean, coinciding with Disney’s On Stranger Tides, the sci-fi Alien Conquest, and Master Builder Academy, a design-focused building program. LEGO also experimented with digital-physical integration through Life of George, an early augmented reality experience. Collectible Minifigures Series 3–5 strengthened LEGO’s growing collector market, while internal employee-exclusive sets like Moulding Machines became prized rarities. Several themes concluded this year, including Harry Potter, Ben 10, Power Miners, Toy Story, Prince of Persia, Space Police III, and BrickMaster.