Lego is leaning into the $6.7 billion ‘kidult’ economy, through collabs with F1 and Pharrell Williams

• Lego on Thursday announced and released new F1 and ‘Dune’ ranges.
• The toymaker is leaning into the ‘kidult’ trend, as part of a plan to grow its audience.
• Catering to ‘kidults’ brings more actual kids to Lego, its CMO Julia Goldin says.

The “kidult” economy is taking off and Lego considers itself the trendsetter. “We are noticing a shift, but we are also driving it,” Lego Chief Product and Marketing Officer Julia Goldin told Business Insider of the “kidult” trend.