A cikin wani gidan shayi mai daɗi a Kingston upon Thames, kusa da London, mutane tara suna haduwa da yamma don sha da hira. Da kallo na farko, yana iya zama kamar ƙungiyar littattafai, amma da suka kai hannu cikin jakunkunansu, suna fitar da fakitin Lego maimakon littattafai.
Geoff Lay, wanda ya shirya taron, ya taɓa yin aiki a ci gaban software kafin ya fara Noble Brick, wani kamfani da ke gudanar da abubuwan da suka shafi Lego. "Na kasance ɗaya daga cikin yaran da ba za ka iya shiga ɗakina ba saboda ƙasa tana cike da guntu-guntu," in ji shi. Bayan ya huta daga sha'awar, mai shekaru 44 ya koma Lego shekaru 10 da suka wuce, lokacin da aka ba shi wani saiti wanda ya sake ƙirƙirar gadar Tower ta London. Tun daga nan yana ginawa.
Fakitin Lego na iya dawo da tunanin yarinta na nishaɗi, amma ƙarar magoya bayan manya shine ɗayan dalilin haɓakar tallace-tallace wanda ya ƙara yawan kuɗin kamfanin Danish na kayan wasa da kashi 21%. Saboda haɗin gwiwa da abubuwa kamar gasar cin kofin duniya da Stranger Things, da kuma ƙananan mutum-mutumi na shahararrun ƴan ƙwallon ƙafa, mutane da yawa suna komawa ga alamar a ƙarshen rayuwarsu.
An kafa ƙungiyar Lego a 1932 kuma ta gina daular filastik mai riba sosai, tana samun kuɗin £4.8 biliyan a farkon rabin 2026 kaɗai. Tun daga 1990s, Lego ta faɗaɗa kewayonta don haɗa da haɗin gwiwar alama, wasannin bidiyo, shirye-shiryen TV, da saitunan da aka tsara don manya, waɗanda galibi suna da darajar ɗaruruwan fam.
Lay yana da tabbaci cewa wannan sabuwar ƙungiyar tsofaffin magoya bayan Lego za ta ci gaba. Ya ce, "Tunanin cewa Lego na yara ne an kore shi." Ɗan uwansa mai shekaru 40, Lauren Marshall, ya yarda: "Ba ka da wani ɗan Lego na yau da kullun kuma."
Marshall "ba ta da Lego tun tana yarinya," amma ta shiga sha'awar tun tana babba bayan ta kama sha'awar abokin ta. Yayin da take haɗa ƙafafu na babban mutum-mutumin Darth Vader, ta ce saitunan "suna kama da jigsaws," kuma sun haɗa da "kammala wani abu kamar wasa mai wuyar warwarewa."
Wani wanda ya girma da salon wasan Lego mara tsari shine Loretta Piare mai shekaru 28. "Lokacin girma, ina son Lego. Kullum muna da manyan akwatuna na shi," in ji ta, yayin da take gina cactus daga jerin botanical na kamfanin. "Ba mu taɓa iya samun ɗayan kyawawan saitunan ba. Mahaifiyata tana samun manyan akwatuna na launuka masu gauraya."
Ta daina wasa da Lego tun tana matashiya—"Na kasance ina son gina gidaje da ƙirƙira shi"—amma zaɓin mai araha da kuma abokantaka na aro tubalin wasu a ƙungiyoyin manya ya sake tayar da sha'awarta. "Ina son bin umarni," in ji ta, "Ina son tubalin launuka masu kyau, a zahiri. Ina son gina abubuwa."
Tim Stone, mai shekaru 35 mai yin ado, ya sake gano ƙaunarsa ga Lego bayan ya daina shan taba a lokacin Covid kuma ya sayi wa kansa saitin motar tsere. Yayin da yake gina na'urar wasan Nintendo Game Boy ta tubali, ya bayyana yadda ya shiga ƙungiyar London Afol (Adult Fans of Lego) don samun sabbin abokai. "Na gaji sosai. Ina da abokai da yawa waɗanda kawai suke fita shan giya." Yanzu, Stone yana shiga cikin gine-ginen haɗin gwiwa har cikin dare tare da fiye da sauran membobin Afol 20.
Akwai ƙungiyoyin magoya bayan Lego da yawa a duk faɗin Burtaniya. Jordan Wiltshire, mai shekaru 32, memba ne na GertLUG, "ƙungiyar masu amfani da Lego" da ke Bristol. Ya fahimci farashin kuma ya fara tunanin ko Lego "saya mai ma'ana ne. Lokacin da aboki ya ba shi Lego Star Wars Tie Fighter a Kirsimeti yana da shekaru 26, komai ya sake dawo daidai.
Ya kira Lego "halinsa" kuma yana matsa ƙarfi sosai game da ra'ayin cewa na yara ne kawai. "Me ya sa ba za mu iya wasa da Lego ba?" ya tambaya. "Wasu mutane na iya cewa na yara ne, amma akwai da yawa daga cikinmu, kuma duk muna da dalilai daban-daban na ƙaunar shi."
