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From KOLs to AFOLs. How Lego is embracing its adult fan base

Lego audience strategist
For many consumers, world-renowned toy company Lego evokes childhood memories of red and yellow brick houses, off-road cars or futuristic spaceships. Even it’s fun bubble-font logo is designed to appeal to kids.  But in reality, there’s no age limit on building blocks.  Lego’s broad portfolio of products has proved popular across generations for many years, with collections starting from ages 1.5+ to 18+, but the pandemic has really highlighted the brand’s popularity among adul