Over 1,000 grownup LEGO followers gathered in Denmark close to the toy big’s birthplace
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More than 1,000 LEGO followers from 36 nations have gathered in a small Danish city, Skærbæk, close to Billund, the toy big’s hometown, to have a good time their love of the plastic bricks.
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At Skærbæk Fan Weekend, Adult Fans of LEGO (AFOLs) discover a group round a passion typically related to youngsters. The fan-run occasion welcomes individuals who construct their very own creations in addition to those that acquire units.
“It’s a spot the place AFOLs come collectively, regardless of the place they arrive from, regardless of which language they communicate, it doesn’t matter what they imagine in,” mentioned Stephan Sander, co-organiser of the occasion.
“They have only one factor in widespread and that is the love for the brick.”
Adults have lengthy loved enjoying with LEGO, however pandemic lockdowns helped rekindle toy shopping for amongst adults, trade insiders say.
Some longtime followers additionally describe a shift in how their passion is perceived.
Didier Bruel, a 66-year-old French retiree, recalled avoiding the topic when colleagues requested what he had performed over the weekend.
“I’d watch out to not say that I used to be doing my LEGO in my basement as a result of they’d have checked out me as a bit [of a] weird man,” he mentioned.
Bruel mentioned The LEGO Movie and tv programme LEGO Masters helped make the passion extra broadly accepted.
“You turn out to be form of a star, proper? So it is fully totally different within the final 20 years”.
Toymakers cater to grownup consumers
Adult spending can also be boosting toy gross sales. LEGO reported a internet revenue of round €1.15 billion within the first half of this yr, up 32% on the identical interval final yr.
The development extends past LEGO, with adults additionally shopping for plush toys, Hot Wheels vehicles, Barbie dolls and different collectibles.
These consumers are sometimes described as “kidults”, a portmanteau mixing of “child” and “grownup”, referring to grown-ups who purchase toys for their very own enjoyment.
Nearly 40% of European shoppers mentioned they purchased toys for themselves or one other grownup in 2025, in keeping with market analysis firm Circana.
Toymakers similar to LEGO have responded with merchandise designed for adults, together with elaborate units costing lots of of euros, nicely past the typical baby’s pocket cash.
“This will not be a fad, that is actually a long-term development,” mentioned Frédérique Tutt, world toy trade advisor at Circana.
“Adults and youngsters are happy with saying ‘I’m amassing, I’m shopping for toys, aren’t you?’”
Tutt pointed to LEGO’s Formula 1 merchandise and Spice Girls set as examples of how the corporate appeals to totally different pursuits.
“LEGO is focusing on each single ardour level you may need,” she mentioned.
Video editor • Roselyne Min
