Kids To Make Adult Wishlists More Wonderful

This Christmas, the LEGO Group has found half of British adults blame their ‘unexciting’ passionless Christmas wish lists on reality and practicality, with 17 being the age when our wish lists shift from fantastical to functional. To spur on the festive spirit, the LEGO Group are encouraging kids to reimagine their parents’ boring adult wish list items, and turn them into wonderful wish lists for the chance to have their creation turned into a real-life LEGO build! From today, LEGO Wonder Lists is giving kids the opportunity to reimagine boring adult wish list items, and turn them into wonderful wish lists including the chance to have their creation turned into a real-life LEGO build. Learn more below.

‘TIS THE SEASON TO KIDIFY YOUR CHRISTMAS WISH LIST

From LEGO® Bricks to socks and candle sticks…New research from the LEGO® Group finds 3 in 4 Brits fear their ‘unexciting’ wish lists reflect their personality.

Half of British adults confess their Christmas wish lists are “unexciting,” blaming reality and practicality for their passionless present choices

Christmas wish lists turn from kid-like magic to practical at the age of 17

Books (28%), candles (25%) and socks (19%) are some of the most common, yet uninspiring gift choices British adults will be asking for this festive season

Over half (52%) of kids think their parents’ wish lists are bland, unimpressive, and too sensible

The LEGO Group are encouraging kids to motivate adult creativity by giving their boring Christmas wish lists a magical makeover

19th November 2024, London: New research from the LEGO® Group today reveals a whopping 52% of British adults admit their Christmas wish lists are unexciting, with an additional 44% admitting they feel their lists are boring, uninspiring, and practical.

More than 3 in 4 Brits (86%) fear their list reflects their personality, while 46% blame adulthood for their uninspired choices. The findings also revealed that 17 is the age at which our wish lists turn from magical to mundane, with 1 in 5 Brits (22%) stating that they stopped asking for creative gifts from this age.

Gone are the days of circling items in your favourite Christmas catalogue, as the research finds practicality trumps creativity for almost half of Brits (44%) when it comes to asking for presents, with 80% secretly wishing their wish lists were more exciting. Family traditions still prevail as a sixth of Brits (16%) reported that some items on their wish list are down to family traditions they hope to uphold for years to come, perhaps another factor that hinders their creativity when it comes to writing their wish lists.

Over half of Brits (63%) confessed they haven’t been surprised by a Christmas gift in the last two years, with over a third (37%) admitting to adding ‘essentials’ to their Christmas wish lists, such as books (28%), candles (25%) or socks (19%). Sadly, 27% of Brits said they have just one ‘indulgence’ on their Christmas list.

In comparison, kids’ Christmas wish lists are far more exciting, with toys (17%), video games (14%) and clothes (11%) the most popular items requested from Father Christmas. However, the findings reveal that the job of Santa is no easy feat thanks to kids’ wild imaginations, with items such as ‘a car with wings’, a rainbow unicorn’, ‘a cat that talks’ and ‘a mouse that sings’ also topping their lists.

When children were asked whether they would be happy to receive practical gifts, 90% said yes, placing a higher value on the joy of opening gifts than the items themselves. This might come as good news for parents, as 85% of adults said the economic climate has led to more practical gift lists, with almost the entire nation (97%) stating they’ll be prioritising their kids this Christmas.

Kuran Sharma, Head of Marketing for UK & Ireland at The LEGO Group says: “It’s no secret that the older we get, the more likely we are to lose that child-like wonder we once had when it came to writing our Christmas wish lists. Understandably, the stresses of adult life can mean our playfulness and creativity take a back seat, but this Christmas, we want to send everyone a reminder that there is an inner child living within us all. What better way to do that than by challenging kids to use their Superpower of Play to give our boring Christmas wish lists a fun revamp!”

From 19th – 29th November, LEGO Wonder Lists is giving kids the chance to reimagine boring adult wish list items, and turn them into wonderful wish lists, for the chance to win prizes – including the chance to have their creation turned into a real-life LEGO build. Simply visit LEGO.com/Wonder-Lists or the LEGO Play app to enter. You can also head down to two exclusive LEGO postboxes to find out more, located at LEGOLAND® Windsor Resort and the LEGO Store in the Trafford Centre, Manchester, for a limited time. Full Terms and Conditions available at LEGO.com/Wonder-Lists. Visit the LEGOLAND Windsor Resort website for Christmas opening hours.

Aaron Sigger from the LEGO fan community, Northern Brickworks, which has over 400 members and will be responsible for translating the kids creative ideas into LEGO brick form, added: “It’s so great to see children using their imagination and creativity to remind adults of the importance of play, and what better way to bring their amazing ideas to life than by using LEGO bricks to build their creations?! We are so excited to put our building skills to the test to make kids’ dreams become a reality, and we’re sure we’ll have some fun in the process. We hope our LEGO Wonder List build provides a symbolic reminder of the importance of play this Christmas, no matter what your age!”

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