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Lego sets its sights on a growing market: Stressed-out adults

Building with LEGO might relieve stress, make you happy, or be just plain fun. Enjoy this DailyFind, love from CW!

Lego, the world’s largest and most profitable toymaker, is zeroing in on a growing demographic: stressed-out adults. The 87-year-old Danish company increasingly bills its brightly colored bricks as a way to drown out the noise of the day and perhaps achieve a measure of mindfulness. The company’s newest kits — which include the Central Perk cafe from the sitcom “Friends” and a vintage 1989 Batmobile — tap into Gen X nostalgia, while its Ideas and Forma lines are being targeted to adults who want to occupy their hands but keep their minds loosely engaged. […]

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