‘It’s therapy by stealth’: the adult fans helping Lego build its billions in sales
A growing number of people are rediscovering their love of plastic bricks in later life and boosting the Danish company’s bottom line In a cosy cafe in Kingston upon Thames on the outskirts of London, nine people gather in the early evening to drink and talk. To the casual observer it may look like a book club, but when the friends reach into their bags it’s not paperbacks they produce – but…
A growing number of adults are rediscovering their love for Lego, boosting the Danish company's revenues by 21% in the first half of 2026. In a quiet cafe in Kingston upon Thames, London, a group of adult enthusiasts gather to build and discuss their latest creations. Geoff Lay, the organizer, used to work in software development and rediscovered Lego 10 years ago after receiving a set recreating London's Tower Bridge. He now runs Noble Brick, a Lego-focused events organization.
The allure of Lego sets may bring memories of childhood fun, but the growing trend of adult Lego fans is driving increased sales. Lego has expanded its product range to include brand tie-ins, video games, television shows, and adult-targeted sets, often costing hundreds of pounds.
Lauren Marshall, 40, was not exposed to Lego as a child but fell in love with it later in life after her partner's enthusiasm. She finds the act of building to be similar to solving a puzzle. Loretta Piare, 28, stopped playing with Lego in her teens but has recently returned to the hobby due to the cost-effective and environmentally friendly option of borrowing bricks from adult groups.
Tim Stone, 35, renewed his love for Lego after quitting smoking during COVID-19 and purchasing a racing car set. He now participates in collaborative building with over 20 other Lego enthusiasts through the London Afol (Adult Fans of Lego) group.
Lego fan groups across the UK cater to the ever-growing adult fanbase. Jordan Wiltshire, 32, is part of GertLUG, a Lego user group in Bristol. He became an advocate for Lego after receiving a Star Wars Tie Fighter set for Christmas at 26 and joined the group to make new friends. Wiltshire emphasizes the sense of accomplishment and creativity that comes with building Lego sets, calling it a way to express himself.
Playing with Lego has been linked to improved mental health, with Nick Bright, a 51-year-old member of Brighton Bricks, stating that it's "therapy by stealth." Bright rediscovered Lego through the Haunted House Monster Fighters set and now shares his passion with his children and mother. He acknowledges that the more expensive sets and fear of missing out can be downsides, but ultimately, he believes Lego is an art form and a way to express creativity.
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