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Today — 18 October 2026Main stream

WSJ - Business
How Lego Is Getting More Adults to Tinker With Their Toy Bricks 18 October 2026 at 16:00

How Lego Is Getting More Adults to Tinker With Their Toy Bricks

By: Saabira Chaudhuri

18 October 2026 at 16:00

Marketing chief Julia Goldin says Lego is creating buildings sets around passions that cross demographic boundaries, such as gaming and Formula One.