Journal Title
Readers/Advisors
Plourde, Lorraine
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Spring 2019
Publication Date
2019
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Abstract
In this project, I examine the Lego AFOL community - "Adult Fans of Lego" - andconsumer culture that has been nurtured within it. There are a multitude of extremely complex
2economical, ethical, societal, and even ecological factors that go into formulating the identity ofThe Lego Group and Lego fans, and the fan culture that's created is unlike many others. Thiscommunity's staying power as a simplistic building material among a rapidly advancing, future-shocked society and market is becoming increasingly impressive, and warrants a closerinspection into the business model of The Lego Group. While evidence of this relationship isomnipresent, no such relationship has been investigated within the realm of adult hobbyists, specifically the branch of aforementioned AFOLs. Other communities and fandoms have beenestablished and researched by scholars, yet there is very little if any information archivedregarding the relationship between older fans and the company.
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