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Big kid fans mean big kid prices.
“We don’t buy every new set that comes out,” said Johnny Edmondson, a 38-year-old collector. wall street journal. “You must eat.”
Lego’s investment in adult sets is steadily paying off. The company’s revenue has doubled in the past decade, reaching nearly $10 billion in 2023, the magazine reported.
“We decided to focus on adults because we realized there was a much bigger opportunity than we were taking advantage of,” said Julia Goldin, head of product and marketing at LEGO. told WSJ.
For adults, displaying the finished product is also one of the attractions.
“I’m not so geeky now,” Sian Twinham, another adult Lego builder, told the Journal. “If you put a set on the coffee table, no one will notice.”
Whether it’s nostalgia or strategic marketing, toy companies reap huge benefits when they rebrand children’s products to appeal to adults.
Take last year’s blockbuster Barbie Summer as an example. Greta Gerwig’s hit movie Barbie grossed more than $1 billion worldwide. most profitable The movie also led to a sales boom for toymaker Mattel’s Barbie dolls, company executives said.
Another classic toy maker, Hasbro, has adopted a similar strategy, rebranding classic games like Scrabble and Trivial Pursuit to appeal to both older and younger generations. Associated Press reported.