Fandom in the branded playground: experiences of adult LEGO fans worldwide

Document Type

Article

Source of Publication

Research Handbook on the Sociology of Consumption

Publication Date

2-10-2026

Abstract

This study focuses on the relationship between adult fans of LEGO (AFOLs) and their fandom productive experiences. Specifically, the chapter shows how AFOLs experience fandom that evolves from the dyad of empowerment supported by the LEGO Group and the fandom periphery as a subordinated community experience where members are deprived of access to their objects of fandom. The author empirically investigates this through ethnographic field research at major LEGO events in the UK and the US, as well as fan gatherings in Japan and Brazil. In-depth individual interviews with AFOLs and non-participant observation enabled differentiated claims of AFOLs’ individual experiences, and revealed how fans’ diverse productive practices and community experiences were influenced by their geographical location.

ISBN

[9781035310500, 9781035310517]

Publisher

Edward Elgar Publishing

First Page

205

Last Page

218

Disciplines

Social and Behavioral Sciences

Keywords

Consumption, Ethnography, Fan production, Fandom, LEGO

Scopus ID

105033792635

Indexed in Scopus

yes

Open Access

no

Link to Full Text

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