LEGO celebrates 100th birthday with updated age rating

The LEGO Group's most iconic age rating has been expanded to celebrate Sir David Attenborough's 100th birthday, as a one-time gesture.

Brands and people worldwide recently celebrated Sir David Attenborough's 100th birthday, including the LEGO Group, with a quick post that has gone viral. The aforementioned post was shared on Instagram and Facebook, receiving 233,000 and 42,000 likes, respectively.

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It depicts the box of 10698 LEGO Large Creative Brick Box, which has become a meme online for its age rating of between four and 99 years old. Some have jokingly interpreted this to mean you can't enjoy LEGO once you turn 100, like David Attenborough turned yesterday.

As a special gesture, this rating was briefly expanded to be between four and 100 years old for the birthday, though you won't see this change reflected on the official online store.

That's to be expected of what was ultimately a promotional stunt, and it's like the LEGO Group would act if anyone 100 or older were to play with 10698 LEGO Large Creative Brick Box anyway.

The post has since been shared by multiple outlets across social media platforms, going even more viral than the LEGO Group likely intended, and finally responding to the age rating meme.

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