The LEGO Group to release new product types for adults

During LEGO Fan Media Days, the LEGO Group revealed that sets will be released in three new categories to appeal to adults.

Three new product categories will be explored as part of the LEGO Group’s plan to increase the number of adults buying the company’s products. While the company will continue to release sets based on entertainment properties such as Star Wars, vehicles like the recently released 42115 Lamborghini Sián FKP 37 and sets that would have previously been part of the Creator Expert theme, research has shown that there are three new spaces that adults are interested in.

During a presentation that formed part of LEGO Fan Media Days 2020, LEGO Brand Strategist Genevieve Capa Cruz explained that these new categories will allow the company to develop “a portfolio that is based on adults’ interests”. These new sets will be based on three passion spaces: Sports, Music and Art & Deco, alongside existing categories that will continue.

While the company has already started to explore Sports with 10272 Old Trafford – Manchester United, the Brand Strategist confirmed that products in the Music and Art & Deco categories will also be unveiled soon.

It is not just new product categories that fans will see, as Genevieve also teased that some of the products may look a little different. “We will also be exploring new design aesthetics and new ways of course to express these passion points,” she says.

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Graham was the Editor up until November 2020. He has plenty of experience working on LEGO related projects. He has contributed to various websites and publications on topics including niche hobbies, the toy industry and education. Follw Graham on Twitter @grahamh100.

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