Adults Crave Instructions
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Sam Parr shares his experience with LEGO as an adult, revealing why following structured instructions appeals to adults and how it provides a unique form of relaxation and connection. This insight comes from his personal experience and observation of the growing "kidult" market trend.
Key Points:
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Adult Appeal of Following Instructions:
- Provides relief from constant decision-making
- Offers a structured activity where you're "just following directions"
- Creates a relaxing experience by removing the burden of choice
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Personal Connection Benefits:
- Enables bonding without screens
- Creates opportunities for conversation while working together
- Facilitates family time (particularly with spouse in Sam's case)
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Market Understanding ("Kidults"):
- Makes up 25% of all toy sales
- Represents $1 billion in revenue
- Drives 60% of growth in the toy industry
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Three Main Motivations for Adult Toy Engagement:
- Nostalgia (reminds of childhood)
- Anti-loneliness (bonding opportunity)
- Digital detox (break from screens and anxiety)
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Personal Investment Pattern:
- Spends around $150-350 per set
- Dedicates 2 hours per session
- Focuses on technical sets for learning mechanical concepts
- Has invested approximately $1,500 in total
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Usage Pattern:
- Weekly engagement
- Evening activity (typically 9-11 PM)
- Combined with podcast listening when solo
- Views it as a potential lifelong hobby rather than a passing fad
This perspective highlights how structured activities can provide adults with a form of relaxation through the removal of decision-making, while simultaneously offering opportunities for connection and learning.
Sam Parr
Host of MFM and fitness influencer
Sam Parr is a serial entrepreneur and business media pioneer.
In 2016, he founded The Hustle, a business news media company that started in his kitchen with just $12 and grew to eight figures in revenue.
Sam led the charge in making newsletters popular when few believed in their potential.
After four successful years, he sold The Hustle to HubSpot, a publicly traded company. Now operating as HubSpot Media, The Hustle reaches 3 million readers daily, employs a team of nearly 100, and has been the launchpad for dozens of its staff to found their own media companies and newsletters.
Sam remains the host of the popular business podcast, My First Million, and continues to start and sell companies. He also co-founded Hampton, a highly vetted community for entrepreneurs, founders, and CEOs, and teaches people to write better through his platform, Copy That.