// John Lewis sales of adult Lego toys rise 33% ahead of Valentine’s Day
// Searches for highly complex Lego sets aimed at those aged 18 and over, are up 51% on last year
John Lewis has reported that sales of Lego aimed at adults have risen by 33% ahead of Valentine’s Day.
Searches for highly complex Lego sets aimed at those aged 18 and over, are up 51% on last year.
Sets with a floral or plant design are proving particularly popular ahead of Valentine’s Day, which the department store chain suggested showed that customers are “building their relationship through gifts with a difference”.
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John Lewis said three of its top five most popular Lego products on its website at the moment are floral constructions.
At the top of customers’ Valentine’s Day gift lists is the Lego Orchid, closely followed by the Lego Bonsai Tree and Flower Bouquet.
John Lewis toy merchandiser Ben Billingsley said: “As we approach Valentine’s Day our customers are still intending to say it with flowers, but not quite in the way you’d expect.
“Sales of our floral Lego sets are already up 13% on last year and – with a 20% off promotion running until 15 February – we expect sales to continue to build, with these sets providing the perfect building blocks for any relationship.
“Lego isn’t just for kids. In fact, the more complex sets can really focus the mind, helping people unwind and relax after a stressful day – similar to the trend for grown up colouring books.”
