Adult fans are now responsible for a greater share of the LEGO Group’s sales than ever before, representing a four-fold increase over the past decade. The company has subsequently spent the past six months trying to capitalise on that fact with its new range of 18+ sets, from 10273 Haunted House through 10278 Police Station.
While the uniform black boxes help to communicate which sets are intended for adults on store shelves, doing so via LEGO.com has been a little trickier. The ‘exclusives’ tab is a good start, but plenty of 18+ sets – including the Star Wars helmets, for example – are available at other retailers, too.
Fortunately, the LEGO Group has now solved that issue with its new ‘Adults Welcome’ category, which you’ll find under the ‘Interests’ menu at the official online store. There are currently 73 products grouped in that section, including 10276 Colosseum, 75978 Diagon Alley, and 71374 Nintendo Entertainment System.
While that shortlist suggests the heading should perhaps more accurately read ‘Adults (with deep pockets) Welcome’, there are a few cheaper sets among the assortment, too. The Architecture skylines, including 21044 Paris and 21034 London, and the Botanical Collection sets, including 10280 Flower Bouquet and 10281 Bonsai Tree, are all available for less than £50.
The Adults Welcome section also features a splash page with articles geared towards selling the concept of LEGO to adults, touching on things like mindfulness and Scandinavian design trends. They’re clearly meant to hammer home that LEGO definitely isn’t just a toy, but they’re also pretty interesting, so make sure to check them out while you’re there.
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- 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.
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