Lego is not just child’s play. And has not been since a few years now. Lego with it’s iconic building blocks is now fully embracing the adults market with a homepage tab that says ‘Adults welcome’.

Their latest campaign is targeting just the right audience that is looking to destress and zone out by zoning in and building something. Right from building the pyramids, star wars models and sets of famous TV shows, Lego has a piece of the formula that helps you disconnect.

I do believe that a lot of adults are enjoying the challenge and tuning out the stress while building complex models. I would imagine that it is as relaxing as perhaps knitting was (although unfortunately knitting is now considered an old school grandma hobby).

The campaign ‘Find your Flow’ focuses on aligning with your inner chi and feeling better: de-stressing with bricks in sweet solitude. While I am personally not one for complex puzzles or Lego blocks, who knows I might just one day take on the challenge. But perhaps not for the $500 de-stressing price tag that would perhaps cause me more stress. As they say, to each their own trying to navigate this crazy world and finding their flow.