Tag Archives: Genevieve Capa Cruz

LEGO’s new adult product strategy: Why LEGO is retiring Creator Expert [Feature]

It’s not a secret that LEGO is not just for kids. Adults and even seniors all around the world build LEGO sets with their kids and grandkids, as well as themselves. For many, the hobby of building with plastic bricks is one of the few ways to escape the stress of the modern world. In its pursuit of new consumers, LEGO has recently announced that it is making some considerable changes to its portfolio, including retiring particular themes that have historically been popular with adult builders and collectors. One of the adult-oriented product lines that LEGO has announced that it is retiring is the LEGO Creator Expert theme. However, that doesn’t mean that LEGO sets for adults are going away.

The Brothers Brick participated in a discussion with Genevieve Capa Cruz, Audience Marketing Strategist Director within the LEGO Company’s Product Group Marketing team, to learn more about the new LEGO Adult Portfolio, focused on the 18+ audience. Genevieve told us about the barriers that the new approach is set to overcome and the changes to the products that we can already see in several lineups.

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