From toy bricks to a lifestyle label for all ages

Flowers, F1 and fandom fuel the appeal of The Lego Group’s diverse products

- Yamini Chinnuswamy Correspondent

Lego's Botanical Collection includes a flower bouquet and a bonsai tree.

(PHOTOS: THE LEGO GROUP)

Choices for home decor abound, from photo collages to colourful cushions.

These days, consumers can add Lego to the list. Not just in the form of a childhood set, but also as specially designed products such as Lego roses or a Van Gogh painting in Lego form.

This reporter knows a home owner whose living room wall features a three-dimensional art piece in the form of the Danish brick brand’s The Milky Way Galaxy set ($299). The 65cm by 40cm black-framed set uses more than 3,000 Lego elements to depict the cosmos through a clever interplay of colours, textures and brick layers.

How about a bouquet made of Lego flowers? In May, when Lego Singapore organised a giveaway of Lego rose stalks, more than 100 people showed up early at its Suntec City Mother’s Day popup to collect the freebie.

Both the Lego flower line and the Milky Way Galaxy set, which is part of its Art line, were introduced to consumers in the last five years.

They are part of a strategic shift away from the perception of Lego as a childhood toy. The brand prefers to be seen as lifestyle product for all ages, genders and interests.

Ms Julia Goldin, The Lego Group’s chief product & marketing officer, tells The Straits Times during an interview at the Lego Singapore office at South Beach Tower in late September: “We've always had a dedicated fan base of adult fans — who call themselves Adult Fans of Lego - who have been passionate about our big builds, such as the Star Wars Millennium Falcon set.

“But we were also interested in exploring ways to bring in more casual fans, even adults who have never tried Lego before or haven't touched a set since childhood.”

In 2020, some existing sets were reintroduced with black packaging and an 18+ age recommendation, such as the Old Trafford - Manchester United stadium.