Lego, long known for its appeal to young boys, has significantly broadened its audience in recent years to include adults, girls, and teenagers through a strategy centered on tapping into diverse personal interests or “passions.” The Danish toy maker has expanded its product offerings and marketing efforts to connect with fans across different demographics by aligning sets with hobbies, celebrities, and major events such as Formula One racing and the World Cup.

Julia Goldin, Lego’s chief product and marketing officer, explained that the company shifted its approach about eight years ago to engage adults—not only longtime fans but also newcomers—by focusing on their varied interests. This approach has led to the creation of more sophisticated and display-worthy models, including art reproductions like Gustav Klimt’s "The Kiss," botanical sets such as flower bouquets and bonsai trees, and nostalgia-themed builds like the Game Boy. The company has found that these products attract a wide age range, often crossing traditional demographic lines; for instance, Lego bonsai trees are popular among men and teen boys, while teenage girls often favor Formula One car models.

Lego’s recent marketing strategies extend beyond traditional advertising to include immersive experiences and social media campaigns designed to spark engagement. Last year, Lego constructed life-size, drivable replicas of Formula One cars for the Miami Grand Prix, which were driven by actual race drivers during the event’s driver parade, generating billions of social media views and heightened public excitement. The company also interacts directly with gaming audiences, as demonstrated by its presence at the Gamescom trade fair with interactive Minecraft-themed Lego installations.

This diversified approach has fueled strong financial performance. In the first half of 2026, Lego’s revenue rose 21% to a record 41.9 billion Danish kroner ($6.27 billion) from the same period a year earlier, while net profit increased 32% to 8.6 billion kroner.

Goldin highlighted that Lego no longer targets products and marketing based on conventional age or gender demographics but rather on individual passions. For example, while Lego Friends and Disney’s “Frozen” previously represented the main lines geared toward girls, research revealed broader interests among female consumers, including pets, nature, music, and socializing. This insight has driven the development of new sets featuring botanicals, animals, K-pop artists, and pop star Olivia Rodrigo, supported by campaigns like “She Built That,” which promote inclusivity in building.

The company believes growing consumer interest in Lego is partly driven by a desire for purposeful, tactile activities amid the overwhelming digital content many people consume daily. Building with Lego allows individuals to engage creatively and produce something tangible, providing a sense of accomplishment that digital media often lacks.

Through these efforts, Lego has successfully expanded its reach beyond its traditional core, fostering engagement across a spectrum of ages and interests while maintaining robust growth.