Lego's first-ever collaboration with Pokémon, announced earlier this year, is raising eyebrows due to its exclusive focus on adult collectors. The initial launch includes three sets, all rated for ages 18 and up, effectively pricing out younger fans and those with tighter budgets.

The collection starts with a 587-piece Eevee model priced at $60. Pikachu, Pokémon's mascot, is featured in a 2,050-piece set including a Pokéball, carrying a suggested retail price of $200. The pricing strategy signals a clear targeting of the Adult Fan of Lego (AFOL) market, a demographic known for its willingness to spend significant amounts on complex and display-worthy sets.

Lego's partnership with The Pokémon Company, initially revealed in March 2025, was highly anticipated, given Pokémon's broad appeal across age groups. Since its debut in 1996, Pokémon has remained a cultural phenomenon, captivating both children and adults. The decision to launch with exclusively adult-oriented sets, however, deviates from the franchise's traditionally inclusive nature.

Industry analysts suggest Lego's strategy reflects a broader trend in the toy market, where manufacturers are increasingly catering to adult collectors with high-end products. This trend is driven by the nostalgia factor and the disposable income of adults who grew up with these franchises. "There's a significant market for adult collectibles," said Emily Carter, a toy industry analyst at Market Research Group. "These consumers are willing to pay a premium for items that evoke childhood memories and offer a sophisticated building experience."

The move has sparked debate among fans, with some expressing disappointment that the initial line isn't accessible to younger builders. Others argue that focusing on the AFOL market allows Lego to create more intricate and detailed models that wouldn't be feasible for younger audiences.

The long-term impact of this strategy remains to be seen. While the initial launch caters to adult collectors, future releases could potentially include sets designed for younger Pokémon fans. Lego has not yet commented on plans for future Pokémon sets beyond the initial three.