Building memories: the boom of Kidults and collecting in construction toys

In recent years, the construction toy market has undergone a surprising transformation: the protagonists are no longer just children, but adults too. This growing category, often referred to as "kidult", now represents a significant portion of the sector. According to the Financial Times, kidults account for approximately 19% of toy sales in the United States, an 18% increase compared to the previous year (FT.com).

For many, construction sets are not just a pastime, but true collectible, comfort, and display items. Research shows that adult consumers seek premium, detailed products that combine manual skill, design, and emotional value.

Nostalgia and Retro: Building with Memory

Nostalgia is one of the main drivers of the kidult phenomenon. Brands like LEGO have brought classic themes back to life by reinterpreting them in a modern key, but emerging competitors have also focused on iconic anime and cult series licenses (Polygon).
The appeal of narrative universes such as Jurassic Park, Star Wars, Harry Potter, or anime like One Piece and Jujutsu Kaisen awakens childhood memories and translates them into constructions that adults love to collect, assemble, and above all, display.

Comfort and Mindfulness: Building to Relax

Beyond their collectible value, construction sets offer an experience of personal well-being. For many adults, assembling bricks has become a form of mindfulness, a way to slow down and escape daily stress.
A survey reported by the Guardian highlights how parents choose construction toys not only for their children but also for themselves, as an activity that promotes concentration and calm (The Guardian).

Display and Collectibles: From Boxes to Showcases

The display dimension has become central. It's no longer just about building and disassembling, but about displaying: shelves, display cases, and dedicated stands transform sets into pieces of furniture and true aesthetic investments.
The phenomenon is similar to that of action figure or model collectors: construction sets enter homes as design objects and conversation starters.

BRICK1: The Meeting Point for Adult Builders

At BRICK1, we believe that construction play is much more than a pastime: it is a universal language made of creativity, memories, and shared stories. This is why we select sets that combine innovation and nostalgia, designed for both fun and collection and display.

Our goal is to offer not just products, but also experiences: to build, remember, relax, and proudly display one's passion.