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Lego is now targeting stressed out grownups.

Jan 21 2020

Lego is now targeting stressed out grownups. Adults have now become a coveted market for the company as competition in the kids’ toy market continues to grow, and Millennials look for ways to escape their anxiety. According to one Lego strategist, “Adults with high-pressured jobs are telling us they’re using Lego to disconnect from the mania of the day.” The brand has even spent the last five years revamping their instruction manuals to introduce more challenging models, as adults with their own income are more likely to drop $800 on a 7,451-piece Star Wars Millennium Falcon set or $400 for the Harry Potter Hogwarts Castle. (The Washington Post)