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Adults Welcome – New Category at LEGO.com

When LEGO launched the 18+ line of sets last year, specifically targeting adult LEGO fans, as well as adults who are new to the LEGO hobby, there was no easy way to find them at the online LEGO shop. The Shop by Age function of the website only goes up to 12+, and there was no specific category for adult sets. Recently however LEGO added a new category titled Adults Welcome. This category is not under the Shop by Age header, but under the Interests section.

Just like pretty much all other categories at the Online LEGO Shop, the Adults Welcome section is split into two sub-sections; About and Products. The About section links to a number of interesting articles about practicing mindfulness through LEGO building, interviews with LEGO designers, and suggestions for tastefully displaying LEGO sets at home or the office. I assume that this section will get regular updates with new articles and links.

And under the Products sub-section you can find all the adult-oriented sets currently available. This section is sorted by featured products by default, but you can change this to sort by price and rating as well. At the moment, 84 sets are listed in the Adults Welcome section, including the 18+ sets as well as sets that adults are usually interested in from other themes/age ranges.

From the featured selection, 23 of the sets are very large, and costs over $200. This includes the largest LEGO Star Wars sets, the largest LEGO Technic sets, the largest LEGO Harry Potter sets, the largest LEGO Disney sets, the #10276 LEGO Colosseum, the #71374 LEGO Nintendo Entertainment System, the #21323 LEGO Ideas Gran Piano, and several more large sets. Another 28 sets are in the $100-$200 category, including the LEGO Modular Buildings, several LEGO Creator and LEGO Ideas sets, LEGO Technic sets, the LEGO Art Mosaics, and the larger LEGO Architecture sets. The rest of the sets are under $100 and include the smaller LEGO Architecture, LEGO Creator, LEGO Ideas, LEGO Star Wars sets, as well as sets from other categories that would appeal to adults.

As far as I can tell, all the sets that adults usually like are included from a wide variety of themes without making the category too long and overwhelming. This enables adult LEGO fans and adults who are new to the LEGO hobby to find something to match their interest. This will also be a good place to keep an eye on new sets for adult LEGO fans without having to browse through the entire shop. I know I will be using it frequently. If you want to take a look, visit the Adults Welcome section of the Online LEGO Shop.

What do you think? How do you like the new Adults Welcome section? Are you planning to use it? Feel free to share your thoughts and discuss in the comment section below!

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{ 14 comments… add one }
  • Håkan January 23, 2021, 11:13 AM

    I’m 40 now, but I still doubt I fit the definition of an adult…

    I like Sesame Street, though…

  • Rob January 23, 2021, 12:13 PM

    I think that the “Adults Welcome” is a great way for people checking out the site, getting into the Lego hobby and finding out what’s most likely to get their interest. For me, my main interests are the Modular buildings, Star Wars UCS models, and Creator Expert models like the Roman Collisseum, and cars, so since I know these I go to those categories mostly.

  • Grim January 23, 2021, 2:31 PM

    I called it. In Lego’s eyes being an adult means having a bunch of money. It’s all about greed and not giving adults the cathartic release they need at an affordable price. This is why I get most of my Lego from auctions (not EBay). They don’t make money off of me that way.

    • Mark H Avery January 24, 2021, 10:47 AM

      I agree with you.
      Let’s see adult “supplementary” sets in the $10 to $30 range.
      Where are you finding auctions? I’m interested!

    • yoladiel January 24, 2021, 1:33 PM

      To be fair, from the 84 sets listed in the adults only section, 33 of them (or 40%) are less than $100. And from those, about half are less than $60. I agree they can always do better, but that’s not a bad selection, The problem is that adults want highly detailed and gigantic sets for 50 bucks. That ain’t going to happen. 😀

  • Master Builder January 23, 2021, 3:45 PM

    Finally! I have been wishing for this for a long time. It’s so hard to find sets meant for adults. I used to sort results by the highest price, but this makes it much easier.

