LEGO ‘ADULTS WELCOME’

In the past four years, LEGO’s adult audience has surged from virtually no dedicated products to over 140 18+ sets, helping adults grow to around 18% of the global market and driving double-digit revenue gains even as the wider toy industry declines.

How we grew the LEGO business with the adult audience.

With a line-up of seriously cool sets designed for grown-ups, our mission was simple: prove that LEGO isn’t just for kids. The global campaign brought the brand squarely into the adult world—tapping into the stresses of everyday “adulting” and giving secret builders permission to come out and play. It also opened the door for curious newcomers to discover a creative, mindful way to spend their downtime.

This campaign was named AdAge top 5 best campaigns of the year.

Role: Creative lead.