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

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By John Glenday | Reporter

October 29, 2018 | 3 min read

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

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

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.

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Lego is a line of plastic construction toys that are manufactured by The Lego Group, a privately held company based in Billund, Denmark. The company's flagship product, Lego, consists of colourful interlocking plastic bricks accompanying an array of gears, figurines called minifigures, and various other parts. Lego pieces can be assembled and connected in many ways, to construct objects; vehicles, buildings, and working robots. Anything constructed can then be taken apart again, and the pieces used to make other objects.

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