Ep. 61 - Lego is Not For Kids (At Least Not Any More)

Today, we're diving headfirst into a question that's been rattling around my brain like a loose 1x1 stud in a vacuum cleaner: Is LEGO really for kids anymore?

Once upon a time (cue nostalgic flashback music), LEGO bricks were purely the realm of young dreamers. Little hands building wobbly houses, rocket ships, and whatever that blob was supposed to be. It was simple. It was joyful. It was the ultimate toy for curious minds and sticky fingers. But fast forward to today, and things look... a bit different.

Higher standards. Higher prices. Marketing campaigns straight-up targeting adults. Yeah, I'm looking at you, LEGO Icons and UCS Star Wars sets. And I’m pretty sure my wallet just filed a restraining order against me after I went all-in on the latest modular building.

So, what happened? When did this shift from “kid’s toy” to “premium adult collectible” actually start? How did LEGO evolve from building basic houses to crafting architectural masterpieces that look better than my actual living room? And why is it that I suddenly need a part-time job just to afford the new wave of sets?

I’m about to break it all down for you—the rise of the Adult Fan of LEGO (AFOL), how the LEGO Group saw us coming a mile away, and why this might just be the golden age for grown-up builders. Spoiler alert: it’s not just your imagination—LEGO really has grown up with us. Whether that’s a good or bad thing probably depends on how much shelf space you have left.

And while I’m at it, I’m taking a look at how LEGO’s strategy might be shifting even further into adult territory. Are they leaving kids behind? Or are they just making room for us big kids who never really grew out of our brick obsession? Either way, I’m here to unpack it all, piece by tiny piece.

So, get comfy, grab your favorite minifig, and settle in—this episode is gonna be one wild ride through the past, present, and future of the world’s largest toy company. The answers might surprise you—or just make you feel totally validated as an AFOL. Either way, I promise plenty of laughs and some deep thoughts on why we’re all still so obsessed with these little plastic bricks.

Thanks for tuning in, and as always—keep building and stay awesome!

Music Credit: YouTube Music Library