• Specifically targeted to children ages 5 and up, not to adults or hobbyists
• Lego kits come with instructions for building just a few models. Brick Books supplement the fun with hundreds of new ideas
• Easy-to-follow, step-by-step instructions take the guess work out of building
• Brick Books feature the most common parts found in Lego sets, so that kids who already have lots of Lego parts at home can still use the books
• Gender neutral (much of the competition seems targeted to boys)\
• "Dioramas" evoke the child's imagination by creating an imaginary scene in which their Lego models can exist/interact
• Kids can make many different models from one kit-they don't need to take apart what they created before going onto the next model in the diorama