Don’t miss our awards deadlines

Explore our new sections and topics

Moving toward a sustainable future: The innovation and transformation of the food industry

Kees Kruythoff

chairman and chief executive officer

Sir Martin Sorrell

founder & executive chairman

Lego invites stressed 'kidult' millennials to discover 'zen' in its bricks

Lego invites stressed millennial women to find ‘zen’ in its bricks

Lego is seeking to build new markets with an alternative campaign targeting stressed millennial adults instead of hyperactive children.

A new ad appearing in Instagram feeds depicts a woman attempting (unsuccessfully) to find inner peace on a yoga mat, only to find the answers to her prayers in the form of a colourful plastic sailing ship after meticulously assembling the craft by hand.

By taking time out of a busy day to focus on the particular pastime, Lego implies it can offer a fast-track way to lowering blood pressure in an increasingly frenetic world.

In a statement accompanying the video Lego wrote: “Need an escape? Building with Lego bricks reduces stress and improves your wellbeing. It's zen, in the shape of a brick.”

Lego is hoping to capitalise on a growing ‘kidult’ trend in which adults rediscover the simple pleasures of colouring in and jigsaw puzzles as an antidote to the stresses of modern life. This insight has already led the Danish toy giant to launch a new range of toy fish with customisable skin.

Recent Lego innovations have seen the toy brand introduce a sustainable brick range built from sugarcane.