Lego Botanical Collection, Denmark
Lego Botanical Collection, Denmark
Lego Botanical Collection, Denmark
Global – Toy brand Lego is launching a botanical collection aimed at adults who want to destress and relax through simple, mindful activities.
The decorative collection includes a bouquet and bonsai tree, allowing consumers to bring elements of nature into their homes without needing to be an experienced gardener. As well as providing maintenance-free blooms, several elements in the collection are also made from plant-based plastic, produced using sustainably sourced sugar cane.
With research by Lego revealing that eight in 10 adults engage in some form of play to help them relax, the botanical collection aims to provide an accessible type of craft to achieve a state of mindfulness. ‘As adults look for new ways to switch off and relax, we’re delighted to be able to help them seek solace from their busy everyday lives as they immerse themselves in creating these beautiful botanical builds,’ says Jamie Berard, design lead at the Lego Group.
As we explore in Pleasure Revolution, consumers are engaging in activities that embrace states of boredom and reframe the experience of dead time.
