Within Adult Sets
Can adult buyers steady LEGO's growth?
Teen and adult toy spending gives LEGO a second demand base when birth rates, budgets and children's trends become less reliable.
On this page
- What kidult toy data shows
- Why adult demand moves differently
- Where the resilience has limits
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Introduction
Adult buyers have become one of LEGO’s most important shock absorbers. The company still depends on children for its long-term future, but the rise of “kidult” spending — purchases by teenagers and adults for hobbies, collecting, display, gifting and relaxation — gives LEGO a second demand base that behaves differently from the traditional toy market. That matters because many of the pressures facing toy companies today, including falling birth rates, changing play habits and volatile children’s trends, do not affect adult buyers in the same way.
In antifragility terms, LEGO benefits from having demand arrive from multiple motivations rather than a single consumer group. A child may want a playset because of a current film or cartoon. An adult may buy a botanical display piece, a Formula 1 model, a Star Wars collector set, a nostalgic recreation of a childhood favourite, or a premium gift. These overlapping reasons to buy make LEGO less exposed to any one market shift and help stabilise growth when parts of the toy sector weaken. [LEGO]lego.comLEGOThe LEGO Group 2025 Full Year Results - About UsMar 10, 2026 — The LEGO Group today reported earnings for the full year of 2025, achi…
What kidult toy data shows
The most important evidence is that older buyers are no longer a niche audience inside the toy industry.
Circana, one of the main toy market research firms, reported that building sets became the strongest-performing toy supercategory in 2024, growing 14% and leading all major toy categories in both sales and growth. The same period saw global toy demand supported by collectors, fandom purchases and adult-oriented buying patterns rather than only traditional children’s purchases. [Circana]circana.comCircanaGlobal Toy Sales Stabilize in 2024 Thanks To "Kidult…January 30, 2025 — 30 Jan 2025 — Building sets grew for the fifth consecut…
The UK market shows how large the shift has become. Circana reported that the 12+ “kidult” segment accounted for roughly £1 in every £3 spent on toys by mid-2025, representing about 31% of total toy spending. The market was valued at approximately £1.2 billion and continued to expand. [Circana]circana.comCircanaU.K Toy Market Grows as Christmas Approaches12 Nov 2025 — The kidult (12+ years) market has expanded (up% in the last 12 months to…
Several related figures point in the same direction:
- Circana reported that 43% of adults bought toys for themselves or another adult during 2025.
- Younger adults are especially active participants, with much higher purchasing rates among Gen Z consumers.
- Collectibles, fandom products and display-oriented purchases have become major growth areas across the wider toy market. [The Guardian]theguardian.comThe DreamToys 2025 list reflects this broader appeal, with products ranging from the £13 Dress to Impress Roblox dolls to the £120 Lego O…
LEGO sits directly inside the strongest part of this trend because building sets are one of the categories most associated with adult hobby spending. Circana’s first-half 2024 market data specifically identified LEGO Icons and its appeal to adults as a major contributor to building-set growth. [toyassociation.org]toyassociation.orgcircana reports first half 2024 toy industry performance in us and globally.aspxCircana Reports First Half 2024 Toy Industry Performance…12 Aug 2024 — According to Circana's Retail Tracking Service data, three out…
This creates a structural advantage. Instead of relying almost entirely on the number of children entering toy-buying years, LEGO participates in a market that increasingly includes adults spending discretionary income on themselves.
Why adult demand moves differently
The resilience comes from behavioural differences rather than simple customer age.
Children’s toy demand is often tied to short cycles. Popularity can depend on schoolyard trends, media franchises, birthdays or seasonal purchases controlled by parents. Those trends can shift quickly.
Adult buyers tend to purchase for different reasons:
- Hobbies and collecting. Enthusiasts often follow themes such as Star Wars, Formula 1, architecture or engineering regardless of current children’s trends.
- Home display. Botanical models, landmarks and premium collector sets compete partly with décor purchases rather than only toy purchases.
- Nostalgia. Adults reconnect with brands, films and themes they remember from childhood.
- Stress relief and leisure. LEGO increasingly markets building as a focused, screen-free activity.
- Gifting. Adult-oriented sets can be bought for birthdays, anniversaries, housewarmings and seasonal occasions. [LEGO]lego.comLEGOLEGO® Sets for Adults | Adults WelcomeHere are some of our most complex LEGO® sets designed exclusively for grown-ups. From sport to…
These motivations create different purchasing rhythms. Someone buying a £50 bouquet from the LEGO Botanical Collection is not necessarily participating in the same spending decision as a parent choosing a toy aisle purchase for a child. The demand drivers overlap only partially.
