Lego is targeting stressed out adults with its newest toy.

Lego is targeting stressed out adults with its newest toy. Forma kits will come with the pieces required to assemble the framework of a fish, along with sheets of paper that consumers can color and attach to the structure as “skins.” A third of young consumers told Ypulse they’ve used coloring books to relieve anxiety, and Lego is hoping that the coloring aspect will draw in these anxious consumers, acting as an entry point to get them interested in the more technical Lego-building aspect. (Fast Company)