Not just child’s play: Tracing the growing popularity of Lego in India

Over the past few months Ritam Bhatnagar a Mumbaibased Lego artist has been busy building Indiarsquos largest Lego citymdasha 400squarefoot masterpiecemdashat his home This city currently without a name embodies his vision of an ideal human habitat featuring extravagant designs harmonising with nature and showcasing his love for trainsBhatnagar who is a sales specialist and the founder of the IFP Festivalmdasha multidisciplinary creative and cultural event in Mumbaimdashdiscovered his passion for Lego during his childhood ldquoI was three years old when I got my first Lego setrdquo he saysThe Lego Technic Bugatti Chiron modelToday he says ldquoDespite being into a multifaceted career many recognise me as a Lego artistrdquoBy the time Bhatnagar turned ten he was hooked onto the colourful bricks because of the creativity and versatility they offered ldquoThe same bricks can create a car a house a plane or even trainsrdquo he says Such versatility he adds is rare in toys ldquoAs a child when you are exposed to things with infinite possibilities you learn to make every possible thing you can think ofrdquoRitam Bhatnagar with a Lego model of a Hyundai car production plantIf a Lego train set came his way Bhatnagar would diligently assemble the train But he wouldnrsquot stop there ldquoI used to say hey can I make trucks out of it Can I make bridges out of itrdquo he explainsThese seemingly simple exercises using Lego have captivated childrenrsquos attention globally over decades as building something from scratchmdashbe it a car a table a monument or a birthday party scenemdashallows them to explore answers to countless analytical questions without needing to ask them verballyOne naturally wonders how to connect the blocks to give them a proper shape What patterns and designs can be made using them Will it be a stable structure Or when the goal is achieved and the Lego set is complete one might ask What else can be made from these blocks And the cycle begins againPerhaps thatrsquos why Lego remains one of the most popular gifts for children even for those as young as oneandahalf years old Even adults are drawn to it but mostly for nostalgia and its collectible value And for many Lego is therapeutic especially because it increases focus and mindfulnessToday it is as sought after as sneakers or sports memorabilia But it took decades for the Danish toy company to reach this cult status Originally into wooden toys the company didnrsquot venture into classic plastic toys till 1949 Today brand valuewise Lego is the worldrsquos biggest toy company And it has grown beyondmdashit is into movies video games and even educational toolsBandrabased Standard 10 student Samyak Bhura who owns around 15 Lego sets and has been collecting them for over a decade says ldquoIt has been my favourite toy since I was three It has now turned into a hobby I have used Lego even for my school projects toomdashI had to make a DNA model for which I used Lego blocksrdquoBhurarsquos father always prioritised gifts that were both educational and conducive to his sonrsquos cognitive growth During an overseas trip he discovered the potential of Lego sets From the time Bhura turned three his father has gifted him a Lego set each year on his birthday instead of video games and screenbased gadgetsSamyak BhuraSharing his experience with the Lego Technic Bugatti Bolide a 1000piece set one of his most treasured possessions that took him over a week to assemble he says ldquoThis set is incredibly detailed and mirrors the actual car The reason it took me so long to build was due to its intricate mechanical features like the engine and working steering axles connected to the front tyres The V8 pistons move in sync as the car rolls showcasing the impressive powertrain that drives the reallife vehicle Despite having just 1000 pieces itrsquos easily one of the most complex sets I have ownedrdquoLike Bhurarsquos smaller Lego set with just 1000 pieces itrsquos the microLego sets that sometimes fetch the maximum price in the collectibles circle online Limited editions or discontinued sets which cost a maximum of R10000 in retail stores are sold for over Rs 200000 online after they run out of stock and hence it is a profitable pursuit business for many According to a study published in the Research in International Business and Finance journal the market for secondhand Lego rises at a better rate annually than stocks bonds stamps art and wineItrsquos the combination of nostalgia and rarity that makes for the most valuable Lego sets todayFor example sets that were limited edition or produced in small numbers are now considered treasures like the Harry Potter Hogwarts Castle Creator Expert Titanic Star Wars Death Star and Creator Expert James Bond Aston Martin DB5 Collectors some of whom view Lego as an investment are willing to pay a premium for the chance to own these rare pieces sometimes to the tune of even over R5 lakh depending on the packaging and conditionSome of the best Lego sets for adults include Lego Art World Map Lego Icons Eiffel Tower Titanic Lego Colloseum and Lego Ninjago City MarketsDespite its popularity Lego officially entered the Indian market as late as 2020 and opened its first store at Mumbai Airport dutyfree a year later Initially Chennaibased toy manufacturer Funskool was the official distributor in IndiaHowever itrsquos still quite expensive in India making it a niche hobby Sets like Marvel Avengers Tower Eiffel Tower and Icons The Lord of the Rings Rivendell can cost anywhere between Rs 50000 to Rs 80000 at retail storesBut given the diversity of the Indian market there are customers for everything For those who have access to Lego they are building the community stronger one brick at a time One such unique example is Ritamrsquos mother Shikha Bhatnagar who now sells Lego portraits globallyLittle did she know that her first earnings would come at the age of 58 and from a ldquochildrenrsquos toyrdquo no less Shikha got into the hobby during the COVID19 pandemic inspired by her sonrsquos passion for Lego She gradually honed her skills over the course of four years and began receiving Lego portrait orders from abroad She says ldquoItrsquos not just creative but also quite meditative for me After I uploaded a few initial photos of portraits I mademdashone of myself and another of Ritam and his wifemdashI received appreciation which boosted my confidence Soon I started getting orders from people who thought it was a unique giftrdquoDerived from the Danish words ldquoleg godtrdquo meaning ldquoplay wellrdquo these iconic building blocks might be a bit pricey in India today but stories of both children and adults unlocking their creativity and discovering new facets of their lives is certainly ldquoplaying out wellrdquo