That diversification is valuable because economic pressures rarely hit every buying motive at the same time. A decline in one segment can be partly offset by strength elsewhere. When children move towards digital entertainment, collectors may still be purchasing display models. When a particular children’s licence loses popularity, adults may continue buying architecture, vehicle or nostalgia-oriented products.
How LEGO turned adults into a second customer base
The company did not simply discover adult fans. It systematically built products around them.
LEGO now maintains a large “Adults Welcome” range covering vehicles, film franchises, architecture, botanical models, art and premium collector products. These sets are typically more complex, more expensive and designed for display after completion. [LEGO]lego.comourself in the building experience, then sit back and admire the flowers…
The Botanical Collection is especially important because it brought in buyers who may never have previously considered purchasing LEGO. Company reporting has repeatedly highlighted Botanicals as a driver of new adult customers and a source of demand among teenagers and adults. LEGO’s 2025 results identified Botanicals among its strongest-performing themes, while executives have noted the collection’s appeal to women and first-time builders. LEGO [reuters]reuters.comlego sales rise bricks click with more shoppers 2025 03 11The strong sales momentum, particularly in the U.S., continued into 2025. Lego's CEO Niels Christiansen highlighted the popularity of new… This matters for antifragility because the same brick system can now serve multiple markets at once:
- Traditional children’s play.
- Adult collecting.
- Home decoration.
- Hobby building.
- Pop-culture fandom.
- Gift purchases.
A larger number of use cases means fewer single points of failure.
Why demographic pressures matter less when adults buy too
One reason investors and consumer companies increasingly watch the kidult trend is demographics.
Many developed markets face lower birth rates and ageing populations. In a world with fewer children, toy companies that depend entirely on childhood demand face a harder growth challenge.
Circana has explicitly linked the expansion of the older toy-buying audience to demographic change and ageing populations. The growth of the 12+ market effectively expands the addressable customer base beyond children under traditional toy-buying ages. [Circana]circana.comCollectible Figures: 2025 Toy Trend Driving Kidult Demand…27 Jan 2026 — Global Toy Industry Rebounds in 2025 as Sales Rise 7%, Fueled…
For LEGO, this does not eliminate demographic risk. Children remain the company’s core audience. However, adult buyers reduce the direct link between LEGO’s future and the number of young children entering the market each year.
Instead of depending on one age pyramid, LEGO increasingly participates in several overlapping consumer groups.
Why adult spending can hold up during toy market weakness
Recent market data shows that adult-oriented categories have often remained stronger than the wider toy market.
The broader toy industry experienced periods of stagnation and decline after the pandemic boom. Yet building sets repeatedly outperformed the market. Circana’s global reporting showed building sets achieving growth even when several other toy categories weakened. [Circana]circana.comGlobal Toy Market Size 2025 – Strong Rebound in H1 20258 Aug 2025 — Across the G12, dollar sales increased by 7% from January through Jun…
In the UK, toy sales faced pressure from cost-of-living concerns, but building sets still expanded, supported by collectors and older buyers. Analysts specifically identified kidult consumers as a major factor behind the category’s resilience. [The Guardian]theguardian.comThe DreamToys 2025 list reflects this broader appeal, with products ranging from the £13 Dress to Impress Roblox dolls to the £120 Lego O…
LEGO’s own financial results reflect the same pattern. The company reported strong demand among both children and adults and continued to gain market share while outperforming the broader toy industry. [LEGO]lego.comThe LEGO Group 2025 Annual ReportAnnual ReportThe 2025 portfolio reached a record size with. 868 products, up from 840 last year, and about half of which were new Among t… [LEGO]lego.comlego group delivers record results in 2024About Us11 Mar 2025 — The LEGO Group achieved record revenue and operating profit, outpacing the toy market with significant market share…
This does not mean adult spending is recession-proof. It means LEGO now has more than one route through difficult market conditions.
Where the resilience has limits
Adult demand strengthens LEGO’s position, but it introduces new risks as well.
First, adult collectors can be highly trend-sensitive. Fandoms change, nostalgia waves fade and collector markets can become crowded. A company that over-relies on premium collector products may eventually face saturation.
