Will the LEGO Group join the NFT craze?

On Wednesday, the official LEGO Twitter account posted a message about non-fungible tokens (NFTs) (which was then quickly deleted) and attached a short video. The tweet read "0 and 1, but still a building block" and added the NFT hashtag, which may suggest that LEGO is considering entering the crypto space again.

The 14-second video shows a 3D Lego brick spinning in the air while glitches appear around the brick, which is not directly related to NFTs. YouTube user Ashnflash, who posts Lego-themed content, speculated that the tweet could be a trailer for "digital Lego currency."

While the tweet has since been deleted, the initial reaction of many LEGO fans to the company’s announcement made it seem unlikely that they would enter the NFT space. Some cited concerns about environmental issues, claiming that the company’s entry into the NFT space is “bad for the planet” given the toymaker’s stated mission to “achieve balance through renewable energy.”

If the LEGO Group had some plans involving NFTs (based on a since-deleted tweet), I would probably drop the entire brand because it would totally undermine the whole green plan for 2021. The idea of ​​digital ownership is great, but NFTs are not the solution.
— Liam (@LiamLimeGames) March 25, 2021

As NFTs boom, the technology has also come under fire for its environmental impact, as it requires computing power. However, these concerns may diminish as the industry develops alternatives that only use a fraction of the necessary electricity to mint NFTs, such as Eth2.

Although Lego may not release any NFTs immediately, crypto users can find similar plastic brick artworks in online NFT markets. For example, there are toy bricks of the character Heisenberg from Breaking Bad on OpenSea’s digital market.