Sales of adult LEGO sets bloom at John Lewis ahead of Valentine’s Day

• Sales of adult LEGO are up +33% on last year as adults crave nostalgia from their youth 
• Floral constructions proving popular in lead up to Valentine’s day
• LEGO art lines also selling well, as people practise mindfulness

Sales of highly complex LEGO, aimed at those aged 18 and over, are blooming at John Lewis. Searches are up +51% on last year, while sales are up +33%.

Complex floral and plant constructions are proving particularly popular ahead of Valentine’s day - perhaps showing that customers are building their relationship through gifts with a difference. 

Most popular 

Three of our top five most popular LEGO products on JohnLewis.com at the moment are floral constructions. At the top of customers’ Valentine’s Day gift lists is the LEGO Orchid, closely followed by the LEGO Bonsai Tree and Flower Bouquet.

Ben Billingsley, Toy Merchandiser at John Lewis, said: “As we approach Valentine’s Day our customers are still intending to say it with flowers, but not quite in the way you’d expect.  

“Sales of our floral LEGO sets are already up +13% on last year and - with a 20% off promotion running until 15th February - we expect sales to continue to build, with these sets providing the perfect building blocks for any relationship.” 

Sense of nostalgia

Many will remember receiving their first LEGO set - the excitement and joy not only on their own face, but also on the faces of parents and grandparents, who could not withstand the temptation to get involved. 

With the new Barbie movie set to be released later this year and the recent success of Marvel films such as Batman, it seems adults are craving nostalgia from their youth. 

The art of mindfulness

Our LEGO art lines such as the Vincent van Gogh - The Starry Night set are also proving popular with adults looking for a creative way to relax and switch-off from their busy lives. 

The set consists of 2316 LEGO pieces, capturing all the iconic swishes and swirls of its real-life counterpart, giving builders a chance to create a spectacular talking point and centrepiece to hang on their walls. 

Ben Billingsley explained: “LEGO isn’t just for kids. In fact, the more complex sets can really focus the mind, helping people unwind and relax after a stressful day - similar to the trend for grown up colouring books.”

Notes to Editors

Sales value for December 2021/January 2022 compared to December 2022/January 2023.