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More than 1,000 LEGO fans from 36 countries have gathered in a small Danish town, Skærbæk, near Billund, the toy giant’s hometown, to celebrate their love of the plastic bricks.
At Skærbæk Fan Weekend, Adult Fans of LEGO (AFOLs) find a community around a hobby often associated with children. The fan-run event welcomes people who build their own creations as well as those who collect sets.
“It’s a place where AFOLs come together, no matter where they come from, no matter which language they speak, no matter what they believe in,” said Stephan Sander, co-organiser of the event.
“They have just one thing in common and that’s the love for the brick.”
Adults have long enjoyed playing with LEGO, but pandemic lockdowns helped rekindle toy buying among adults, industry insiders say.
Some longtime fans also describe a shift in how their hobby is perceived.
Didier Bruel, a 66-year-old French retiree, recalled avoiding the subject when colleagues asked what he had done over the weekend.
“I would be careful not to say that I was doing my LEGO in my basement because they would have looked at me as a bit [of a] bizarre guy,” he said.
Bruel said The LEGO Movie and television programme LEGO Masters helped make the hobby more widely accepted.
“You become kind of a star, right? So it’s completely different in the last 20 years”.
Toymakers cater to adult buyers
Adult spending is also boosting toy sales. LEGO reported a net profit of around €1.15 billion in the first half of this year, up 32% on the same period last year.
The trend extends beyond LEGO, with adults also buying plush toys, Hot Wheels cars, Barbie dolls and other collectibles.
These buyers are often described as “kidults”, a portmanteau blending of “kid” and “adult”, referring to grown-ups who buy toys for their own enjoyment.
Nearly 40% of European consumers said they bought toys for themselves or another adult in 2025, according to market research company Circana.
Toymakers such as LEGO have responded with products designed for adults, including elaborate sets costing hundreds of euros, well beyond the average child’s pocket money.
“This is not a fad, this is really a long-term trend,” said Frédérique Tutt, global toy industry advisor at Circana.
“Adults and teenagers are proud of saying ‘I am collecting, I’m buying toys, aren’t you?’”
Tutt pointed to LEGO’s Formula 1 products and Spice Girls set as examples of how the company appeals to different interests.
“LEGO is targeting every single passion point you might have,” she said.
Video editor • Roselyne Min