Legos for adults: The company is targeting stressed-out grown-ups

Legos are amazing. I remember when I was a kid, my dad and I bought a Lego set for a police station. Piece by piece we assembled the multi-story building, complete with a helipad, jail cell, cops and bad guys. One of the hidden benefits of having a kid is you get to play with all the sweet toys again. Well, now the world’s largest toymaker is pitching its bricks as a form of mindfulness.

Lego, the world’s largest and most profitable toymaker, is zeroing in on a growing demographic: stressed-out adults. The 87-year-old Danish company increasingly bills its brightly colored bricks as a way to drown out the noise of the day and perhaps achieve a measure of mindfulness. The company’s newest kits — which include the Central Perk cafe from the sitcom “Friends” and a vintage 1989 Batmobile — tap into Gen X nostalgia, while its Ideas and Forma lines are being targeted to adults who want to occupy their hands but keep their minds loosely engaged.
The company spent the past five years revamping instruction manuals to make kits foolproof for frazzled adults, she said. Last year, Lego introduced a line of koi fish and shark models with soothing movements to appeal to builders in search of a “joyful creative challenge.”
Lego’s instruction booklets...serve an important role, too: “We like to have structure and a clear path. The idea that ‘if you follow this, you’ll achieve that,’ is very appealing.”

For those of you looking for an more active way to decompress than meditation, yoga or a good run, Legos might be the way to go!


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