👉 Background: Lego is the global toy company founded by a Danish carpenter back in 1932. The name 'LEGO' is actually an abbreviation of the two Danish words “leg godt”, meaning “play well”. In fact, there’s approximately 400 billion lego bricks in the world, which is about 50 bricks per person on Earth.

👉 What happened: Earlier this week, Lego reported 12% growth in revenue for the first half of 2025 to nearly $5.4 billion USD. That growth is well ahead of the global toy market, where sales rose 7%. The reason? Strong sales from their Botanicals and Formula One grand prix range, which brought adult kids back to their nostalgic childhood hobby.

👉 What else: Lego revealed their strong growth is also because parents are investing in non-screen activities for their kids... to take their attention away from the Netflixes and TikToks of the world.

‍What's the key learning?

‍💡The attention economy is the idea that people’s attention is a limited resource and companies and platforms are constantly competing for it. Research shows Aussies spend about 6 hours a day on their phone on average (aka brain rot - Oxford’s 2024 word of the year).

💡But now, we’re starting to see parents try to shift the attention of their children away from brain-rotting devices. So companies like Lego are beginning to compete for children’s time and attention.

💡From 2023 to 2024, Australians actually spent 10% less time on social media and online entertainment. And companies like Lego are benefiting from this huge cultural shift.