Lego targets mindfulness market with advert which tells women to use bricks to reduce stress

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It has traditionally been known as a good way to keep a noisy child quiet and occupied for a few hours, but now Lego is being marketed at stressed young women.

New adverts pushed onto the Instagram feeds of millennials show a woman trying to find inner peace by doing yoga, but finding the exercise too difficult.

Instead, the fashionably-dressed coffee shop worker finds her Nirvana by making a Lego ship. The advert shows her finding a moment of quiet in a busy day, to create a Lego structure.

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