New Kidults on the Block – Why Grown-ups Are Falling in Love with LEGO

Lives of Tomorrow

Hello and welcome to the fortnightly Lives of Tomorrow podcast about the macro societal shifts, exploring what they mean for all of us and how they will affect our Lives of Tomorrow.

In this episode, we discuss the rise of the kidult. At WGSN, ‘kidults’ are simply put, adults that shop like children. Adults around the world are escaping the polycrisis and finding comfort in buying toys and rekindling experiences from their childhoods through play.

We’ve been closely tracking this trend and today we hear from Genevieve Cruz, LEGO Group’s Head of Product – Senior Director within Adults Global Marketing to find out how the brand is engaging AFOLs (Adult Fans of LEGO) and pioneering and leaning into this trend.

Gen explains how LEGO strategises to capitalise on this consumer shift, how playdates are revolutionising the LEGO world, and about the different sub-communities shaping the future of how we play with LEGO.

Tune in to hear why more adults are turning to LEGO as a pastime, the future of the kidult trend, and how building blocks are a unifying antidote to doom-scrolling.