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The Guardian - UK
The Guardian - UK
Lifestyle
George Francis Lee

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

Adult Lego Fans gather at the Old London Road Cafe in Kingston. Loretta Piare holds up her completed Lego Cactus.
Loretta Piare holds up her completed Lego cactus, as adult fans gather at the Old London Road Cafe in Kingston. Photograph: Antonio Olmos/The Guardian

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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