Since 2019, growing the adult audience has been a key priority for our business. This comes at an opportune moment with the ‘Kidult’ market booming in South Korea, which exceeded 1.15 billion USD in 2020.(1) This represents new opportunities for Toy and Game brands to cater to both hard-core adult collectors and casual ‘Kidult’ fans.

To grow the Adults segment in South Korea, we needed to clearly communicate that adults are welcomed to play with LEGO® sets, even together. This was guided with the following objectives:

• Page views: Drive traffic to eCommerce page via the breadth of LEGO® Adults product portfolio.

• Sales Revenue: Drive consumer sales target of 37.6K USD

• Return On Advertising Spend (ROAS) in NAVER Search, above average across industries of 2.87

• Revenue ROI of 3.3, as benchmarked by the LEGO® Group for South Korea Business Unit.