LEGO discusses the future of its sets for adults in 2022 and beyond

The LEGO Group’s Head of Product Gen Cruz has revealed where the company’s 18+ sets are heading in 2022 and beyond.

For the past 18 months, the LEGO Group has made a concentrated effort to bring more adult fans into the fold by retiring its ‘Creator Expert’ brand – a tag that’s apparently more alienating than it is inviting – and replacing it with a portfolio-wide 18+ label, which has also applied to sets across Star Wars, Marvel, Ideas and more.

And in doing so, it’s genuinely expanded the remit of what might be possible with LEGO bricks, delivering buildable flowers, footwear and more across 2021. Speaking to Brick Fanatics, LEGO for Adults Head of Product Gen Cruz says that was exactly the idea behind the change of direction.

LEGO 10282 Adidas Originals Superstar featured resized 3

“It’s really limitless creative possibilities – that’s what the brick stands for,” Gen says. “I think just focusing on what the audience needs and what they want – [so] the diversity of passion points that adults have – has allowed us to really expand our playground, and really experiment with what could be the next fun thing.

“It’s so exciting what the future holds, because it’s my job to think about, ‘Okay, what’s next?’ And yeah, there’s so much energy and inspiration for looking to the future in terms of the many different things that we can still offer for a lot of both kids and adults.”

More specifically, Gen says we can expect a continuation of the LEGO for Adults product lines we’ve become familiar with over the past 12 to 18 months, including the Botanical Collection, football stadiums, and even through particular sets like 21329 Fender Stratocaster and 71374 Nintendo Entertainment System.

All those sets fall under the ‘passion points’ the LEGO Group’s adult team is currently focusing on, and will carry on pursuing in 2022 and beyond.

LEGO for Adults Botanical Collection 10281 Bonsai Tree featured 2

“We’re still in line with the strategy that we [implemented] last year, so we’ll still very much be looking into newer passion areas, like art and deco, gaming, music and sports,” Gen explains. “Those will still be the areas of investigation, while of course delivering on what I would call the core [areas], where we have entertainment, IPs, vehicles, and the LEGO passion points; the models that are really meant for the fans.

“We’ll continue developing those while exploring a little bit more on those other passion areas that I’ve just mentioned. So there’s quite a lot to look forward to!”

Missing from that list, of course, is the mention of any brand new passion points, which suggests the LEGO Group may feel its current line-up is pretty comprehensive. And, to be fair, ‘art and deco’ could really encompass almost anything through a LEGO lens, so it doesn’t mean that we’re only going to get more of the same in 2022.

Still, if the LEGO Group does choose to stay the course, it makes predicting what we’re going to get a little easier. Click here to check out our best guesses for what the Creator Expert theme will bring us next year…

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Chris Wharfe

I like to think of myself as a journalist first, LEGO fan second, but we all know that’s not really the case. Journalism does run through my veins, though, like some kind of weird literary blood – the sort that will no doubt one day lead to a stress-induced heart malfunction. It’s like smoking, only worse. Thankfully, I get to write about LEGO until then. You can follow me on Twitter at @brfa_chris.

8 thoughts on “LEGO discusses the future of its sets for adults in 2022 and beyond

  • 01/01/2022 at 20:10
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    I am 64 years young and I still will sit in the floor with my grandson and build LEGOs. I have enjoyed LEGOs all my life.

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  • 01/01/2022 at 14:15
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    This is great news, and I think we’ll all look forward to new AFUL offerings, but honestly I ignore the “age” and buy whatever catches my attention! This Christmas has been Harry Potter and the new Iron Man sets, but I also got a few Disney Princess and 4+ Learn to Build sets as well.

    Unlike many, I didn’t really have a Lego dark age. I took them with me to college and bought more when I could, especially if they were on sale, much to the amusement of many dorm mates~

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  • 01/01/2022 at 13:37
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    Just a shame it’s all so expensive.

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  • 31/12/2021 at 22:23
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    I don’t understand how “creator expert” is more alienating than inviting but “18+” is not….

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    • 04/01/2022 at 20:34
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      The Internet Generation has deep nostalgia for the 18+ label…

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  • 31/12/2021 at 17:24
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    Why not allow Mindstorms to be used with regular Lego Bricks?

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  • 31/12/2021 at 02:03
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    How about a proper Sanctuary ll? There’s all these huge star wars lego builds but nothing of Marvel comes close. I would definitely invest in a Sanctuary lol model of similar size.

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  • 30/12/2021 at 23:46
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    I reckon bigger and better something it’s a little bit bigger than the world map haven’t done the world map yet but I’m just about to start the at-at And the Titanic so I think bigger and better than the world map

    Reply

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