Wiltshire, wanda ke gina nasa ƙirƙirar Lego, ya ce yana jin daɗin "jin cikawa": "Hanya ce a gare ni don zama mai ƙirƙira, kuma a zahiri na ƙware a shi."
Akwai wasu fa'idodin da ake da'awa na wasa da Lego, kamar ingantaccen lafiyar kwakwalwa. Nick Bright yana gudanar da Brighton Bricks, ƙungiyar Lego ta manya da ke haduwa kowane wata, kuma ya ce: "Magani ne ta hanyar ɓoye—ba ka ma gane cewa kana inganta lafiyarka ba."
Kamar yawancin magoya bayan manya, mai shekaru 51 ya sake gano Lego daga baya a rayuwarsa. Ya tuna saitin da ya dawo da shi: "Saitin Haunted House Monster Fighters ne. Yana ɗaya daga cikin lokutan da kake tunani, 'Ee, wannan ni ne.'" Yana raba ƙaunarsa ga Lego tare da ɗansa mai shekaru tara da mahaifiyarsa mai shekaru 80. Tarin gidansa yana da girma, kuma ya yarda "matata na iya tunanin ina da yawa."
Akwai hanyoyi da yawa na shiga sha'awar ta hanyar haɗin gwiwa da alamomi kamar Disney, Dune, da Fortnite, amma Bright ya yi gargaɗin cewa ɗayan lahani shine "akwai manyan saituna masu tsada da yawa, kuma akwai tsoron rasa abu."
Bright ya fi son bin umarnin da aka buga a cikin saitin Lego, amma yana da abokai da yawa waɗanda gine-ginensu ke zuwa daga tunanin kansu kawai. "Duk muna yin abu ɗaya, amma duk muna yin shi daban," in ji shi. "Abin da nake so game da Lego shine babu hanyar da ba daidai ba don gina shi."
Ya yi imanin cewa ƙirƙira da ake nunawa a cikin MOCs—kalmar magoya baya don "ƙirƙira ta kaina," ma'ana gine-gine na asali—ta tabbatar da cewa Lego ya fi abin wasan yara.
"Kamar yadda wani zai iya yin saƙa ko tukunya—fasaha ce."
Ko da menene dalilin da yasa mutane ke son Lego, ƙungiyar magoya bayan manya ta nuna cewa kamfanin ba zai buga bangon tubali ba nan da nan.
Tambayoyin da ake yawan yi
Anan akwai jerin tambayoyin da ake yawan yi dangane da batun manyan magoya bayan da ke tura tallace-tallacen Lego an rubuta su cikin salon tattaunawa na halitta.
Tambayoyin Masu Farawa
1. Menene ma'anar "Its therapy in disguise" a zahiri a cikin wannan mahallin?
Yana nufin cewa ga manya da yawa, gina saitunan Lego ba sha'awa ce kawai ba—hanya ce ta shakatawa, rage damuwa, da mayar da hankali ga tunani. Maimaita danna tubalin da bin umarni yana aiki kamar tunani ko natsuwa, shi ya sa mutane ke kiran shi magani.
2. Wanene AFOLs?
AFOL yana nufin Adult Fan of Lego. Waɗannan mutane ne sama da shekaru 18 waɗanda ke siyan, ginawa, da tattara saitunan Lego don jin daɗin kansu maimakon don yara.
3. Ta yaya manya ke taimaka wa Lego samun biliyoyin kuɗi?
Manya suna siyan saitunan masu tsada da rikitarwa waɗanda farashinsu ya fi na kayan wasan yara. Suna kuma siyan saituna da yawa, nuna su, da sayar da su, wanda ke ƙara yawan kuɗin kamfanin.
4. Shin Lego ba na yara ba ne kawai?
A da haka ne, amma Lego ya canza dabarun talla cikin wayo. Yanzu suna ƙirƙira saitunan 18+ waɗanda aka tsara musamman tare da rikitarwar gini, launuka masu kyau, da jigogi kamar gine-gine, fasaha, da al'adun pop waɗanda ke jan hankalin manya kai tsaye.
5. Menene wasu misalan saitunan Lego na manya?
Misalai masu kyau sun haɗa da Lego Botanical Collection, Titanic, Eiffel Tower, da jerin motocin Icons daban-daban. Waɗannan abubuwan nuni ne ba kayan wasa ba.
Fa'idodi da Ilimin Halayyar Dan Adam
6. Me ya sa manya ke ganin gina Lego yana da natsuwa?
Yana haifar da yanayin "flow"—yanayin tunani inda ka shiga cikin aiki gaba ɗaya. Wannan yana toshe tunanin damuwa game da aiki ko rayuwa. Jin tubalin da kuma tsarin mataki-mataki mai haske yana kuma ba da jin iko da cikawa.
7. Shin Lego na iya taimaka wa da gaske game da damuwa ko lafiyar kwakwalwa?
Magoya bayan da yawa sun ce e. Duk da cewa ba maye gurbin magani na ƙwararru ba ne, yana aiki azaman hanyar jimrewa. Yana tilasta ka mayar da hankali ga lokacin yanzu, yana rage tunani mai sauri, kuma yana ba da aiki mai natsuwa wanda ke rage cortisol, hormone na damuwa.
