Adults Welcome Catalog

The objective of this premium test catalog is to reach adults who may have never purchased a LEGO set before for themselves. We targeted a select group of house adults ages 18-45 who have made 18+ set purchases with us before and used that model to create a prospect group to recruit new shoppers. Sets were carefully selected based on age, inventory, forecast, recruitment potential, and key passion points.

A very clean, simple cover in horizontal format. Black area has a tactile Soft Touch finish, the logo is varnished to stand out, and “Adults Welcome” is printed in a white foil to pop off the black. All treatments were selected or a premium look and feel. Simplified layouts show more lifestyle images of people building and how to display the set with usually only one set per page/spread.

Some Early Concepts

Below are some early iterations exploring different compositions. We didn’t know how many pages the catalog would be so I started giving many of the larger price pointed sets their own spread. This made sense especially for the Art series which encouraged consumers to collect multiple sets for alternative and combined builds.