Research background and purpose:
Toy companies are increasingly striving to reach adult consumers and respond to their evolving needs. However, purchasing behaviour of adults in the toy industry, as well as the marketing strategies targeting them, remain insufficiently explored. This paper aims to evaluate the importance of factors influencing their purchase decisions and to examine how toy companies can design marketing communication aimed at adults. The analysis uses LEGO as a case study and is grounded in experiential marketing, with nostalgia considered as one of its elements.

Design/methodology/approach:
The study employed a quantitative approach through an online survey conducted in 2024. The sample included 117 individuals aged 18 and above from Poland, including AFOLs (Adult Fans of LEGO). The questionnaire explored purchase frequency, motivations, and perceptions of LEGO brand’s adult-oriented marketing communication. The analysis was complemented by a case study of LEGO. Both the questionnaire and the case study were grounded in experiential marketing components.

Findings:
The study achieved its objective by evaluating the importance of factors influencing adults’ purchasing decisions and demonstrating how LEGO brand’s marketing strategy integrates experiential components. The results show that marketing strategy emphasizing experiences is perceived positively and encourage adult customers to purchase LEGO products. The most important drivers are fun, desire to relax, hobby and stimulation of creativity, while nostalgia is less important, however it can foster brand loyalty, particularly among older customers. LEGO brand’s strategy illustrates how nostalgia can function as a complementary element within a broader experiential approach.

Value added and limitations:
This research provides insights into how toy companies can effectively reach adult customers by emphasizing various experiences while integrating nostalgia as a supporting factor. Nevertheless, the study is limited by its focus on a single brand and a small sample restricted to Polish respondents, which may constrain generalizability. Future research should examine multiple toy brands across different cultural contexts and further explore interplay between nostalgia and other experiential factors.