  • Legostuff14 January 23, 2021, 9:40 PM

    About almost 20 years ago ( that’s when I started collecting Lego sets) . I was concerned about collecting as a young adult., but, I was informed by a Lego collector and/ or a Lego employee that it doesn’t matter. If it interest you that’s ok because a lot of young adult and adults collect Lego sets from city, ninjago and other themes. It’s fine. So, Lego has obviously changed their mind or we were misled by Lego workers for years. Sure , they want adults to get in to the hobby but, weren’t adults already buying Lego sets for collecting and for fun already. It’s been a while that adults ( once young adults and or kids) want older sets that they enjoyed as kids. That they want Lego to bring them back. So, why aren’t they.? No matter how old you are Lego will always be a building toy and build a set is a form of play. No if and or buts about it . If it looks like a duck and quacks like a duck. You can’t call it a swan.🤔.

    • Håkan January 23, 2021, 10:00 PM

      Huh? I’m not sure if I follow you, but I think Lego wouldn’t do purely nostalgic sets without some kind of freshness to add extra marketing interest.

      Around 2001-2004, Lego had a limited venture called “Legends”, which was more or less strict rereleases of some classic sets – bar a few replaced parts such as the cypress tree and the pigtail hair – but in the end, I think they gave the idea up due to unimpressive sales.


    • yoladiel January 24, 2021, 1:43 PM

      Something to keep in mind is that the “adults welcome” campaign is not targeting afols like us. They are targeting adults who have the mindset that Lego is only for children. This is why the press releases and descriptions for all the adult sets sound so lame. Escape from reality, relax, immerse yourself, blah, blah…..

      Afols already know how to navigate the Lego website. They know what sets are coming out, what sets they like, etc. They don’t care to hear about Lego as a meditation technique. They want to know the piece count, the special parts, the minifigs, and the price. That’s it.

  • Legostuff14 January 23, 2021, 11:20 PM

    I’m just saying, why label it for adults? Doesn’t the 18+ say that. All it is is a sales move to get adults more involved in collecting Lego sets. After all , we are big kids or kids at heart and that should be good enough for Lego. I think maybe Lego doesn’t want us grow out of the Lego hobby. Like Peter pan in never never land. It’s just my opinion and it’s not fact. Lego fan for life. ( and I’m an adult fan in my 40’s).🙄

    • Håkan January 24, 2021, 12:38 PM

      Lego doesn’t care about our age, as long as we would pay for their product… =P

      • Peter January 24, 2021, 1:47 PM

        Exactly. All of this is just looking at new target markets and marketing talk. I appreciate the new category though. I can direct people who want to buy me a gift to a single link. 😀

  • Legostuff14 January 24, 2021, 3:03 PM

    I’ll take it with a grain of salt and move on. We can agree to disagree. After all, we all love the Lego hobby and that makes us one. Some like city sets and some like ninjago sets. I just don’t see the need to categorize things. What interests you weather your an adult or a kid in it doesn’t matter but, I guess to some people it does. Maybe adults don’t want city , ninjago and star wars sets anymore. They want something a bit more challenging. Maybe with more of an adult feel to it.🤔

    • The Other Mark January 24, 2021, 4:03 PM

      Like others said, categorizing things into themes and age groups helps people find something suitable to match their interests and skill level. This is especially important for parents, grandparents, and friends who want to buy a gift for someone. And it also assures a frustration-free experience for those new to Lego (adults or kids).

      Shopping categories on the Lego website are there for the same reason age recommendations are on the boxes; to help with orientation. Of course, practically anyone can build any set, and once a kid or adult built a few sets, they can go ahead and build anything. After all, building a set is just following instructions.

      But there are still differences to consider. Large sets take a lot longer to build, they often include difficult techniques, and they are usually more fragile. I wouldn’t gift a 16+ set to a 4 year old. They will likely get bored and frustrated. Similarly, I wouldn’t buy a Duplo set for an adult unless I already know they prefer Duplo. (No judgment here. I like Duplo too.)

      Previously, there were categories for all age groups, except adults. So there was no easy and quick way to find the sets in one place. Having a dedicated section helps when buying a set for an adult without having to go through all other categories. They will likely have a good experience with a set from the adults welcome category, the same way a 4 year old will likely have a good experience with a set recommended for their age.

      As far as I’m concerned, this is a welcome solution. The only thing I don’t understand why they put the adults welcome section to a different place than the other age recommendations.

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