In the small Danish town of Skærbæk, not far from Billund where the LEGO Group was founded in 1932, more than 1,000 adults from 36 countries have come together for a weekend devoted entirely to the plastic brick. The Skærbæk Fan Weekend, organised by enthusiasts, has become a pilgrimage site for Adult Fans of LEGO, or AFOLs, who build original creations, swap rare pieces, and simply enjoy being among people who share their obsession.
“It's a place where AFOLs come together, no matter where they come from, no matter which language they speak, no matter what they believe in,” said Stephan Sander, co-organiser of the event. “They have just one thing in common and that's the love for the brick.”
The gathering reflects a broader shift in the toy industry, where adults are increasingly buying toys for themselves. Market research firm Circana says nearly 40% of European consumers bought a toy for themselves or another adult in 2025. The phenomenon has a name: “kidults,” a portmanteau of “kid” and “adult.”
From basement hobby to mainstream pastime
For decades, adults who played with LEGO often kept it quiet. Didier Bruel, a 66-year-old French retiree, remembers a time when he would avoid telling colleagues what he did on weekends. “I would be careful not to say that I was doing my LEGO in my basement because they would have looked at me as a bit [of a] bizarre guy,” he said.
That stigma has faded, thanks in part to cultural moments like The LEGO Movie and the television programme LEGO Masters. “You become kind of a star, right? So it's completely different in the last 20 years,” Bruel said.
The pandemic lockdowns also played a role, giving many adults time to rediscover the calming, hands-on satisfaction of building. Industry insiders say the trend is not a passing fad. “This is not a fad, this is really a long-term trend,” said Frédérique Tutt, global toy industry advisor at Circana. “Adults and teenagers are proud of saying 'I am collecting, I'm buying toys, aren't you?'”
LEGO has responded with sets designed specifically for grown-ups, from elaborate architectural models to licensed collaborations. Tutt points to the company's Formula 1 line and a Spice Girls set as examples of how LEGO targets different passions. “LEGO is targeting every single passion point you might have,” she said.
The strategy is paying off. LEGO reported a net profit of around €1.15 billion in the first half of this year, up 32% from the same period in 2024. The company, which remains family-owned and headquartered in Billund, has seen strong demand across Europe and beyond.
The “kidult” trend extends well beyond LEGO. Adults are also snapping up plush toys, Hot Wheels cars, Barbie dolls, and other collectibles. Toymakers across the continent are adjusting their product lines to cater to this older demographic, often with premium pricing that far exceeds a child's pocket money.
For the fans gathered in Skærbæk, the weekend is about more than commerce. It is a chance to connect with a global community that speaks a universal language of bricks. As Sander put it, the event welcomes everyone “no matter where they come from, no matter which language they speak.”
Denmark's role as the birthplace of LEGO remains central to the brand's identity, and the country has become a hub for adult fans. The Skærbæk event is one of several fan gatherings held across Europe each year, but its proximity to Billund gives it a special significance.
As the toy industry continues to court adult buyers, events like this are likely to grow. For the AFOLs, the weekend is a reminder that a hobby once hidden in basements is now something to celebrate openly.
