LEGO Certified Stores India, through myBrickHouse, concluded LEGO Collector’s Week 2026, a two-week campaign focused on India’s growing community of Adult Fans of LEGO (AFOLs). Running from May 1 to 15, the initiative marked the first dedicated campaign in India designed specifically for adult collectors and builders, positioning LEGO beyond play and into the broader spaces of fandom, creativity and self-expression.
The campaign reflected the changing role of LEGO sets within India’s collector culture, where products are increasingly viewed as display pieces and creative expressions rather than children’s toys. LEGO Collector’s Week aimed to acknowledge and celebrate this shift by centring the campaign around adult collectors, their stories and their personal relationships with the brand.
The initiative represented a strategic evolution in how LEGO Certified Stores India engaged with consumers in the market. Rather than focusing solely on play-based communication, the campaign highlighted themes such as collector identity, display culture, craftsmanship and community participation. The effort also brought mainstream visibility to India’s AFOL community, which includes architects, engineers, designers and creators who engage with LEGO as a creative and collectible medium.
At the centre of the campaign was a community-first storytelling approach. The campaign featured spotlight content focused on real collectors and their building journeys, showcasing the sets that introduced them to the hobby, the builds they spent months completing and the curated displays that formed part of their personal spaces. These narratives were amplified through creator-led digital collaborations and social-first content tailored to collector culture.
Digital strategy played a significant role in the campaign rollout. LEGO Collector’s Week leaned heavily into platform-native storytelling and visual content associated with collector communities, including shelf displays, boxed collections and showcase-style photography. Community-generated stories and creator partnerships helped extend engagement online, while conversations around favourite sets and personal collections encouraged participation from wider fan communities.
Alongside content and community engagement, the campaign incorporated several consumer-focused retail experiences. During the campaign period, LEGO Certified Stores offered discounts of up to 40% on selected sets, cashback offers, double loyalty points, gifts with purchase and launch promotions linked to new and high-demand releases. The combination of exclusive launches and promotional offers was designed to create urgency and encourage in-store participation among collectors.
Sandhya Gurung, head of brand communication at LEGO Certified Stores India and myBrickHouse, said, “The adult builder community in India has been growing steadily, and LEGO Collector’s Week was our way of recognising and celebrating them. These are fans who build with intention, display with pride, and connect with others who share the same passion. This campaign was built around their world, their stories, their sets, and their community.”
Shourya Ray Chaudhuri, vice president - creative and business at Schbang, added, “What made LEGO Collector’s Week meaningful is that it celebrated something LEGO has always thrived on, which is its community. Across India, collectors are building more than sets — they are building connections through creativity, nostalgia, and a shared passion for LEGO. This campaign gave that growing community a moment of its own, with new launches, and new reasons to keep building together.”
Through LEGO Collector’s Week 2026, LEGO Certified Stores India positioned the brand within the wider conversation around fandom, design and lifestyle culture, while reinforcing the growing influence of India’s adult collector community.
