Lego, once synonymous with children’s play, has successfully expanded its reach into the adult market, carving out a significant niche in the $10 billion toy industry.
This shift began when young fans carried their childhood fascination into adulthood, continuing to purchase intricate Lego sets. In 2020, Lego capitalized on this trend by launching an adult-focused line featuring more complex and expensive builds, such as the $700 Titanic model and the $500 Lord of the Rings town set.
“We realized there was a larger untapped opportunity with adults,” said Julia Goldin, Lego’s chief product and marketing officer, speaking to The Wall Street Journal earlier this year. Lego’s adult collection, branded with “18+” labeling, has grown steadily, now encompassing 142 sets, accounting for roughly 15% of the company’s total U.S. offerings. While the exact number of adult consumers remains unclear, Lego’s focus on this market has been crucial to its growth, especially as inflation and higher interest rates threaten consumer spending.
The adult collector segment, known as “kidults,” has been driving growth in the broader toy sector. According to data from Circana, kidults’ share of the global toy market rose from 23.4% to 28% between 2019 and 2022. The segment now generates €4.6 billion ($4.9 billion) in sales across major European markets, including the U.K., France, and Germany.
Frédérique Tutt, global toys industry analyst at Circana, highlighted the continued expansion of the kidult market, noting, “There are still many growth opportunities for brands and retailers to capture.”
For Lego, this shift has been particularly profitable. Despite the broader toy industry experiencing a 7% contraction in 2023, Lego posted a 2% revenue increase, reaching $9.7 billion. While this was the company’s slowest growth in seven years, it underscores Lego’s ability to outperform competitors in challenging economic conditions.
Despite the growing prominence of adult collectors, Lego maintains that children remain at the heart of its business. “Our focus will always be on kids and learning through play,” a Lego spokesperson told Fortune. “Adults are important because they introduce Lego to the next generation, often building together.”
With a strong adult fan base, Lego is well-positioned to weather economic uncertainty in 2024 and beyond, especially as the adult collector market continues to thrive.
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