Second, many adult-focused sets sit at higher price points. During economic downturns, discretionary hobby spending can be postponed. Expensive display models are often easier to delay than purchases made for children during birthdays or holidays.
Third, parts of the kidult market can become dependent on licensing and pop-culture cycles. Strong sales linked to a film, television series or gaming franchise may not last indefinitely.
There is also a balancing challenge. LEGO’s long-term health still depends on introducing new generations to the brick system. Adult collectors generate revenue, but future adult collectors typically begin as child builders. If the company ever shifted too heavily towards existing fans, it could weaken the pipeline that created the adult audience in the first place.
The antifragile advantage therefore comes from balance rather than replacement. Adult demand works best as a second engine that complements children’s play, not as a substitute for it.
Why kidult demand matters for LEGO’s antifragility
The most important effect of kidult spending is that it changes LEGO from a company tied mainly to childhood play into a company connected to multiple forms of consumer behaviour.
The same brick platform now participates in hobbies, collecting, décor, gifting, nostalgia, fandom and family play. That diversity means shocks affecting one demand source do not automatically damage the entire business. When birth rates weaken, adult hobby spending still exists. When children’s trends become unpredictable, collectors and display buyers can continue purchasing. When a particular licence cools, other adult themes can remain strong.
The result is not immunity from market change. It is a broader and more adaptable demand structure. That is precisely why the growth of adult buyers has become one of the clearest examples of LEGO becoming less fragile and more resilient in an uncertain consumer environment.
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Endnotes
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Source: lego.com
Link: https://www.lego.com/en-us/aboutus/news/2026/march/the-lego-group-delivers-record-results-in-2025-driven-by-strong-brand-and-innovative-portfolioSource snippet
LEGOThe LEGO Group 2025 Full Year Results - About UsMar 10, 2026 — The LEGO Group today reported earnings for the full year of 2025, achi...
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Source: lego.com
Link: https://www.lego.com/en-us/categories/adults-welcomeSource snippet
LEGOLEGO® Sets for Adults | Adults WelcomeHere are some of our most complex LEGO® sets designed exclusively for grown-ups. From sport to...
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Source: circana.com
Link: https://www.circana.com/post/global-toy-sales-stabilize-in-2024-collectibles-fan-favorites-and-smart-spending-shape-the-marketSource snippet
CircanaGlobal Toy Sales Stabilize in 2024 Thanks To "Kidult...January 30, 2025 — 30 Jan 2025 — Building sets grew for the fifth consecut...
Published: January 30, 2025
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Source: circana.com
Link: https://www.circana.com/post/building-up-to-christmas-uk-toy-market-grows-to-3-9bn-as-creativity-and-collectibles-lead-festiveSource snippet
CircanaU.K Toy Market Grows as Christmas Approaches12 Nov 2025 — The kidult (12+ years) market has expanded (up% in the last 12 months to...
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Source: toyassociation.org
Title: circana reports first half 2024 toy industry performance in us and globally.aspx
Link: https://www.toyassociation.org/ta/PressRoom2/News/2024_News/circana-reports-first-half-2024-toy-industry-performance-in-us-and-globally.aspxSource snippet
Circana Reports First Half 2024 Toy Industry Performance...12 Aug 2024 — According to Circana's Retail Tracking Service data, three out...
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Source: lego.com
Link: https://www.lego.com/en-us/themes/botanicals/aboutSource snippet
ourself in the building experience, then sit back and admire the flowers...
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Source: reuters.com
Title: lego sales rise bricks click with more shoppers 2025 03 11
Link: https://www.reuters.com/business/retail-consumer/lego-sales-rise-bricks-click-with-more-shoppers-2025-03-11/Source snippet
The strong sales momentum, particularly in the U.S., continued into 2025. Lego's CEO Niels Christiansen highlighted the popularity of new...
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Source: lego.com
Title: The LEGO Group 2025 Annual Report
Link: https://www.lego.com/cdn/cs/aboutus/assets/blte543dd46714c9226/The_LEGO_Group_2025_Annual_Report.pdfSource snippet
Annual ReportThe 2025 portfolio reached a record size with. 868 products, up from 840 last year, and about half of which were new Among t...
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Source: lego.com
Title: lego group delivers record results in 2024
Link: https://www.lego.com/en-us/aboutus/news/2025/march/lego-group-delivers-record-results-in-2024Source snippet
About Us11 Mar 2025 — The LEGO Group achieved record revenue and operating profit, outpacing the toy market with significant market share...
