Lego sets for adults are a big hit
One of the most successful areas in the activities of the LEGO Group in the outgoing 2021 was the increase in production constructors for adults. Sets marked “18+” aroused increased interest among older consumers. Now we can already say that the strategy of the Danish company to return to the “world of cubes” people who were fond of designing in childhood, and then stopped buying Lego products, fully justified itself.
The first construction sets under the new 18+ brand appeared on the shelves of toy stores in the summer of 2020. Since that time, Lego has gradually expanded its range of products – in type, size and price of sets. That is, the market was replenished with special prefabricated kits for adult fans of various modifications. This trend is clearly seen in such sets as 75313 LEGO Star Wars AT-AT with a 62 cm imperial army walker and 10294 LEGO Creator Expert Titanic with a 135 cm replica of the famous ocean liner.
However, constructors not so impressive in terms of dimensions turned out to be no less attractive in terms of content: 10280 LEGO Creator Expert Bouquet of Flowers and 10282 LEGO Creator Expert adidas Originals Superstar Trainers. According to Danish company design manager Sam Johnson, the concepts of some of the sets that are released for adults in 2021 are built on the basis of internal corporate traditions. For example, on birthdays, it is customary for the company to present unique gifts to birthday people. Thanks to this, for the first time in the history of the Lego company, the idea of creating a Bouquet of Flowers, as well as Adidas sneakers, appeared.
But, of course, when developing new projects, designers take into account the tastes of adult design fans. Therefore, they intend to further expand the series of sets “18+” in thematic diversity.