LEGO built one of the most iconic brands in history by standing for children, creativity, and open-ended play. But in recent years, a major shift has taken hold. The company is increasingly chasing adult fans with premium, expensive, highly detailed sets, licensed IP, and collector-focused experiences.
In this episode, the panel is joined by toy industry veteran Leo Battersby to examine whether LEGO’s pivot toward adults is a smart growth strategy or a dangerous drift away from the very thing that made the brand legendary.
The conversation explores the deep tension between imagination vs instruction, open-ended creativity vs rigid build-by-numbers kits, and long-term cultural pipeline vs short-term revenue growth. With declining birth rates, rising screen time, and changing childhood behavior, LEGO is navigating a radically different world than the one it helped shape.
The group debates whether LEGO is slowly turning from a system of play into a premium model-building brand and what that means for future generations of builders.
Key Topics & Takeaways
Why adult collectors now make up ~25–30% of the toy market
How LEGO’s “Adults Welcome” strategy and 18+ sets changed the brand
The shift from imaginative play to instruction-following construction
Why modern LEGO sets leave less room for creative reinterpretation
The impact of screens, media, and IP on how kids play today
Declining birth rates and what that means for toy company pipelines
The difference between “paint by numbers” and a blank canvas
Why nostalgia is powerful but not a long-term growth strategy
How LEGO risks losing the next generation of builders
The hidden danger of optimizing only for adult money
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Disclaimer
A quick disclaimer. We are going into this somewhat cold and nothing we say should be construed as legal advice, financial advice or anything that would get us in trouble. These are our views and opinions. We're here to ask the kinds of questions everyone's thinking. Have an engaging conversation and maybe come to some conclusions that we feel are worth exploring. By the end, if we fixed it, you're welcome. All trademarks, IP and brand elements discussed are property of their respective owners.
