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Lego asks millennials to swap yoga for toy bricks to reduce stress

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Lego is asking millennials to toy with the idea of playing with tiny plastic bricks to ease stress.

The toy firm has produced a new advert aimed at young adults which says they can achieve “zen in the shape of a brick”.

It shows a woman trying to find inner peace on a yoga mat, only to find calm after assembling a colourful plastic sailing ship by hand.

In a statement accompanying the video, Lego wrote: “Need an escape? Building with Lego bricks reduces stress and improves your well-being. It’s zen, in the shape of a brick.”

The company has been trying to take advantage of record growth sales in the “kidult” market, with sales of toys to adults up 65% last year compared with 2012.

The trend sees adults rediscovering the simple pleasures of colouring in and jigsaw puzzles as an antidote to the stresses of modern life.

The total value of the market is more than £300m, with half of spending by people aged 18 to 34.

Out of every £9 of toy spending, £1 is spent by adults buying one for themselves, research by analysts NPD found.

Earlier this year, Lego launched a set of toy fish where users build a fish “skeleton” and customise it with a skin which can be coloured in.

The company said it is a “thoughtful creative challenge that’s relaxing yet creatively stimulating”.

Tom Donaldson, vice president of Lego’s creative play lab, told Wired: “There is a movement back to what may be more hands-on and physical.”

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