Vol. 87: LEGO: Romancing grow ups 💐

Expanding outside the toy aisle:

It’s a tricky task for a single brand to target both children and adults with the same product. 

A few brands have found the sweet spot, though. Barbie did it with self-aware pink. Play-Doh did it with a fragrance line (seriously). And in 2024, LEGO did it with flowers. 

This week, Case Studied explores how LEGO garnered 94% YoY global sales growth during a Valentines Day campaign .

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The Brief:

LEGO isn’t just for kids anymore. In fact, in 2020, the company formally launched its “Adults Welcome” line along with a corresponding campaign. It promoted LEGO sets that were designed for grown-ups, made of figures like bonsai trees, typewriters, and architectural landmarks.

While this line attracted a sizable following, especially among hobbyists, there was still a lingering perception issue of LEGO being for kids. To change that, the toy company set out to reach a new audience of adults who didn’t necessarily see themselves as “LEGO people”—and do it without abandoning the playfulness that defines the brand.

So rather than selling a LEGO set, the brand decided to launch something else entirely: a high-end flower shop.

The Execution:

The Le Florist campaign was created by the LEGO Group’s in-house creative agency, LEGO Agency. 

It was a fully integrated brand experience that launched globally but the centerpiece activation was in London, where LEGO’s Battersea Power Station in Soho was transformed into a pop-up flower boutique, called Le Florist. 

Regarding the decision to target that specific storefront, Amy Pearson, LEGO’s Director of Retail Experience and Marketing in WE and REEMEA, said, “It’s quite a unique shopping centre… What we wanted to achieve fit well with this venue. It has that high-end, premium feel and because the mall is so wide and open, we had additional space to use, not limited to just the shop front. This execution also needed to be undercover.”

At first glance, Le Florist looked like something out of a luxury magazine—a high-concept florist with a minimalist exterior, muted tones, and chic signage. But on closer inspection, every bouquet in the shop was made from LEGO bricks.

The shop offered 1:1 consultations, curated “bouquets” based on mood and style, and branded materials that mirrored the tone of high-end florists. Even the name—Le Florist—was a cheeky riff on the French-inspired naming conventions of luxury beauty and fashion brands. The flowers on display included LEGO Wildflower Bouquets, LEGO Cherry Blossoms, and LEGO Lotus Flowers. And to top it all off, Made in Chelsea reality TV stars (and newlyweds) Sophi Habboo and Jamie Laing came by the shop and interacted with customers.

With Le Florist opening at the London store on February 3-4, LEGO also launched a Flower Cart nearby, which stayed open until February 19th to continue driving visits, content, and traffic. The brand conducted local media interviews, launched global social content, and even partnered with a Bachelorette contestant to give them a highly coveted rose.

The Results:

Coverage of Le Florist across print, online, and social platforms totalled 1.1 billion in earned global reach. Media sentiment was 100% positive and LEGO dominated flower searches during the launch period without paid search. 

The activation video racked up 4.2 million views on TikTok, with 4.6 million impressions on talent paid social. According to Google Trends, LEGO flowers were the top searched Valentine’s flower in the U.S. LEGO Roses specifically increased by +592% and the brand achieved 94% YoY global sales growth during the campaign period. 

@lego

What do you call a florist who builds LEGO flowers? Le Florist 🤌 #LEGO #LEGOFlowers #LEGOBotanicals

What’s more? The brand brought back the Le Florist campaign again in 2025, with a Le Florist Flower Truck that toured the globe “celebrating all forms of love—from soulmates and besties to favorite colleagues and self-lovers.”

Key Takeaways:

1)  Reframe perception by changing the setting.

LEGO didn’t just tweak its packaging or ads to appeal to adults, it shifted the entire context. By building a flower shop instead of a toy aisle display, they changed the way adults encountered the product in the first place. The brand moved LEGO out of the playroom and into an aspirational, grown-up space, without losing what made it special.

When your brand is facing a perception gap, think about where and how people are encountering it. A new setting can be more powerful than a new slogan. Ask: what kind of environment would make your product feel like it belongs to the audience you’re trying to reach?

2)Show before you tell.

Rather than simply declaring LEGO is for adults, the brand created a space where that message became self-evident. The shop didn’t rely on signage or slogans. It let the experience do the work.

If your message needs to change, think beyond ads. Can you create an experience where the audience can feel the shift before they read it? Show them what’s new without having to say “we’ve changed.”

3) Expand the brand by borrowing the codes of another.

Le Florist worked because it understood the visual language of luxury florists—neutral palettes, serif fonts, elegant product styling—and used it faithfully. But instead of parodying that language, it used it sincerely, with just enough tongue-in-cheek to keep things playful.

When you’re trying to reach a new audience, consider which brand aesthetics already speak to them. Then figure out how to blend that code with your own identity in a way that feels both unexpected and authentic.

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