Hitting the bricks: The adult fans getting in on the Lego craze

Once the sole preserve of children and the occasional (whisper it) nerdy adult, Lego has gone thoroughly mainstream. The Danish toy company founded in 1932 boasted record profits in 2020, increasing revenue by 13pc to €5.9bn compared with 2019. This was partly due to homeschooling parents panic-buying the time-consuming toy online, prompting Lego Group CEO Niels B Christiansen to comment of feeling “humble that millions of families around the world turned to Lego play to help them get through a challenging time”.

ut he didn’t just mean the kids. Though the company does not have specific sales figures for Ireland, anecdotal evidence suggests a resurgence in the toy’s use among adults here too.

“Lego bricks have long been a children’s favourite but over recent years their popularity amongst adults has increased dramatically,” says professional Lego brick artist Jessica Farrell from Rathangan, Co Kildare. “This is partly due to the Lego Group’s new product lines, created with adult audiences in mind and letting grown-ups know it’s okay to play.” Jessica says that prior to Covid, a number of exhibitions put on by Brick.ie, the Irish Association for Adult Fans of Lego, also helped initiate a lot of new adult fans. “We have seen our membership steadily rise,” she says, with lockdown boosting numbers further.

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