Are Legos a part of your wellness routine?

The toy-making giant is making a new pitch to adults, emphasizing Legos as the key to unlocking calm.


January 16, 2020

Kids love Legos. But conventional wisdom says that at some point, every adolescent has to trade in the toys and take their first steps on the soul-crushing path to adulthood.

That means more commutes, more office drones, and more meetings. But definitely no more Legos. At least, that’s what it used to mean. 

If you’re still a kid at heart, breathe easy. Because the Lego Group — the world’s largest toy maker — has some brightly colored blocks to sell you.

How Lego’s going after adults

These are tough times in the toy industry. Competition is tight, and digital distractions are competing for kids’ time and attention. 

Lego rebounded by expanding its digital footprint and selling in different places. Think discount chains and Amazon, rather than just Toys “R” Us.

More significantly, as The Washington Post noted: The company’s pitch has changed. We’re not just for “Star Wars” obsessives anymore. Legos are part of a healthy wellness routine.

Wait, what? Legos as the new mindfulness app?

The company’s strategy makes sense. It exploits two big trends:

  1. Growing consumer demand for new ways to relieve stress and anxiety
  2. Our bottomless appetite for nostalgia — this time among Gen Xers

As the Post pointed out, adults have deeper pockets, too. The set for the Harry Potter Hogwarts Castle runs a cool $400.

Lego is about to bring the nostalgia train straight to your living room: “Lego Masters,” a new network TV series hosted by the actor Will Arnett, debuts in February.

It’s based on a British hit series of the same name, and it’ll pit teams of toy-brick layers against each other. 

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