Lego unveils adult SpongeBob set
Tuesday 14th July, 2026
Lego has launched a 1,794-piece SpongeBob SquarePants: Bikini Bottom set for adults, priced at £189.99 and available to pre‑order in the UK for release on 1 September.
This lets Lego speak to adult fans and collectors in the UK about nostalgia, adult‑targeted builds and quality collectible design, reinforcing Lego’s place in pop‑culture collaborations.
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Expert comment
Why Lego is betting big on grown-up nostalgia
Offer a sharp POV on why adult-focused, nostalgia IP sets drive longer-term brand loyalty and community, not just short-term sales spikes.
Expert comment angle: Have a senior Lego design or adult portfolio lead brief national business and culture desks with the take: adult nostalgia isn’t a fad, it’s a design-led strategy that turns millennials into lifelong creators.
Why: Editors want authority on the booming ‘kidult’ market and Lego can uniquely explain the strategy behind it.
Newsjack
Lego opens a 48-hour Bikini Bottom build hotline
Launch a live virtual build-along helpline staffed by designers to guide adults returning to bricks through tricky techniques in the new set.
Newsjack angle: Spin up a weekend Zoom and social live-room with bookable 15-minute slots and pitch culture, consumer and listings desks.
Why: It’s a fast, fun service with a clear SpongeBob link that gives media a usable listing and visual story.