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Source: lego.com
Title: the lego group achieves double digit top and bottom line growth in h1 2025
Link: https://www.lego.com/en-us/aboutus/news/2025/august/the-lego-group-achieves-double-digit-top–and-bottom-line-growth-in-h1-2025Source snippet
The LEGO Group H1 2025 - About Us27 Aug 2025 — LEGO Group reports H1 2025 revenue up 12% to DKK 34.6B, profit up 10%, driven by innovatio...
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Source: lego.com
Link: https://www.lego.com/en-us/aboutus/lego-group/policies-and-reporting/reportsSource snippet
About Us - LEGO.comOur Responsibility Report accounts for the LEGO Group's development and activities and serves as our annual Communicat...
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Source: circana.com
Link: https://www.circana.com/post/global-toy-industry-rebounds-in-2025-as-sales-rise-7-fueled-by-pop-culture-collectibles-and-kiduSource snippet
Collectible Figures: 2025 Toy Trend Driving Kidult Demand...27 Jan 2026 — Global Toy Industry Rebounds in 2025 as Sales Rise 7%, Fueled...
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Source: circana.com
Link: https://www.circana.com/post/global-toy-market-experiences-a-strong-rebound-in-the-first-half-of-2025-with-all-markets-growingSource snippet
Global Toy Market Size 2025 – Strong Rebound in H1 20258 Aug 2025 — Across the G12, dollar sales increased by 7% from January through Jun...
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Source: circana.com
Link: https://www.circana.com/industries/toysSource snippet
Complete Consumer Behavior Data & InsightsCircana's Complete Consumer solutions combine purchase data, surveys, and panels to show how, w...
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Source: circana.com
Link: https://www.circana.com/post/toying-with-tradition-nostalgic-kidults-fuel-1bn-surge-as-uk-gears-up-for-record-christmas-salesSource snippet
Toying with tradition: Nostalgic kidults fuel £1bn surge as...18 Nov 2024 — Sales to these kidults has grown% and now accounts for nearl...
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Title: F1 and Sky agree new long-term partnership across UK, Ireland, and Italy
Link: https://www.formula1.com/en/latest/article/f1-and-sky-agree-new-long-term-partnership-across-uk-ireland-and-italy.Yd2VK2z6QxZkrR6zH2ssr -
Source: toyworldmag.co.uk
Title: circana reports uk toy market grows to 3 9b
Link: https://toyworldmag.co.uk/circana-reports-uk-toy-market-grows-to-3-9b/Source snippet
Circana reports UK toy market grows to £3.9b12 Nov 2025 — The Kidult (12+ years) market has expanded (up% in the last 12 months to June 2...
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Source: theguardian.com
Link: https://www.theguardian.com/business/2025/nov/12/part-of-the-joy-economy-adult-buyers-add-bumper-year-toy-salesSource snippet
The DreamToys 2025 list reflects this broader appeal, with products ranging from the £13 Dress to Impress Roblox dolls to the £120 Lego O...
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Source: theguardian.com
Link: https://www.theguardian.com/business/2025/jan/21/pocket-money-toys-uk-costs-sales-2024-legoSource snippet
However, "pocket money" toys costing less than £10 thrived, comprising 30% of sales as parents sought cheaper [options]({{ 'options/' | relative_url }}). Popular among chil...
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Source: theguardian.com
Link: https://www.theguardian.com/commentisfree/2026/may/06/labour-collapse-union-nigel-farage-uk-elections -
Source: theguardian.com
Link: https://www.theguardian.com/lifeandstyle/2026/jan/20/uk-toy-sales-rise-lego-tonieboxSource snippet
'An evolving era of play': UK toy sales rise for first time...20 Jan 2026 — In 2025 UK toy sales increased by 6% to £3.9bn, according to...
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Source: youtube.com
Link: https://www.youtube.com/watch?v=DelIpkE4gF4Source snippet
BEAUTIFUL 18+ 2025 LEGO ICONS REVEAL!A new Lego icons 2025 set releasing in January has just been revealed which is the Fountain Garden t...
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Source: youtube.com
Link: https://www.youtube.com/watch?v=WRMWPoqRIpMSource snippet
BILLIONS in Profits, Popular Themes, and What it Means...Lego released its 2025 annual report and that means we get information on their...
