As a kid, you probably owned a LEGO set or two. Although I didn’t have a set of my own, I’d often take my little brother’s to build homes for my Barbie dolls or pens for plastic animal figurines. Like me, you probably used LEGOs as a way to get a little creative and enhance your playtime. Once you got older, you probably either sold your old blocks or gave them away. True enthusiasts, however, would often seek out more advanced sets or even start collecting rare LEGO products throughout adulthood.
If you’re the kind of individual who believes people should stop playing with LEGOs after a certain age, you might change your mind after reading this article. It turns out, LEGO is now not only targeting children, die-hard collectors, and aspiring architects but now stressed-out adults. (Yes, you read that correctly!)
According to LEGO’s audience marketing strategist, Genevieve Capa Cruz, “Adults with high-pressured jobs are telling us they’re using Lego to disconnect from the mania of the day. They’re looking for a relaxing, calming experience — and they like instructions because that’s what helps them be in the zone.”
In other words, these adults are using the blocks to engage in mindfulness after a busy day at work or following a stressful event. The mainstream movement of mindfulness involves focusing on the present moment and accepting one’s thoughts and sensations without judgment.
There’s something about those plastic blocks that help many adults relax and place the stresses of their lives on the backburner! Perhaps it’s the texture and colors of the blocks; the creative freedom involved in using the blocks; or the fact that playing with LEGOs requires no specific pace.
Due to the LEGO hype among overwhelmed adults, the Danish company came out with a line called LEGO FORMA featuring koi and shark models. Rather than being fully brick-built, the line was a way for the company to “experiment with a new aesthetic and different shapes.” Although FORMA was primarily designed for adults, LEGO also mentions that those 12 and up can also use it. Other adults prefer to stick to the original block design to de-stress.
Either way, LEGO is nonetheless inspiring for adults near and far.
Brooke Deason is one adult LEGO fan. The 40-year-old from Connellsville, PA loved the company so much that six years ago, she opened a block-building event space. Her initial vision was to accommodate youth groups, children over the summer, and even host birthday parties, but then she realized something interesting: many parents wanted to join in too.
Now, Deason hosts adult-only block events where those 21 and older can enjoy wine, chat, and work on LEGO sets together.
“It’s like a blast to the past, straight to our childhoods,” she said. “It took me by surprise, but it makes sense: Life is so structured. But with Lego, you can do anything.”
Learn more about the movement below. I’m seriously considering getting a LEGO set now!
