LEGO for adults launches with late night events

LEGO Lates teams up with influencers to promote the power of play and help adults relax, after 86% of adults said play helps them unwind from work.

LEGO Group research shows that over 93% of adults globally are stressed and 80% are looking for new ways to relax.

With 92% of adults stating that activities related to their interests help them unwind, the LEGO Group has launched the LEGO Lates series of after-hours events in LEGO stores, pairing talks, performances and fashion shows with LEGO building activities.

The ticketed events launch this October, in partnership with BAFTA Masterclass in London, Universal Music Group in New York, and with cultural influencers including renowned fashion designer Grace Chen in Shanghai.

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, according to the research. In addition, 92% believe that activities related to their hobbies and interests help them relax.

Genevieve Cruz, Head of Product for the Adults audience at the LEGO Group, said: “The LEGO Group has championed the importance of quality, creative play for nine decades now, but LEGO building isn’t just for children. 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.”

LEGO Lates: London, Shanghai to NYC

The inaugural LEGO Lates will kick off in the LEGO Store Leicester Square, London on 4th October with a focus on the film and TV industry. The event will feature BAFTA-winning costume designer and BAFTA Breakthrough participant PC Williams, who will talk about her passion for creativity and recent projects including the television series We Are Lady Parts (2021) and The Baby (2022).

The series will then move to the LEGO Store in Shanghai on 19 October, in partnership with Grace Chen. At the event, she’ll talk about her design approach, followed by a couture fashion show of her signature pieces specially curated for LEGO Lates.

The final event will take place at the LEGO Store, 5th Avenue, New York City on 20 October, where the LEGO Group will partner with Universal Music Group to host acoustic performances from GRAMMY Award nominee Skip Marley, grandson of reggae legend Bob Marley, and Dora, who has recently supported Billie Eilish on tour.