{"id":78441,"date":"2026-03-23T15:23:26","date_gmt":"2026-03-23T15:23:26","guid":{"rendered":"https:\/\/sheffieldwire.co.uk\/?p=78441"},"modified":"2026-03-23T16:22:23","modified_gmt":"2026-03-23T16:22:23","slug":"backing-the-brick-over-digital-tech-lego-surges-in-popularity-with-all-generations","status":"publish","type":"post","link":"https:\/\/sheffieldwire.co.uk\/index.php\/2026\/03\/23\/backing-the-brick-over-digital-tech-lego-surges-in-popularity-with-all-generations\/","title":{"rendered":"Backing the brick over digital tech: Lego surges in popularity with all generations"},"content":{"rendered":"\n

A new generation of “kidults” and full-time professional traders flocked to Sheffield on Sunday, proving that the plastic brick is not just surviving- it\u2019s thriving.<\/p>\n\n\n\n

Traders, builders, young children and adults of all ages attended the sold-out Sheffield Brick Festival<\/a> at Ponds Forge Leisure Centre, to partake in all things Lego<\/a>.<\/p>\n\n\n\n

In an age of technology, there is still a clear appetite for physical activity and interactive play, for people of all ages.<\/p>\n\n\n\n

Among the familiar sound of shuffling Lego bricks and kids yelling between stands, there was serious business happening as haggling traders hunted for lucrative deals. <\/p>\n\n\n\n

Patrick Emeny, 18, a college student from Doncaster, was working on the pick n\u2019 mix stand where, for \u00a38, anyone can sift through buckets of Lego and take what they want, as long as it fits in a pint-sized cup.<\/p>\n\n\n\n

He says: \u201cIt\u2019s great to see young and old coming together, it really bridges the gap between the generations.\u201d<\/p>\n\n\n\n

Two different parents sifted through Lego for their children while a few men looked for any \u201chidden gems\u201d to add to their collection.<\/p>\n\n\n\n

Dan, 26, a collector, says it’s like \u201ctrying to find a diamond in the rough”.<\/p>\n\n\n\n

The Sheffield chapter of the Brick Festival is one of five this month, along with others in London, Bournemouth and Weston-super-Mare.<\/p>\n\n\n\n

It was Mr Emeny\u2019s second event as he balances his A-levels with his Lego hobby.<\/p>\n\n\n\n

He is part of a growing demographic within the Lego consumer base as he has maintained his hobby up through his childhood and while taking his A-levels and gaining his driver’s license.<\/p>\n\n\n\n

\"\"
Patrick at the pick n mix stand.<\/figcaption><\/figure>\n\n\n\n

A report by the British Toy & Hobby Association<\/a> said that the \u2018kidults\u2019 (ages 12+) now contribute \u00a31 for every \u00a33 in the toy industry.<\/p>\n\n\n\n

Lego sales increased by 16% in 2025, the same year that the toy industry saw its’ first growth in years.<\/p>\n\n\n\n

There was a 25% increase in more complex \u201cbuilding sets\u201d such as Bionicals and Formula One which are catered towards adult audiences.<\/p>\n\n\n\n

There were many different activities at the festival, including vintage Lego video games and speed-building competitions.<\/p>\n\n\n\n

One of the first points of contact at the entrance was the charity tombola which guaranteed a minifigure to each participant. <\/p>\n\n\n\n

All the funds went to the charity partner, Roald Dahl\u2019s Marvellous Children Charity<\/a> which provides specialist nurses to children with the most serious and complex conditions in the UK.<\/p>\n\n\n\n

The festival also offered builders the opportunity to show-off their designs to a wider audience.<\/p>\n\n\n\n

Thomas, 35, is a seller from Latvia, targeting individual bricks and sets that have a high profit potential.<\/p>\n\n\n\n

He trades on BrickLink<\/a>, the world\u2019s largest online marketplace for buying, selling and designing Lego sets.<\/p>\n\n\n\n

Thomas, explained that alongside it being his full-time job, he also builds custom Lego sets and minifigures.<\/p>\n\n\n\n

\u201cI get inspired by many things, sometimes it\u2019s a movie or as little as one tiny Lego piece,” he says.<\/p>\n\n\n\n

