Adults are the biggest source of growth in toy industry according to NPD Group

A study by the NPD Group has found that adults are a big source of growth in the toy industry, and the LEGO Group’s efforts correspond with this. 

As reported by CNBC, data from the NPD Group has found that adults, categorised in the study as those aged 12 and older, are responsible for one-fourth of sales in the toy industry.  

The report refers to the industry as a whole but this seems likely to include the LEGO Group. Previously, it was confirmed that ‘a large number’ of the LEGO Group’s sales now go to adults and this new data may suggest that this has only continued since 2021. 

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There’s no official confirmation on exactly how much of the LEGO Group’s audience falls under the adult category, but the release of over 130 LEGO for Adults models suggests that it’s not insignificant. 

The LEGO Lates events for adults also sold out and we may have discovered that an upcoming LEGO Star Wars set is designed for adults as much as it is for a younger audience. 

With a range titled LEGO for Adults, it’s clear that older fans are a part of the LEGO Group’s focus and in 2023, 10312 Jazz Club, 10313 Wildflower Bouquet and 40646 Daffodils are appealing to this growing audience. You can find out more in our full report of upcoming 2023 models. 

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