Over 1,000 adult LEGO fans gathered in Denmark near the toy giant’s birthplace
LEGO reported a net profit of around €1.15 billion in the first half of this year, up 32% on the same period last year, as toymakers increasingly cater to adults buying toys for themselves.
More than 1,000 adult LEGO enthusiasts from 36 countries converged in Skærbæk, a quaint Danish town near the toy company's birthplace of Billund, to partake in the annual Fan Weekend. This fan-driven event beckons individuals who indulge in LEGO construction or those who collect sets, providing a sanctuary for adult fans of the iconic toy.
Stephan Sander, co-organizer of the festival, emphasized the inclusivity of the gathering, stating, "It's a place where AFOLs come together, regardless of their origins, language, or beliefs. They share one common thread – their passion for the brick."
While adults have historically engaged in LEGO play, the pandemic lockdowns have reignited adult spending on toys, according to industry experts. Renowned French retiree Didier Bruel, 66, recounted his reluctance to openly admit his hobby to colleagues, fearing judgment. However, he credits The LEGO Movie and the TV show LEGO Masters for altering societal attitudes towards the pastime.
The surge in adult spending is not confined to LEGO alone, with plush toys, Hot Wheels cars, Barbie dolls, and other collectibles also experiencing a rise. This demographic, often termed "kidults," represents adults who purchase toys for their own pleasure.
Approximately 40% of European consumers admitted to buying toys for themselves or another adult in 2025, as reported by market research firm Circana. In response to this trend, toymakers like LEGO have introduced adult-centric products, including elaborate sets priced in hundreds of euros, far exceeding the average child's allowance.
Frédérique Tutt, a global toy industry advisor at Circana, observed that adults and teenagers are increasingly proud to declare their toy collecting and purchasing habits. She cited LEGO's Formula 1 products and Spice Girls set as examples of the company's efforts to cater to diverse interests. "LEGO is targeting every single passion point you might have," Tutt affirmed, emphasizing that the trend is not fleeting but a long-term development in the toy industry.
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