Lego, a worldwide company known for making plastic, constructable kids’ toys may be shifting their focus to products for adults. Their new focus is evident in the sets they have been releasing in the past few years. While an indirect shift, this is noticeable through the prices of these newer sets and the marketing that the company has used as of late.

Many themes within Lego including Architecture, Art, The Botanical Collection, Icons and the U.C.S. (Ultimate Collector Series) subtheme of their Star Wars theme, are now almost entirely composed of sets in the 18+ age range recommendation. Of these themes, Art, The Botanical Collection, and Icons are all relatively new, having been released in 2020, 2021 and 2022 respectively. Although these themes aren’t quite Lego’s biggest themes (aside from Icons), they still contributed to a sky-rocketing of sales in 2021 and 2022. These themes are part of older age ranges due to many small pieces, detailed designs and older franchises which appeal more to adults. Adults may feel nostalgic about these themes and want to relive part of their childhood through building sets that relate to them much more than people of younger generations might.

Lego’s new adult focus can also be seen through the prices of the sets. Many of the sets in the themes listed above have prices over $100, which would be a significant amount of money for children to pay, considering most teens do not have jobs. Although these sets could be bought for children by their parents or family, I see it more likely that many of these sets being purchased are being bought by adult collectors with preexisting interest in the themes, and who have consistent careers, and therefore the money to afford them.

On top of prices, a handful of recent sets are from franchises released when current-day adults were children or young adults. These franchise-themed sets include Pirates of the Caribbean, Star Trek, The Simpsons, Lord of the Rings and others. Coming out with these sets is a strategic marketing move on Lego’s part because of how many adults enjoyed these franchises as kids. Many current-day adults who played with Legos as children might feel compelled to buy products from a company that they are familiar with; as well as hoping to experience a nostalgic feeling with the older movies or stories they once loved. Along with this, instead of building the smaller sets they did as kids, they can opt for larger, more detailed sets that challenge them and reference formative media from their generation.

Lego also recently came out with their “Adults Welcome” campaign slogan (devised by Genevieve Capa Cruz) in 2020. The reaction to this slogan was overall positive, creating a new feeling within the company signifying that it’s no longer only for kids. The positive effects of this change can be seen through the fact that Lego achieved record-breaking sales in 2021 and 2022. This new slogan further solidifies their status in hoping to be a company that is appealing to all age groups and makes all feel welcome; even adults. As more adults start to adapt to buying Legos, and see other adults do it, it may begin to become a more widely accepted and even encouraged thing to do among that age group as it becomes more widespread. Lego’s campaign as a whole has proven successful in the past, and will possibly continue to do so in the future as a brand for not only kids, but adults too.