Merchant Avatar Jay

Merchant Avatar Jay was released in 2020 as part of the LEGO Ninjago Prime Empire subtheme. The set was designed to represent the digital persona of the character Jay Walker within the video game world of the Ninjago series, reflecting the narrative arc where the characters enter a virtual reality environment. The design features a stylized, blocky aesthetic that differentiates the avatar from the standard minifigure look used in other parts of the Ninjago line.

This small promotional set was distributed to bolster the tie-in between the animated television show and the physical building sets. It was generally well-received by fans for its inclusion of a unique character iteration and its accessible price point as a polybag entry. The design team focused on bright colors and specific printing details to capture the glitchy, high-energy theme of the Prime Empire season, providing a specific slice of the show's digital world for builders to incorporate into their collections.