LEGO Brickley (3300001)

About This Set

Brickley is the friendly sea serpent who has greeted shoppers as a giant model in LEGO Stores and LEGOLAND parks for years — something of an unofficial mascot for the LEGO Shop. The Brickley set (3300001), released in 2011, shrinks him to shelf size. Its 197 pieces build the green serpent in four connected sections, each mounted on a blue 4 x 8 baseplate, so the body can be posed arching in and out of the water. His jaw moves, and the build captures the mascot's cartoon look: big eyes, a yellow belly and red spikes along his back.

What makes the set unusual is how it was sold. It was never a general retail release: it was available only at five flagship LEGO Stores in the United States, and it was also produced for the grand reopening of the Chicago store at Water Tower Place. Reports put the production run at around 6,000 copies, which made it a limited piece of LEGO Store memorabilia from the moment it appeared. The set is a larger companion to the smaller Brickley the Sea Serpent (40019), and together the two models bookend the mascot's career as a buildable character rather than just a store decoration.

Its shelf life underlines the exclusivity: BrickEconomy records the set as retired in August 2011, only months after its April 2011 release — a run measured in one season at a handful of shops rather than years across a retail chain.

Key Features

• 197 pieces building the sea serpent Brickley
• Four connected sections, each on a blue 4 x 8 baseplate
• Segmented, posable body that arches in and out of the water
• Movable jaw on the serpent's head
• The LEGO Shop mascot in brick form — big eyes, yellow belly and red back spikes
• Sold only at five flagship LEGO Stores in the United States
• Larger version of the smaller Brickley the Sea Serpent set (40019)
• For builders aged 8+

Theme Background

LEGO's Promotional theme covers sets produced for events, openings and the LEGO Stores themselves rather than for general retail. Brickley belongs to the LEGO brand stores branch of that theme: a souvenir of the stores, sold inside them, depicting the serpent shoppers met as a life-sized model on the shop floor. Store-exclusive sets of this era were produced in small numbers and sold for short periods, and Brickley has become one of the best-known examples.

Frequently Asked Questions

Who is Brickley?

Brickley is a friendly sea serpent who appears as a life-sized model in many LEGO Stores and at LEGOLAND parks, and is regarded as an unofficial mascot of the LEGO Shop. This set builds him as a 197-piece model.

Where was LEGO 3300001 sold?

The set was sold exclusively at five flagship LEGO Stores in the United States, and it was also produced for the grand reopening of the Chicago store at Water Tower Place. It was never a general retail release.

How many copies of Brickley were made?

Production was limited, and reports commonly put the run at around 6,000 copies. LEGO has not published an official production figure.

What is the difference between LEGO 3300001 and 40019?

Set 40019, Brickley the Sea Serpent, is a smaller model of the same mascot. Set 3300001 is the larger version, at 197 pieces, built in four sections on blue baseplates.

How many pieces are in LEGO 3300001?

The set contains 197 pieces and was priced at $14.99 during its brief 2011 release.