LEGO® Adults Welcome Catalog
The first-ever LEGO® catalog designed exclusively for adults! This premium catalog served as a test to engage an emerging audience, sparking excitement among loyal fans while attracting a new generation of LEGO enthusiasts to the brand.
Objective
As interest in the adult market grew, we saw an opportunity to create a more elevated, coffee table–style catalog tailored to their interests—distinct from our kid-focused offerings. This premium test catalog targeted adults 18–45, focusing on those who had previously purchased 18+ sets.
Using that audience as a model, we built a Prospect group to recruit new shoppers. Featured sets were chosen based on inventory, forecast, age fit, and passion points.
Current Shop at Home Catalog design
Approach
Having worked on the current Shop at Home catalog for five years, I was tasked with creating the direction for this new catalog. The goal was to adopt a bold, mature tone, anchored by a refined black aesthetic. Lead with aspirational lifestyle photography that shows scale and display context as well as spotlight the relaxing build experience. This would be distinct from illustrated backdrops of the existing catalog.
Early concepts used LEGO’s red and yellow but shifted to a clean black-and-white aesthetic. I explored giving full spreads for multi-build sets to showcase value and encourage buying multiples, however this was passed on with the priority of including more sets.
Final Design
The result is a sleek, contemporary catalog designed to feel mature and aspirational. Lifestyle photography highlights scale and context, showing how LEGO fits seamlessly into the home.
Printed on thick stock with a Soft Touch cover, it features spot varnish on the logo and white foil on Adults Welcome for a premium finish. Clean, concise copy streamlines product details, while a gatefold opener with a letter is thoughtfully paired with the Typewriter set to add emotional and thematic resonance.
Outcome
The catalog launched in the U.S. on July 20, 2021, with 100K copies sent to high-value shoppers and 250K to new prospects modeled on adult buyer data. The campaign drove increased traffic to LEGO retail channels and earned strong media and social coverage.
The overwhelmingly positive reception elevated brand perception and helped position LEGO as a premium offering—leading to its continuation as an annual release, with smaller versions featured in key holiday catalogs.
