Lego is capturing the attention of adult collectors, bolstering its position in the global toy market, which exceeds $10 billion.

In 2020, the company launched a series for adults, offering expensive and intricate sets such as Gringotts from “Harry Potter,” the $700 “Titanic,” and “The Lord of the Rings” for $500. As a result, sales for the adult audience grew, and the category expanded to 142 sets, accounting for about 15% of Lego’s range in the U.S.

The “kidult” segment, which includes audiences aged 12 and above, is growing rapidly, outpacing the traditional toy category for children. According to Circana, between 2019 and 2022, the share of sales for “kidults” increased from 23.4% to 28%, with their market in Europe now valued at €4.6 billion ($4.9 billion).

Despite a 7% overall decline in the toy industry in 2023, Lego managed to increase revenue by 2%, reaching $9.7 billion, thanks to strong demand among adults.

At the same time, the company emphasizes that children remain its focus. “We want to bring the joy of Lego to both children and adults, as building together unites generations,” a Lego spokesperson said.

The growing popularity among adult collectors could help Lego maintain its leadership in 2024, despite economic challenges.