Brief
LEGO sales surge as adult buyers drive 21% revenue jump
The Danish toy maker attributes a 21% revenue increase to adults buying sets that tap nostalgia and personal passions.
By Felo News Desk · Published
LEGO said its global revenue rose 21% between June and August, after a 12% gain for the year so far, and linked the surge to adults purchasing its building kits.
What happened
The company reported that more than 2,700 sets are listed on its website, with 225 placed in a dedicated “LEGO Gifts and Collectibles for Adults” section as of the latest count, up from 212 in early June. Adult‑only households accounted for 55% of U.S. toy sales in the first half of the year, according to retail‑research firm Circana, while overall toy sales to people aged 18 and older jumped 25% versus the same period in 2025.
What the reports add
Independent highlighted that the adult‑focused range includes reproductions of classic artworks such as Claude Monet’s "Bridge over a Pond of Water" and Vincent van Gogh’s "Sunflowers," as well as pop‑culture items like a Nintendo Game Boy, a Polaroid camera and a replica of the original PlayStation. The outlet also noted that Hollywood actors Anna Kendrick and Daniel Radcliffe, NBA rookie Victor Wembanyama and Chicago Bears quarterback Caleb Williams have been identified as adult LEGO enthusiasts.
What was said
Julia Goldin, LEGO’s Global Chief Product & Marketing Officer, told the Wall Street Journal that the company has been targeting adults for eight years, aiming at “people who maybe built a long time ago or had never built with bricks before – by giving them the things they would love to build now.” She added that LEGO markets to passions rather than age or gender, citing examples such as botanicals appealing to women and teen girls, while bonsai trees rank among the top ten products for men and teen boys.
How it came about
LEGO’s shift toward adult consumers follows a broader retail trend of grown‑ups buying toys as hobbies and creative outlets. The company’s strategy mirrors earlier Felo coverage of niche LEGO builds, such as the fan‑made Lotso‑to‑Slowpoke conversion (lego-lotso-to-slowpoke-build) and the promotion of specialty sets like the Speed Champions F1 pack (lego-speed-champions-f1-prime-deal).
Key facts
- LEGO's global revenue grew 21% from June to August 2026. (independent.co.uk)
- 225 sets were listed in the "LEGO Gifts and Collectibles for Adults" section as of late August. (independent.co.uk)
- Adult‑only households made up 55% of U.S. toy sales in the first half of 2026. (independent.co.uk)
- Toy sales to adults rose 25% in the first half of 2026 compared with the same period in 2025. (independent.co.uk)
- Julia Goldin said LEGO has been targeting adults for eight years, focusing on nostalgic and passion‑driven builds. (independent.co.uk)
Sources
- [1] independent.co.uk — originally reported as “Brick by brick: How LEGO is hooking adults on its sets”
