The LEGO Group have recognised the importance of the adult fanbase for a number of years but it wasn’t until recently that they actually created and marketed sets directly at AFOLs. Although this began in 2020, this year truly saw the ‘Adults Welcome’ ethos hit its stride. Previously LEGO® Creator Expert was considered the most prominent collection of sets skewed towards older builders. But the branding was dropped in favour of minimalist packaging, which featured black backgrounds. This put the set at the forefront and helped focus the build experience. That’s not to say there hasn’t been some pushback from LEGO fans, who haven’t taken too well the new style box designs. Some feel the uniformity of the packaging distracts from the uniqueness of each build as well as the connotations linked to 18+. However, this switch in direction for Creator Expert and a new focus on adult builders has given us some impressive new sets as well as old favourites. It’s also helped to draw in more people to dabble in the world of LEGO bricks, either for the first time or after a long time.
The year kicked off with both, with 2021 being the first time the Modular Building featured the new packaging as well as falling under the newly dubbed Modular Buildings Collection banner. The Police Station continued the annual release of the sets, largely considered to be the epicentre of AFOLs. It was joined by an all-new range of sets dubbed the Botanical Collection. These sets were a great example of the new ‘Adults Welcome’ focus as they provided a set with no play value. Instead, the focus was on the build experience and the ability to display the completed set, something which would form the core of many of the adult-focused sets released in 2021.
The Helmet Collection continued with more iconic Star Wars buckets being displayable sets. They were joined by similar sets from the Marvel universe as well as introducing DC Comics to the mix. Each comes with a display plinth and a similar scale, resulting in a unique but uniform collection of sets.
On the subject of super heroes, we were treated to a new version of the Batman Tumbler but it would be Marvel which would inspire one of the most impressive sets of 2021. The Daily Bugle building was not an impressive sized set that was packed with detail, it featured some amazing Minifigures. Many of whom were making their LEGO debut. For example, Blade and Daredevil are fan-favourite characters who had little chance of appearing in standard Marvel Super Hero sets.
LEGO ART also continued to offer a unique build experience and a means for sharing your love of LEGO in an unusual way. The theme managed to briefly give us a set with the greatest piece count, through the World Map. With over 11,600 pieces and different build options, the World Map helped to attract the attention of LEGO fans and beyond.
Vehicles are a mainstay for the theme previously known as Creator Expert and that continued with a number of sets throughout 2021. These included a Porsche 911 and a new version of the VW Camper Van. But the star of the show and a simply delightful build was the Pickup Truck. Although not inspired by a brand, it still delivered one of my favourite build experiences of 2021. It offers unique build techniques but was complex, repetitive or frustrating.
But it wasn’t just road-based vehicles arriving this year, we also got a brick-built recreation of the Space Shuttle Discovery and the Titanic. The iconic ship may not have the greatest piece count, but it has provided one of the largest sets in terms of scale. It also proved popular with fans as it sold out very quickly and remains difficult to purchase. It’s one of those sets which has appeal beyond the usual LEGO fanbase. Something which is a key aspect of the new ‘LEGO for Adults’.
The LEGO Ideas sets have also taken on the new branding, although they continue to source inspiration from LEGO Fan Designers. Ideas sets released this year include the Medieval Blacksmith, Winnie the Pooh, Home Alone, the Typewriter and a Fender Stratocaster. The theme continues to push the boundaries of the abilities of the LEGO brick, as well as being a way to expand the LEGO product line even further, through new brand partnerships or unusual builds.
Partly fuelled by LEGO Ideas, the key thing to be taken away from 2021 has been the array of unusual builds. These have been possible through the new focus on adult fans. From epic builds such as the Titanic, UCS AT-AT and World Map to objects like the adidas Originals trainer, Typewriter and Bird of Paradise plant. There really has been a set for almost everyone’s taste.
Another trait of 2021, mostly fuelled by the ‘LEGO for Adults’ range, were sets directed at particular fanbases. This included based on cult TV shows such as F.R.I.E.N.D.S., Seinfeld and Queer Eye. The 20th Anniversary of Harry Potter was marked with the Hogwarts Icons set and 25 Years of Super Mario 64, were packed into the Question Mark Block and Winnie the Pooh’s 95th Anniversary was celebrated with the Hundred Acre Woods LEGO Ideas set.
In 2022, the adult-focused sets continue with a Sonic the Hedgehog-themed LEGO Ideas set, along with the latest addition to the Modular Building Collection, which is celebrating its 15th Anniversary. Rumours also point towards a range of sets based on various videogame franchises including Horizon Forbidden West. With the set already released and those still to come, the LEGO adult fanbase is surely set to grow even more in the New Year.
