LEGO is thriving by turning nostalgia, pop culture collaborations, and adult fan engagement into a winning growth strategy. Boardroom breaks it down.
LEGO isn’t just child’s play anymore.
LEGO has cracked the code on cultural relevance by tapping into a powerful force: nostalgia. Once seen solely as a children’s toy, the Danish brand has evolved into a full-blown cultural icon through strategic brand collaborations and a sharp focus on adult fans. The result? A thriving collectibles market that shows no signs of slowing down.
Let’s take a look at how LEGO is tapping into its past to build a future that resonates with grown-up fans.
Nostalgia Meets Pop Culture
LEGO’s staying power with adults is rooted in emotional connection. By collaborating with franchises that have defined childhoods, such as Star Wars, Harry Potter, Marvel, and even Nintendo, LEGO taps into a collective memory. The recent LEGO Game Boy drop is a prime example. It’s not just a brick-built handheld console; it’s a love letter to ‘90s kids.
LEGO’s strategy isn’t just about licensing popular IP. It’s about reimagining them through a meticulous lens. Its premium sets, like the $700 Titanic model, the intricate Lord of the Rings Rivendell build, and the Star Wars Ultimate Collector’s Millennium Falcon, are tailored for adults who want more than just a quick build. These are complex, display-worthy creations that double as decor and conversation starters.
But no partnership better illustrates LEGO’s mastery of nostalgia-fueled collaboration than its 26-year run with Star Wars.
Launched in 1999, LEGO Star Wars was the company’s first-ever licensed IP, marking the first time LEGO developed products on an external intellectual property. What began with a few modest sets quickly evolved into an entire sub-brand, spanning massive collectible builds, keychains, apparel, video games, and even its own voice and tone within LEGO’s broader ecosystem. The collaboration not only helped pull LEGO out of financial trouble in the early 2000s but also established a playbook the company would replicate across other iconic franchises.
LEGO Star Wars remains a popular franchise decades after its initial release. With sets at various price points and complexity levels, the partnership appeals to kids, parents, and serious collectors alike.
By turning cultural touchstones into tactile experiences, LEGO strengthens its position at the intersection of play and passion. Collaborations no longer feel like gimmicks; they feel like collectibles.
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The Rise of the “Kidult” Collector
Data and demand back LEGO’s pivot toward adults. According to BlockApps, adult-oriented sets now make up around 15% of LEGO’s U.S. product catalog. In 2023, while the overall toy market declined by 7%, LEGO’s revenue grew by 2%. That boost came mainly from the “kidult” category, which includes buyers aged 12 and up, expanding its share of toy sales from 23.4% in 2019 to 28% by 2022.
Nostalgia is a key driver. Many adult collectors report rediscovering LEGO in their 30s or 40s, using it as a creative outlet or mindful escape. Others view LEGO sets as modern-day heirlooms, items that can be built, displayed, and eventually passed down.
Beyond nostalgia, scarcity plays a considerable role. Limited-edition sets, retired models, and fan-submitted creations (via the LEGO Ideas program) create a sense of urgency. Secondary markets have experienced significant growth, with some sets appreciating at a rate faster than gold or art. Meanwhile, LEGO’s near-flawless quality control, with only 18 defects per million bricks, ensures durability, resale value, and long-term satisfaction.
Innovation also fuels demand. LEGO has introduced more than 3,700 unique elements and over 60 active colors. Digital integration, like its LEGO Fortnite crossover and AR features, is extending the brand’s reach beyond physical bricks.
More Than Just a Toy
LEGO’s cultural rise isn’t just about what it sells; it’s about how it makes people feel. Whether it’s a Game Boy set that transports you back to childhood or a Star Wars ship that reminds you of watching The Empire Strikes Back with family, LEGO sets offer more than play. They offer connection.
That emotional connection is helping LEGO weather challenges, too, from resellers inflating prices to concerns about market oversaturation. While some fear the brand’s expansion into the adult space might dilute its kid-first identity, LEGO is proving that creativity doesn’t age out.
At a time when screen fatigue is real and mindful hobbies are on the rise, LEGO offers something rare: a hands-on, joy-filled experience that bridges generations. And as long as nostalgia continues to drive culture, from TV revivals to retro fashion, LEGO’s place in the hearts (and homes) of adults seems solidly built.
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