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Tag: LEGO interview
LEGO explains why its push into the adult market in 2021 has been so successful
The LEGO Group has gone after the adult market in a big way in 2021 – a strategy that’s met with resounding success. Now, two of its senior staff explain why it’s worked so well. While the first products branded 18+ appeared on shelves in summer 2020, this year has really seen the LEGO Group…
Here’s why LEGO went so big in 2021
The LEGO Group’s Gen Cruz explains why the company went big in 2021, pumping out multiple record-breaking sets at sizes and price points we’ve never seen before. If there’s one thing we can all agree on from the past 12 months in LEGO, it’s that you’ll have needed incredibly deep pockets to keep up with…
LEGO: ‘We are still first and foremost for children’
The LEGO Group says its new 18+ badge hasn’t opened the door to sets and franchises that might be considered unsuitable for children. 2020 was a year of revolution for the LEGO Group, as it embraced what it saw as a largely-untapped adult market: first by ditching alienating terms like ‘Creator Expert’, then rebranding all…
LEGO reflects on whether its 18+ packaging has worked in 2021
The LEGO Group’s new 18+ packaging has properly come to the fore in 2021, and the company’s Head of Product has reflected on whether it’s working as intended. Originally introduced with 10273 Haunted House in May 2020, the all-black packaging is designed to unify products under the ‘LEGO for Adults’ umbrella, signifying that a set…
