LEGO ‘ADULTS WELCOME’

How we grew the LEGO business with the adult audience.

In year one, we proved that LEGO building helps adults find their flow. In year two, we wanted to go deeper. Research shows that LEGO play is a rich, multi-sensory experience, engaging sight, sound, and touch. We knew that by working with sound we could amplify the other senses as well. The result? The ultimate building companion soundtrack—a completely new genre of brick-built music. We called it R&B: Rhythm & Bricks and collaborated with electronic trio WhoMadeWho and the master of mellow, Tom Misch.

The campaign comprised a 20 track album launched on Sportify and Apple music as well as a music video and collab with internet sensation, the ultimate lofi study buddy, Lofi Girl. Have a listen and enjoy. 🎧

RESULTS:

In the past four years, LEGO’s adult audience has become a cornerstone of growth, driven by creative platforms like “Adults Welcome” and “Find Your Flow” that reframed the brand for grown-ups. Since the launch of the 18+ line, adult-focused sets have grown to represent 15% of LEGO’s portfolio, with adults now making up 18% of U.S. toy sales and nearly 28% of global toy sales. This repositioning helped LEGO deliver a 13% annual revenue increase in 2024 and grow 10 percentage points faster than the wider toy market, proving the power of bold creative campaigns to redefine who LEGO is for.

Role: Creative lead.