The LEGO Group is now directly welcoming older customers on their shopping website. They’ve known for years that Adult Fans Of LEGO (AFOL) make up a noticeable portion of their customer base, and have been encouraging it for years through a number of programs. It would appear they are trying to let their older customers know that it is OK to be an adult and enjoy their products. In fact, they want adults to know that a number of products are being made specifically for them, and not just for kids.

As an AFOL myself, I’ve heard many stories from fellow AFOLs about meeting other adults with an enthusiasm for LEGO who thought they were oddballs only to find out by chance there are entire communities of adult builders working together through things like LEGO User Groups. It makes sense for The LEGO Group to make a push and let these customers know they aren’t alone.