LEGO has been a family-owned brand since 1932, rooted in the Danish ideal “leg godt” — play well. Passed down through generations, it’s built a legacy of creativity, learning, and joy. Now, as it continues to inspire kids, LEGO is also inviting adults to rediscover purposeful play as a tool for imagination, mindfulness, and connection.

BUT legos can be messy and impractical for adults. Once the experience of building is done, where do your pieces go?

TARGETING ADULTS IS GOOD

LEGO reported a revenue of DKK 55.3 billion in 2021, which is a 27% increase from the previous year. The following year, its 90th anniversary, LEGO’s revenue grew by 17%, reaching DKK 64.6 billion. This steady growth was attributed, in part, to the increased popularity of ‘adult-oriented’ LEGO sets
— segmentify.com

LEGO wowed fans with a recycled brick prototype but scrapped it after tests fell short, citing carbon concerns. The ambition was admirable, but without a clear path forward, the premature announcement put brand trust on the line. Thankfully, they still pledge fully sustainable bricks by 2032.

LEGO HAS SUSTAINABILITY ISSUES

LEGO tested a prototype brick made of recycled plastic bottles rather than oil-based ABS, currently used in about 80% of the billions of pieces it makes each year...The group intends to triple its spending on sustainability to DKr3bn ($430mn) a year by 2025
— Financial Times

GOAL

To highlight LEGO's versatile use at home, appealing to a wider audience by showcasing its creative and sustainable qualities.

We never truly outgrow our sense of wonder and creativity.

PROBLEM

LEGO faces a perception issue, seen as a one-time, non-sustainable plaything that's messy and bare-feet unfriendly.

The solution to life's little challenges can be as small as a LEGO brick away.

SOLUTION

To show clever ways LEGO can be reused and incorporated into adult homes.

Video by Liz Farias & Anna Kachatryan