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Turning passion into profit: Entrepreneurship with LEGO

This article has been contributed by Jackson Reid (@Jacksontreid), a student journalist in Australia. It was originally written for an assignment, but he felt it would be of interest to a wider audience, so asked if I'd like to publish it here:

It’s said that if you find a job you love doing, you’ll never have to work a day in your life, and with the growing popularity and acceptance of the Lego brand amongst adults, Joss Woodyard is aiming to do just that.

A greater influx of products targeted towards adults, the Lego Masters TV show, and the recently announced collaborations with Levi’s and Adidas are all examples of how Lego has become increasingly more mainstream in pop culture. With this rising popularity, the 22-year-old Australian is breaking into a growing new market.

Before getting into Lego, Joss (or ‘Jayfa’ as he is widely known as across the online Lego community) enjoyed playing with Thomas the Tank Engine toys, but when he was 5 his mum suggested he try out the new toy all the other kids were playing with – Bionicle.

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