New adverts seen on Instagram see the LEGO Group targeting the mindfulness market, suggesting that women use LEGO bricks as a way to relax.
The Telegraph reports that LEGO bricks are being marketed towards women looking for ways to unwind. A new Instagram advert shows a women doing yoga for relaxation, but finds it too challenging. As an alternative, the coffee shop worker in the advert spends some downtime building with LEGO bricks.
“Need an escape? Building with LEGO bricks reduces stress and improves your wellbeing. It’s zen, in the shape of a brick,” says the promotional material.
It follows the launch of LEGO FORMA, which focused on adults engaging with the brick. “The young adults we speak to tell us they still feel the urge to be creative and enjoy the physical experience of making stuff – but life seems to get in the way. We want to help them rediscover the joy of building,” said Kari Vinther, LEGO Senior Marketing Manager and Head of Creative Play Lab Pilots.
After decades of focusing on children as consumers, it seems that the LEGO Group is looking to expand its reach with the young at heart. NPD research has found that out of every £9 of toy spending, £1 is spent by adults buying for themselves. This is mainly driven by millennials, with half of that spend coming from 18 to 34-year-olds.
With the way the LEGO Group has approached gender in the past having caused controversy, the advert can be perceived in different ways. It may be considered a great way to reach an underserved female adult audience, or seen as patronising to suggest that women would approach LEGO bricks in a different way to men.