For decades, LEGO has been seen as a toy primarily for children. However, in recent years, the company has made a concerted effort to market their products to adult fans as well. This tactic has proven extremely successful, with sales to adult consumers increasing significantly. But how exactly does LEGO appeal to grown-ups?
Nostalgia Marketing
One of the key ways LEGO targets adults is through nostalgia. Many adults played with LEGOs as children and have fond memories of the toy. LEGO taps into this nostalgia in their marketing campaigns. For example, they have released new versions of classic LEGO sets that adults may remember from their childhood. Seeing these familiar sets triggers positive memories and makes adults more inclined to purchase LEGO products.
Pop Culture Licensing
Another nostalgia-based approach is LEGO’s licensing deals with popular franchises like Star Wars, Harry Potter, and Marvel. By making LEGO sets based on franchises that adult consumers are fans of, they are targeting that audience. An adult Star Wars fan is much more likely to buy a LEGO Millennium Falcon set than a child would be. These licensing deals allow LEGO to capitalize on pop culture fandoms that resonate more strongly with adults.
Adult-Oriented Themes and Products
In addition to nostalgia, LEGO also targets adults through products designed specifically with grown-ups in mind. For example, they have several LEGO Architecture sets that allow you to build models of famous buildings and monuments. These more sophisticated sets appeal to an older audience. Similarly, LEGO Ideas sets that are submitted and voted on by the LEGO community often cater more towards adult builders. There are even LEGO sets branded for adults, like the Botanical Collection or LEGO Forma line.
LEGO User Research
To better understand their adult fans, LEGO conducts user research. In one survey of adult LEGO consumers, they identified four broad user types:
The Nostalgic Adult
As described above, these are adults who play with LEGO to relive fond childhood memories. Building LEGO sets makes them feel nostalgic and reminds them of simpler times.
The Creative Hobbyist
This user enjoys the creative outlet and relaxation that building LEGO sets provides. They like following kits instructions or designing custom models. LEGO building is a calming hobby.
The Collectible Hunter
These users collect LEGO sets, especially rare or exclusive ones. The collecting and completing aspects are most important to them. They display their LEGO collections as status symbols.
The Brick Artist
This user sees LEGO as an artistic medium. They use pieces to build custom sculptures, models, or mosaics to showcase their creativity, problem-solving, and design skills.
LEGO’s Adult Focused Marketing
Using their user research, LEGO tailors specific marketing appeals to each adult user type.
Nostalgic Marketing
TV commercials show adults building or playing with LEGO sets from their childhood. Slogans like “Rediscover your bricks” tap into nostalgic memories. LEGO Magazine features user stories about adults reconnecting with LEGOs from their past.
Promoting Creativity and Relaxation
For creative hobbyists, LEGO promotes the stress-relieving, creativity-boosting aspects of LEGO building. Sets are branded as self-care and mindfulness tools. Ideas like building a LEGO bonsai tree or model ship appeal to older crafters.
Collectible Marketing
Rare and exclusive LEGO sets are advertised as must-have collectibles for dedicated LEGO fans. These sets are made in limited quantities and sold via lotteries. LEGO also partners with companies like Target and Walmart on “exclusive” sets to appeal to collectors.
Supporting Brick Artists
LEGO celebrates and features brick artists on their social media channels. Contests like LEGO Masters showcase amazing custom LEGO creations. This demonstrates how LEGOs aren’t just toys but an artistic medium.
Adult-Oriented LEGO Stores
LEGO stores themselves cater more and more to adult fans. Features include:
- Sections for complex LEGO sets with age 18+ branding
- “Fan zones” to display custom builds by adult collectors
- Building events just for adults like LEGO trivia nights or BYOB build sessions
Even the store designs feature industrial, sleek decor that appeals more to grown-ups than kids. The stores host their own model-building classes and events as well.
E-Commerce Optimization for Adults
LEGO’s website also targets adult consumers through its e-commerce experience. Tactics include:
- Categorizing sets by “Adult Fans of LEGO” themes like architecture, bonsai trees, antique vehicles, etc.
- 18+ age warnings on complex sets not suitable for children
- Product reviews showcasing feedback from older LEGO fans
- Online LEGO buying guides reviewing the best sets for adults
This streamlines the online shopping experience for adult builders. The website also highlights LEGO’s adult fan community, featuring photos of their impressive builds.
Partnerships and Advertising
Finally, LEGO partners with brands and advertises in places aimed at adult consumers. Examples include:
- Advertising 18+ LEGO sets on hobbyist websites like Popular Mechanics
- Sponsoring events like Comic Con that attract older fans
- Partnering with companies like Adidas on “lifestyle” shoe collabs
- Featuring LEGO in TV shows oriented towards adults like The Big Bang Theory
These B2B partnerships and strategic advertisements portray LEGO as a hip, trendy brand for grown-ups, not just kids.
The Success of Targeting Adults
LEGO’s push towards adult consumers has been extremely profitable. Here are some key metrics demonstrating this success:
| Adult LEGO Sales Growth | 25% per year (approx.) |
| Adult LEGO Customers | 5 million+ |
| % Revenue from Adults | 40% |
This adult fan base has become crucial to LEGO’s business model. Appealing to nostalgia, creativity, and fandom has opened up an entirely new demographic. Other toy brands have taken note, following LEGO’s lead in marketing to grown-up fans.
Conclusion
LEGO has clearly tapped into a market beyond just children by strategically targeting adult consumers. From nostalgia marketing to robust e-commerce tools, they demonstrate best practices for selling to grown-ups. The numbers prove this segment is vital to their continued dominance in the toy industry. Moving forward, expect LEGO to further innovate their appeal to adults given the immense success so far. Their story provides an inspirational case study for any brand seeking to spark joy in the inner adult child.