The LEGO Group to target more adult builders in Germany

During International Toy Fair, the LEGO Group has highlighted that adults building for themselves will be a target market for the company in 2020.

LEGO Germany has been celebrating at the International Toy Fair in Nuremberg, Germany, where brand new products have been announced. In the past year, sales were up by 3.2% and on average, one in every two children received a LEGO set.

In Switzerland, sales were down by 1.3%. “Thanks to the successful measures that we implemented in Switzerland, we were able to change the course at the end of the year and continue to grow here,” says LEGO GmbH Managing Director Karen Pascha-Gladyshev. “I am particularly pleased that the top product in Switzerland was the LEGO Technic 42100 Liebherr R R 9800 Excavator.“

Adults will be a target market during 2020, suggesting some validity to recent product rumours. In 2019, one in every ten Euros spent on LEGO products in Germany was spent on an adult fan.

“Mastering challenges creatively is an issue for every generation. In the future, but also today, this ability is essential to develop solutions in a variety of ways,” says Pascha-Gladyshev. “In addition, the need to become creative and The LEGO system in play and our products based on the LEGO brick offer the platform for both. And building with the LEGO brick has a completely different added value for adults you can escape a hectic everyday life and relax wonderfully. “

LEGO products that have been announced at the event include DOTS, Technic Fast & Furious, Technic Lamborghini, Friends summer releases, Creator summer releases, City summer releases, Technic summer releases, NINJAGO summer releases, Marvel Super Heroes 76165 Iron Man Bust and Architecture 21054 The White House.

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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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