Adults seen as key driver to Lego's growth in China

Lego Group is betting on the country's expanding toy market by investing in retail innovation, locally relevant branding and adult-focused products as the Danish toymaker ramps up the next phase of growth.

The company's strategy is reflected in the rising popularity of its sports-themed collections, including its FIFA World Cup 2026 product line, which has attracted interest from consumers beyond its traditional young fan base.

"China remains a strategically vital core market for Lego Group. We have deep roots here and a steadfast long-term commitment," said Maciek Selinski, head of Lego China.

The company is focusing on three priorities in China — optimizing its retail network, developing locally relevant brand experiences and expanding its presence among adult consumers.

China's toy market has continued to grow, creating opportunities for foreign brands. Retail sales of toys, excluding trendy toys, reached 103.53 billion yuan ($15.30 billion) in 2025, up 5.8 percent year-on-year, said the 2026 White Paper on the Development of China's Toy and Baby Products Industry released by the China Toy and Juvenile Products Association.

Euromonitor International said the construction toy category in China — which includes Lego toys — is expected to grow in retail value from $2.5 billion in 2025 to $2.86 billion in 2028.

A key driver of future growth is the expanding adult consumer segment. While children under 10 still account for more than 65 percent of global toy sales, their share is gradually declining as older consumers assume a larger role, said market research firm Circana. Adults are becoming an increasingly important customer base as consumers seek products that support creativity, relaxation and self-expression.

Lego Group's latest Play Well Report found that 76 percent of adults want to spend more time on creative activities to help them unwind, reinforcing the company's push to broaden its appeal beyond children.

"We are consciously building an all-ages brand," Selinski said. "Our mission to inspire and develop the builders of tomorrow applies to adults as much as children."

Lego Group plans to expand its adult-focused portfolio through products such as the Botanicals Collection and Technic, while also using global partnerships with Formula 1 and the FIFA World Cup to reach new audiences. The company is preparing targeted brand experiences and retail innovations for adult consumers in the second half.

Selinski said Lego Group's FIFA World Cup 2026 campaign generated strong engagement on Chinese social media and contributed to sales growth across its soccer-themed portfolio, and not just its World Cup-related merchandise. The company sees soccer as a major passion point for connecting with Chinese consumers.

Lego Group is also expanding its Formula 1 partnership following promotional activities such as the recent British Grand Prix at Silverstone, where Formula 1 drivers participated in a parade featuring Lego-built cars. The company believes such collaborations can create broader cultural relevance beyond traditional toy marketing.

"If you define the toy market broadly to include adults, the growth opportunity is significant," Selinski said. "Consumers increasingly want products that bring joy, creativity and meaningful leisure time."

The company has spent the past decade building its presence in China. Since opening its first branded store in Shanghai in 2016, Lego Group has expanded to more than 400 branded stores across nearly 120 Chinese cities. Its investments have also included the opening of Legoland Shanghai Resort last year and the development of local manufacturing capabilities.

The company's retail strategy is shifting from rapid expansion toward creating differentiated consumer experiences. The branded retail stores in major cities serve as immersive destinations, while community stores and smaller-format locations help extend the brand's reach into lower-tier cities.

Lego Group is also developing new retail formats, including a smaller-format and innovative pop-up store concept designed for adult consumers later this year.

At the same time, the company is investing in an omnichannel strategy that integrates physical stores with digital platforms. Lego Group is developing online-exclusive product launches and optimizing direct-to-consumer platforms to extend the brand experience beyond physical locations.