The Lego Group has unveiled a serious of adult-only after-hour events in partnership with BAFTA Masterclass, Universal Music Group and Grace Chen.
The events will take place in Lego stores worldwide, with locations including London, New York and Shanghai, and will pair creative Lego building activities with insightful talks, performances and fashion shows.
The aim of this launch is to inspire customers and show how Lego building can help adults relax and find their flow.
This follows global research from the group, which found 93% of adults are stressed, and 80% are looking for new ways to relax.
However, when it comes to unwinding, 86% of adults said play helps them unwind from work, while 89% said it keeps them mentally sharp – and 86% listed it as a fun activity to do with friends.
Some 92% added that activities related to their hobbies and interest help them relax.
To receive more marketing news just like this subscribe to our FREE daily newsletter
“We’re delighted to launch the Lego Lates series of events. The LEGO Group has championed the importance of quality, creative play for nine decades now, but LEGO building isn’t just for children,” Lego Group head of product for the adults audience Genevieve Cruz said.
“Getting creative with Lego bricks helps adults to relax, feel creative and get a real sense of achievement, it transcends age, and has benefits for builders both young and old. The Lego Lates series of events have been designed to help inspire adults to take the time to reconnect with old friends, make new ones and explore a new hobby.”
The inaugural event takes place in London on 4 October with a focus on the film and TV industry, moving over to Shanghai on 19 October and finally New York on 20 October.
