In a strategic pivot that blurs the lines between childhood fascination and adult sophistication, Lego has unveiled its latest foray into the “kidult” market with the introduction of new F1 and ‘Dune’ themed sets. This innovative move aims to cater to the burgeoning demographic of adults who find joy and relaxation in assembling the iconic, colorful bricks. The Danish toymaker’s embrace of the “kidult” trend underscores a broader ambition to expand its audience base, while simultaneously drawing more children into the creative world of Lego.
The Rise of the “Kidult” Economy
Recent market research by Circana highlights a significant upswing in the “kidult” sector within the toy industry. In the United States alone, adults over 18 accounted for 16% of toy sales in the year leading up to September 2023, translating to a robust $6.7 billion in revenue. This marks a noticeable increase from $6 billion in the preceding year, signalling a shift in consumer behavior and interests.
Lego, recognizing and spearheading this trend, has positioned itself at the forefront of this evolution. Julia Goldin, Lego’s Chief Product and Marketing Officer, emphasizes that the company is not merely observing this shift but actively driving it. Contrary to assumptions that the pandemic sparked this trend, Lego had already been gearing its product development towards adults, underpinning its strategy with a forward-looking vision and a deep understanding of potential “passion points.”
Cultivating Passion with Precision
The introduction of adult-targeted products, such as the sophisticated “Botanical Collection,” exemplifies Lego’s commitment to engaging older demographics. The collection, featuring intricately designed floral arrangements, has not only attracted long-time enthusiasts but also captivated first-time adult buyers. These sets, often purchased as unique gifts or as centerpieces for social gatherings, embody the fusion of creativity and culture that Lego aims to achieve.
Industry-Wide Challenges and the “Kidult” Response
The broader toy industry faces significant challenges, with major manufacturers like Hasbro and Mattel adjusting their sales forecasts due to consumer budget constraints exacerbated by inflation. Amidst this uncertain landscape, the “kidult” market emerges as a beacon of opportunity. Adults nostalgic for the toys and games of their youth are proving to be a lucrative demographic, willing to invest in high-quality, nostalgic products.
A survey commissioned by MGA Entertainment found that a significant majority of Millennials and Gen Zers in the U.S. are interested in purchasing replicas of their favorite childhood toys, and similar trends are observed in Europe. This shift towards “kidult” consumers is prompting toy companies to innovate, creating products that appeal to adult nostalgia and sophistication. From Lego’s detailed sets to board games and collectibles, the industry is adapting to cater to this growing audience.
Expanding Horizons Through Strategic Partnerships
Lego’s strategic collaborations have played a pivotal role in broadening its appeal across age groups. The recent announcement of the new Formula 1 range, including meticulously detailed models of iconic racing cars, underscores Lego’s dedication to capturing the essence of cultural and sporting milestones. Moreover, the company’s foray into cinematic storytelling, with projects like the Pharrell Williams biopic “Piece by Piece,” showcases its innovative use of Lego animation to tap into diverse fandoms and storytelling traditions.
A Generational Bridge
The strategy to engage adults goes beyond expanding Lego’s market reach; it is about kindling a multi-generational dialogue around play. Goldin highlights the intrinsic value of shared play experiences in strengthening family bonds and enhancing well-being, as evidenced by Lego’s extensive global research. By appealing to adults, Lego not only enriches the play experiences of children but also fosters an environment where creativity and imagination can flourish across ages.
Looking Ahead
As Lego continues to explore and expand its “kidult” offerings, the company remains steadfast in its mission to inspire and develop the builders of tomorrow. By seamlessly integrating culture, innovation, and nostalgia, Lego sets the stage for a future where play knows no age limits, and the joy of building bridges across generations becomes a universal language. Amidst broader industry challenges, the “kidult” market presents a vital opportunity for toy manufacturers to sustain and grow their businesses, reshaping the landscape of play for consumers of all ages.
