How can LEGO convinced adults to spend £700+ on "toys”?

Tom Holland partnered with LEGO to sell toys to adults with the tagline “Never Stop Playing”.

And you know what? I’m all here for it 👏

He's really a perfect bridge between demographics:

• an adult who grew up with the brand

• massive cross-generational appeal because of Spider-Man

• appeals to nostalgic millennials AND their kids

We even did something similar with The Sidemen.

7 adult lads openly enjoying LEGO and promoting it to their massive audience, of all ages.

Instead of just "toys for kids", it becomes "creativity has no age limit"

It's working because they've completely reframed the value proposition.

Why focus growth on kids when you can instead convince adults it's okay to spend upwards of £700 on a Millennium Falcon set?

They've even launched entire "18+" product lines with distinctive black packaging.

Friends, The Simpsons, Gremlins.

These obviously aren’t for 8-year-olds.

They're nostalgia-coded and targeting the people who can, well, experience the nostalgia.

But, as I’ll always say, the genius is in the creator marketing.

Tom Holland and The Sidemen are culturally credible.

When they're genuinely enjoying LEGO, it removes the stigma.

It gives adults permission to get excited something they might have otherwise felt embarrassed about.

The lesson?

LEGO didn't, fundamentally, change their product.

They simply changed how people felt about buying it.

And they used creators to give adults permission to spend hundreds on what they now call "sophisticated building experiences."

Another day another creator mindset applied to traditional business.

And I bet it’s absolutely printing money.

Remember, the creator mindset is all you need to grow 🌱

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