A growing number of adults are rediscovering their interest in Lego, contributing to a 21% increase in the Danish toymaker's revenues. The company generated £4.8bn in revenue during the first half of 2026.
This trend is supported by individuals like Geoff Lay, who organised a Lego gathering in Kingston upon Thames and recently started Noble Brick, a Lego-focused events organisation. Lay, 44, rediscovered Lego a decade ago after receiving a Tower Bridge set.
Lauren Marshall, 40, Lay's fiancée, also became interested in Lego as an adult, comparing sets to jigsaws. Other adult fans, such as Loretta Piare, 28, and Tim Stone, 35, have returned to the hobby, with Stone joining the London Afol (Adult Fans of Lego) group to socialise.
Nick Bright, who runs Brighton Bricks, an adult Lego group, suggests that playing with Lego can offer benefits such as improved mental health, describing it as "therapy by stealth." He shares his interest with his nine-year-old son and 80-year-old mother. Jordan Wiltshire, 32, a member of GertLUG in Bristol, advocates against ageism related to the hobby, highlighting the creative outlet it provides.