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Brief Published: 4 Oct 2018

Lego Engages Adult Creativity with New Model Kit


Lego has released Lego Forma, a new mechanical model kit aimed at adults looking to "reconnect with their creative side". The premium kit targets self-proclaimed 'kidults' and the AFOL community adult fans of Lego.

The Forma kit allows buyers to build an articulated fish, complete with a hand-crank to simulate realistic swimming movement. The model comes in four different prototypes each of which has the same fish 'skeleton' but can be decorated with different shark or fish 'skins'.

Lego's new release taps into the growing kidult market: in 2017, 11% of toy purchases were made by over-18s for their own use (NPD, 2018). As discussed in Playful Escapists, consumers are turning to nostalgic activities such as Lego model-building as a reprieve from today's high-pressure, digital-heavy world.

The Lego Forma kit has launched on crowdfunding site Indiegogo, to test the demand for such a product. The target of 500 units sold quickly, and now over 3,500 sets have already been purchased. This sales tactic is wise, following Lego's 8% revenue decline in 2017 due to a surplus of stock that prevented the release of new products (Lego, 2018). The kits are expected to be delivered in January 2019.

With its new model kit, Lego is catering to demand for tactile play opportunities for adults. For more on the benefits of experiences that engage the senses, see our Sensory Opportunity Spotlight Trend.