In the past we’ve shared the digital PDF version of LEGO store calendars as they leaked and we also looked forward to getting our paper copy in the store, but that last option is going away soon.
VIP members probably received an email from the chain this morning. Beginning in July the LEGO Brand Retails store calendars will be exclusively available as a digital document like this one for May – shown at the right also. Obviously this is following LEGO’s eco-friendly mission by cutting down on the paper required and the carbon footprint of shipping etc. so it’s not a surprise.
It will likely mean some other changes to the calendar. Recently the monthly Gift With Purchase hasn’t been highlighted but hopefully that will make a return, along with this month only being “single-sided” whereas they used to have 2 sides to highlight other events. Maybe there will be a different format.
There was also no indication in the email of how they would be distributed. Do you get an email every month? Do you have to visit the stores page on the LEGO website? Is it shared by secret password when you visit the store? We just don’t know yet.
This combined with rumored changes to the VIP program seem to be focused on pushing more traffic to their website, but only time will tell how fans take the updates.