LEGO conquers the hearts: More and more young women are building!

LEGO conquers the hearts: More and more young women are building!

Österreich - The world of Lego has experienced a real boom in recent years. New figures from Digitec Galaxus show that a significantly growing proportion of young women and adults, especially under 35, indicates the handicraft fun. The proportion of this age group has tripled in Lego sales since 2019 and is now impressive 19 percent for the 25- to 34-year-olds. This is illustrated by the increasing popularity of Lego among women: their share in buyers rose from one third to 47 percent. The Botanical series in particular seems to be well received by female fans, while other providers such as Moulder King and Cada focus more on a male audience, as The Danish Toy manufacturer LEGO has also focused on diversity and inclusion, which is shown in a new approach for its products and marketing strategies. Lego announced a partnership with the Geena Davis Institute on Gender in Media and Unicef to ensure that their advertising and products address a wider target group, especially women and girls. These changes are part of a fundamental strategy to avoid gender stereotypes, as mentioned on womensbrickinitiative.com . In addition, the Women’s Brick Initiative wants equality and diversity to continue to be promoted in future products and in advertising.

The popularity of Lego is also evident in the search queries before Christmas, with sets such as the Harry Potter Hogwarts lock and the orchids in the flowerpot, especially in the trend. This tendency reflects the growing interest of the adults that LEGO not only see as a children's toy, but also discover as a creative leisure activity. The prices for the sets have also dropped, which makes them more attractive for younger buyers: more attractive inside. Overall, the Lego market experienced historical sales this year, with three times as many sets sold as in 2019.