Although they are usually aimed at children, the demand for toys in our country, so far in 2024, has grown by 23% among the adult public – many of these items are collectibles -, according to a recent report by LEGO Peru.
Miguel Ángel Estupiñán, Commercial Manager of LEGO in Peru, said that this trend started strongly in 2021 and 2022 with growth of +60% in the business of fans and adult collectors of the brand.
“We are experiencing a new expansion of the business with a varied and powerful assortment that invites adults to rediscover toys as a modern and creative way to escape from everyday stress and relive moments of their childhood,” said the spokesperson.
In this sense, Estupiñán estimates that millennial adults – people between 25 and 40 years old – invest an average of S/850 per month in LEGO collectibles.
The most notable lines? Products from the world of Movie Licensing, Botanicals and Vehicles, such as Bumblebee, the iconic Lamborghini Countach 5000, the bouquet of roses, the classic Millennium Falcon and many more.
“This trend invites us to reflect on the evolution of hobbies and the value of play in adult life,” he added.
LEGO: encouraging collecting with toys for adults
For the international toy company, in an increasingly fast-paced and digitalized world, “the act of collecting and playing becomes a way to reconnect with oneself and with a global community that shares the same passions.”
“This community of adult fans and collectors is constantly developing, which suggests continued growth in the coming years. This assortment allows the adult public to connect in a timeless way with the illusion of play,” says Estupiñan.
Finally, this trend reflects a change in the perception of toys, which are no longer seen solely as products for children, but as valuable items for all ages, encouraging collecting and fun among adults.
In addition, it is worth highlighting that, beyond relaxing and entertaining, it creates the challenge of building step by step, which allows you to personalize your own creations, materializing the fanaticism through pieces that can be displayed as decoration in the office or in the house itself.
The data
- A Circana report reveals that globally, consumers aged 18 and over spend US$1.5 billion on toys, overtaking the three to five year old group as the most important for the industry.
- Additionally, 43% of adults purchased toys for themselves in the past year, primarily for fun, socializing and collecting.
Source: Larepublica
Alia is a professional author and journalist, working at 247 news agency. She writes on various topics from economy news to general interest pieces, providing readers with relevant and informative content. With years of experience, she brings a unique perspective and in-depth analysis to her work.
