The new strategy aims to overcome these barriers and invite more grown-ups to experience building with LEGO. In her presentation, Genevieve told us about three main obstacles between the new customers and the hobby of building with LEGO. “I am a LEGO employee, but when I wasn’t working on the adult category yet, I was not even aware that we had more than 70 products that are catering towards adults in 2020 alone.”
Lego creator expert full#
And this is for the simple reason that they are not aware of the full range of products that we have that are good for adults,” - Genevieve says. “There is this perception that LEGO isn’t really for them, or the models are not things that they are interested in. Although 2 in 3 adult customers are new to LEGO, many barriers prevent others from joining the hobby. Including more adults is one of the primary goals within the new adult strategy. According to the most recent study, one in two adults questioned by the company sees themselves spending their spare time building LEGO sets. LEGO tells us that the company has been thoroughly studying their adult customers. With the current quarantine regime in many countries, many adults discovered a new hobby of building and collecting LEGO sets the percentage of adults who are new to this hobby has skyrocketed in 2020. Adult customers account for a considerable percentage of the company’s revenue, and the figure is rapidly growing every year. LEGO’s new adult strategy is all about welcoming more adults, who have long been a cornerstone of the brand’s strength and popularity. Genevieve told us about the barriers that the new approach is set to overcome and the changes to the products that we can already see in several lineups. The Brothers Brick participated in a discussion with Genevieve Capa Cruz, Audience Marketing Strategist Director within the LEGO Company’s Product Group Marketing team, to learn more about the new LEGO Adult Portfolio, focused on the 18+ audience. However, that doesn’t mean that LEGO sets for adults are going away.
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One of the adult-oriented product lines that LEGO has announced that it is retiring is the LEGO Creator Expert theme. In its pursuit of new consumers, LEGO has recently announced that it is making some considerable changes to its portfolio, including retiring particular themes that have historically been popular with adult builders and collectors. For many, the hobby of building with plastic bricks is one of the few ways to escape the stress of the modern world. Adults and even seniors all around the world build LEGO sets with their kids and grandkids, as well as themselves. It’s not a secret that LEGO is not just for kids.