LEGO is increasingly targeting adult consumers with elaborate building sets inspired by video games, professional sports and popular entertainment, expanding beyond its traditional reputation as a children’s toy.

The company’s strategy centers on turning familiar franchises and personal interests into detailed models that appeal to longtime fans, collectors, and adults looking for a hands-on hobby. Many sets feature thousands of pieces and are designed to be displayed after construction.

Gaming has become a major part of the approach. LEGO’s adult offerings include builds inspired by franchises such as The Legend of Zelda, Donkey Kong, Mario Kart and Horizon Forbidden West, alongside replicas of classic gaming hardware. The company has also introduced an officially licensed PlayStation set aimed at fans of the original console.

Sports have become another prominent category. LEGO offers detailed Formula One race cars, cycling models, and tributes to iconic sporting venues, allowing fans to recreate recognizable vehicles and landmarks using its signature bricks. These sets connect the building experience with established fan communities.

The company is also expanding into music and broader pop culture. Recent products include sets inspired by singer Olivia Rodrigo, while elaborate builds based on film, television and entertainment franchises provide additional options for adult collectors.

The shift is producing strong business results. LEGO reported a 21% increase in revenue and a 32% rise in net profit in the first half of 2026, as demand grew across several product categories. Company executives have pointed to consumer passions, research into customer interests, and partnerships with major entertainment brands as important parts of the strategy.

For adult buyers, the appeal can extend beyond nostalgia. Building provides a screen-free activity that rewards patience and attention to detail, while finished models can serve as display pieces or conversation starters. Adult fan communities have also grown around the hobby, with enthusiasts sharing creations and gathering for group-building events.

LEGO’s expanding adult market reflects a broader effort to make its products relevant across generations. By combining complex builds with recognizable games, athletes, entertainment properties, and cultural icons, the company is positioning its bricks not just as toys for children, but as collectibles and hobbies for grown-up fans as well.