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Lego's latest set targets stressed adults

Jesus Diaz

November 14, 2018 |

FastCompany |

Text |

Under 800 Words

Response Location: Denmark

The Danish Lego company knew adults played with Lego, but rarely bought the kits for themselves. So the brand designed sets especially for more mature brains—to reduce stress and increase creativity. The kits emphasize design control and are more complex than sets for younger users. The company used crowd funding to bring kits to market rapidly.

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