‘It’s therapy by stealth’: the adult fans helping Lego build its billions in sales

A growing number of people are rediscovering their love of plastic bricks in later life and boosting the Danish company’s bottom line In a cosy cafe in Kingston upon Thames on the outskirts of London, nine people gather in the early evening to drink and talk.

To the casual observer it may look like a book club, but when the friends reach into their bags it’s not paperbacks they produce – but packs of Lego.

Geoff Lay, who organised the gathering, worked in software development before recently starting Noble Brick, a Lego-focused events organisation.

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