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Source: toybook.com
Title: circana global toy sales 2024
Link: https://toybook.com/circana-global-toy-sales-2024/Source snippet
Among the gains were a 14% growth for building...Read more...
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Source: toysnplaythings.media
Title: circana reports toy market grows to 3 2bn
Link: https://www.toysnplaythings.media/circana-reports-toy-market-grows-to-3-2bn/Source snippet
Circana reports toy market grows to £3.2bn12 Nov 2025 — The kidult (12+ years) market has expanded (up% in the last 12 months to June 202...
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Source: toyfoundation.org
Title: Circana: U.S
Link: https://toyfoundation.org/ttf/PressRoom2/News/2025_News/circana-us-2024-toy-sales-remain-flat-moving-from-correction-to-consistency.aspxSource snippet
2024 Toy Sales Remain Flat, Moving from '...Building sets grew for the fifth consecutive year and captured the top spot in terms of both...
Additional References
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Source: linkedin.com
Link: https://www.linkedin.com/posts/claire-naish-6b24a0177circana-uk-toy-market-up-8-in-first-half-activity-7361013402493665281-cJgSource snippet
UK toy market up 8% in value, driven by kidult products12-Aug-2025 — The total UK toy market is up 8 per cent in value in the year to Jun...
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Source: toysnbricks.com
Link: https://www.toysnbricks.com/lego-group-2025-annual-results-report-revenue-sales-growth-profits-financial-highlights/Source snippet
LEGO Group 2025 Annual Results Report: Revenue Sales...Mar 10, 2026 — Revenue for 2025: Approximately $13 billion (DKK 83.5 billion), an...
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Source: mojo-nation.com
Title: construction and collectibles help uk toy market grow to 3 9bn reports circana
Link: https://www.mojo-nation.com/construction-and-collectibles-help-uk-toy-market-grow-to-3-9bn-reports-circana/Source snippet
Construction and collectibles help UK toy market grow to £...12 Nov 2025 — Elsewhere, the kidult market is up 5% in the last 12 months t...
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Source: linkedin.com
Title: marius lang 2025 annual results announcement activity 7437077473474871296 umRi
Link: https://www.linkedin.com/posts/marius-lang_2025-annual-results-announcement-activity-7437077473474871296-umRiSource snippet
2025 Annual Results Announcement | Marius LangLEGO built an adult fan community that designs their products, defends them, and buys them...
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Source: retailgazette.co.uk
Title: toy sales climb for the first time since the pandemic as kidults drive demand
Link: https://www.retailgazette.co.uk/blog/2025/11/toy-sales-climb-for-the-first-time-since-the-pandemic-as-kidults-drive-demand/Source snippet
Toy sales up for first time since pandemic as “kidults” drive...12 Nov 2025 — The so-called “kidult” market, which covers consumers aged...
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Source: youtube.com
Link: https://www.youtube.com/watch?v=9mRzJaVjkzQSource snippet
LEGO's financial report is good news for adultsWhat's still interesting about this list though is just how much of it is geared towards a...
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Source: globaltoynews.com
Title: us toy industry grows sales through the third quarter circana reports
Link: https://globaltoynews.com/2025/11/22/us-toy-industry-grows-sales-through-the-third-quarter-circana-reports/Source snippet
US Toy Industry Grows Sales Through the Third Quarter...22 Nov 2025 — According to new data from Circana, LLC, toy sales from January t...
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Source: licensingsource.net
Title: uk toy market grows to 3 9bn with licensing playing a key role
Link: https://www.licensingsource.net/uk-toy-market-grows-to-3-9bn-with-licensing-playing-a-key-role/Source snippet
UK toy market grows to £3.9bn, with licensing playing a key...12 Nov 2025 — The kidult (12+ years) market has expanded (up% in the last...
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Source: linkedin.com
Link: https://www.linkedin.com/posts/toys-n-playthings_with-the-retail-sectors-golden-quarter-activity-7394294189070381056-HW_cSource snippet
2025), accounting for £1 in every £3 spent and worth £1.2bn, or 31% of total toy spend. Growth is expected to continue as the next genera...
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Source: cbsnews.com
Title: lego sales growth 2025 formula1 bluey pokemon botanicals
Link: https://www.cbsnews.com/news/lego-sales-growth-2025-formula1-bluey-pokemon-botanicals/Source snippet
Lego builds record earnings from botanical-themed bricks...Aug 27, 2025 — A growing portfolio of Lego brick sets, led by the Lego Botani...
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