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8/6/2025, 2:11:38 PM
Everyone likes to point out that the decline of LEGO began with the rise of licensed themes, but you know when it really started to go downhill? Unironically, in 2014 with the release of The LEGO Movie. That film ruined the LEGO brand for good. Sure, it made LEGO the number one toy in the world and massively popular, but that alone is the reason everything went to shit.
Once LEGO started embracing the normies, it all fell apart. We began seeing more sets targeted at older age groups, and they dropped the old 7–14 age recommendation on boxes in favor of 4+, 7+, 10+, etc., just to make “AFOLs” or, let’s be honest, normies, feel more comfortable buying LEGO. That eventually led to the full-on “Adults Welcome” black-box era.
It’s funny, really, the message of The LEGO Movie is the exact opposite of what the company has become. No surprise they ruined the second one.
Once LEGO started embracing the normies, it all fell apart. We began seeing more sets targeted at older age groups, and they dropped the old 7–14 age recommendation on boxes in favor of 4+, 7+, 10+, etc., just to make “AFOLs” or, let’s be honest, normies, feel more comfortable buying LEGO. That eventually led to the full-on “Adults Welcome” black-box era.
It’s funny, really, the message of The LEGO Movie is the exact opposite of what the company has become. No surprise they ruined the second one.
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