‘It’s therapy by stealth’: the adult fans helping Lego build its billions in sales
A growing number of people are rediscovering their love of plastic bricks in later life and boosting the Danish company’s bottom line
TL;DR
- Adults are increasingly returning to Lego, boosting sales and revenue for the Danish company.
- Collaborations with popular franchises like Stranger Things and mini figures of football players are attracting adult fans.
- Lego has expanded its product line to include sets tailored for adults, often with high price points.
- Adult fans find community, creative expression, and therapeutic benefits in building with Lego.
- The hobby is viewed by some as an art form, with "my own creation" (MOCs) showcasing original builds.
- The adult Lego fanbase is seen as a key factor in the company's continued success.