The Adultification of Lego: A Shift in Consumer Culture The notion that toys are for children has long been a prevailing narrative in consumer culture.
But as the Danish company Lego experiences a 21% revenue increase, it's clear that this narrative is changing. Adult enthusiasts, once a niche group, now make up a significant portion of the company's customer base.
In the UK, adult fan groups have proliferated, with cafes serving as communal spaces for enthusiasts to gather, share ideas, and build together.