Brands don’t need to win over everyone. They need to win with the right communities — the passionate niches, the overlooked segments, the superfans — allowing them to unlock new relevance and loyalty. This series explores the brands doing it best, starting with Lego and its engagement of the adult fan community (AFOLs).
Spotting a new audience: How Lego discovered AFOLs
Five years ago, Lego realised that an increasing volume of adults were buying Lego products for themselves. This presented a real opportunity for the brand: a new market with different motivators, interests and budgets.
Adapting the offering: Black boxes and botanical builds
To meet this audience where they were, Lego didn’t just keep marketing the same sets. It created dedicated ranges designed with adults in mind — more intricate builds, architecture sets, movie tie-ins, even chic botanical collections. The packaging also shifted to signal that it was for grown-ups: sleek black boxes that signal sophistication and make the product feel more like a premium hobby or collectible than a children’s toy.
Co-creation in action: What is Lego Ideas?
Lego adapted its offering in two smart ways: by listening and by elevating. With the launch of Lego Ideas, adults could submit concepts for new sets (from pop culture tributes like Backstreet Boys: I Want It That Way, to nature-inspired designs such as The Life of Koi). The community then votes on which projects they want to see produced, giving fans a direct hand in shaping the brand’s future.
Turning fans into partners: The Lego Ambassador Network explained
Beyond the products themselves, Lego nurtures its global fanbase through the Lego Ambassador Network (LAN), collaborating with community leaders and supporting grassroots groups both online and in real life.
Lego didn’t stop at products — they built bridges with niche communities. Through LAN, the company formally recognises and supports the most active adult fan-led communities, from online forums and fan media to in-person local groups. These groups don’t just connect with each other — they connect directly with Lego, sharing feedback, ideas, and co-hosting brand events.
LAN also powers what Lego calls AFOL Networking Events — multi-day gatherings around the world where adult fans showcase their MOCs (My Own Creations), host workshops, and mingle with Lego staff, superfans and creators. Events like BrickCon in the U.S. and Skærbæk Fan Weekend in Denmark aren’t just shows, they’re co-created fan celebrations that fuel community excitement and brand loyalty.
By creating a framework for fan involvement, Lego turns passionate niche communities into brand partners, not just audiences, and embeds itself authentically in the culture it serves.
It’s all paying off: The results of Lego’s community marketing strategy
Lego’s focus on its adult fan community has transformed the brand. In just five years, adult self-purchasers have grown from 5% to 25% of total sales — proof that listening to a passionate niche can pay off in a big way. And it’s not just revenue. The Lego Ambassador Network now has more than 300 live events planned worldwide.
The lesson for marketers? Communities don’t just create buzz — they create lasting value. By staying approachable, open and genuinely collaborative, Lego has turned fans into advocates and customers into co-creators. That’s the kind of community engagement every brand should aspire to.
FAQ: Lego and Community Marketing
What does AFOL mean in Lego communities?
AFOL stands for Adult Fan of Lego. It’s the term used for grown-up fans who collect, build, and often design their own creations. This group has become one of Lego’s fastest-growing audiences.
What is Lego Ideas and how does it work?
Lego Ideas is a platform where fans can submit their own set designs. The community votes on their favourites, and if a project hits 10,000 votes, Lego reviews it for possible production as an official set.
What is the Lego Ambassador Network (LAN)?
The Lego Ambassador Network is Lego’s official program for recognising and supporting fan groups, online communities, and fan media. It gives these communities direct contact with Lego, access to resources, and opportunities to collaborate on events.
What are AFOL Networking Events?
AFOL Networking Events are fan conventions supported by Lego, such as BrickCon in the U.S. and Skærbæk Fan Weekend in Denmark. They bring adult fans together to showcase builds, run workshops, and connect with other fans and Lego staff.
Why did Lego create black packaging for adult sets?
Lego introduced sleek black packaging to make adult-focused sets feel more premium. The design helps distinguish them from children’s products and signals that they’re aimed at collectors and hobbyists.
How much of Lego’s sales now come from adults?
Adult self-purchasers have grown from 5% of Lego’s sales to 25% in just five years — showing the huge impact of engaging with this community.
What can other brands learn from Lego’s community strategy?
The key lesson is that communities already exist — brands don’t have to invent them. By recognising, supporting, and co-creating with niche groups, companies can build deeper loyalty and turn fans into true advocates.
