Specifically targeted to children ages 5 and up, not to adults or hobbyists.
LEGO kits come with instructions for building just a few models. The Build It! series supplements the fun with hundreds of new ideas.
Easy-to-follow, step-by-step instructions take the guess work out of building.
The Build It! series 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 kitthey don't need to take apart what they created before going onto the next model in the diorama.