Lego is cashing in on adult fans buying high-priced Lego sets. The $850 Millennium Falcon set is part of how Lego doubled its revenue in a decade. Lego knows that and is cashing in on its base of adult fans willing to dish out hundreds of dollars on elaborate sets. "Nowadays it's not so geeky," Sian Twynham, another adult Lego builder, told the Journal. AdvertisementWhether it's nostalgia or strategic marketing, toy companies are seeing big returns when they rebrand kids products for adult audiences.

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Persons: —, Jonny Edmondson, We've, Julia Goldin, Lego's, Sian Twynham, Greta Gerwig's, toymaker Mattel, execs Organizations: Service, Star, Wall Street, Warner Bros, Hasbro, Associated Press