\"\"
Thomas with his minifigure collection builds.<\/figcaption><\/figure>\n\n\n\n

\u201cDays like today are for building community, based around Lego, for people to interact with each other, share contacts and tips and tricks.\u201d<\/p>\n\n\n\n

Many of the traders travel around the country, attending events such as these, to put a face to their mostly online businesses.<\/p>\n\n\n\n

Thomas Derbyshire, 38, is the founder of Beanbay bricks<\/a>, a company that trades on BrickLink.<\/p>\n\n\n\n

\"\"
Thomas Derbyshire with his collection.<\/figcaption><\/figure>\n\n\n\n

Based in Lancashire, he attends events like these and prioritises selling lower-cost items.<\/p>\n\n\n\n

\u201cToday it\u2019s been some of the smaller sets, because of the current financial situation, people are going for the five-pound-sets and the minifigures,” he says.<\/p>\n\n\n\n

\u201cI always enjoy it, from the young kids to the elderly. If we can provide them with something that they\u2019ve been after for a long time, it\u2019s great, that\u2019s why we do it.\u201d<\/p>\n\n\n\n

While families often target smaller sets, professional and seasoned traders are happy to invest in high quality sets that often exceed their original value.<\/p>\n\n\n\n

Online, the sets with the highest prices are often big names including Star Wars and Indiana Jones. <\/p>\n\n\n\n

Trending sets, such as Stranger Things, see a particularly strong markup, with a trader at the festival saying one of his retired sets had increased in price from \u00a3300 to \u00a3700.<\/p>\n\n\n\n

Those sets which are no longer sold by Lego can see a significant mark-up as their supply is limited and their exclusivity is increased.<\/p>\n\n\n\n

Unopened or ‘sealed\u2019 sets also carry value as it is assured that no sets are missing pieces and quality is assured. <\/p>\n\n\n\n

According to the BrickEconomy, the \u2018sealed premium\u2019 adds 70% value to the set.<\/p>\n\n\n\n

Another trader says: \u201cIt\u2019s just the same as Pokemon or baseball cards, except it takes up a lot more room in the house than a filing cabinet does.\u201d<\/p>\n\n\n\n

The most expensive advertised price on the day was \u00a3780 for the retired, Lego Star Wars, Death Star.<\/p>\n\n\n\n

\"\"
Lego Death Star price.<\/figcaption><\/figure>\n\n\n\n

An alternative Lego product was provided by Brickbybrick23<\/a>, a company that produces personalised Lego brick photo blocks, primarily sold as gifts.<\/p>\n\n\n\n

Katie Benn, 30, from Middlesborough, founded the company with her partner, Steven, and they recently made the move to commit to the company full-time.<\/p>\n\n\n\n

\"\"
Steven with the Brickbybrick23 stand.<\/figcaption><\/figure>\n\n\n\n

\u201cIt started as a hobby a couple of years ago and then we took the leap to go full-time and now we love it. It\u2019s great fun, we get to build Lego every day,\u201d she says.<\/p>\n\n\n\n

Ms Benn explained how the events had expanded their client base with the in-person stand acting as a promotional tool.<\/p>\n\n\n\n

\"\"
Roald Dahl’s charity tombola<\/figcaption><\/figure>\n\n\n\n

As the phenomenon of festivals becomes more popular for everything from podcasting to sports, it is clear, the Lego community is hopping on this trend, determined not to be left behind.<\/p>\n\n\n\n

With a generation growing up isolated and over-reliant on technology, Lego offers an alternative and a chance for connection, away from screens and towards building together.<\/p>\n","protected":false},"excerpt":{"rendered":"

A new generation of “kidults” and full-time professional builders flocked to Sheffield on Sunday, proving that the plastic brick is not just surviving- it\u2019s thriving.<\/p>\n","protected":false},"author":248,"featured_media":78513,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[46,1],"tags":[],"class_list":["post-78441","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-long-reads","category-uncategorized"],"yoast_head":"\nBacking the brick over digital tech: Lego surges in popularity with all generations - Sheffield Wire<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sheffieldwire.co.uk\/index.php\/2026\/03\/23\/backing-the-brick-over-digital-tech-lego-surges-in-popularity-with-all-generations\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Backing the brick over digital tech: Lego surges in popularity with all generations - 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