US parents don't think Lego is all that awesome: study

Lego researchers have found a key difference between how children around the world play with their famous toy bricks, and some parents won't want to hear it.

The company behind the famous brick toy employees a crack team of researchers who are tasked with examining global trends including how the children play with their toys.

Housed in the company's Future Lab, they examine the company's global trends and have found a consistent difference as to how some parents view playing with Lego.

"There’s a clear distinction between American and European parents that keeps popping up everywhere," researcher Anne Flemmert-Jensen told media outlet Fast Company.

"American parents don’t like play experiences where they have to step in and help their kids a lot. They want their kids to be able to play by themselves.

"We see among European parents, it’s okay to sit on the floor and spend time with the kids."

When asked if it is possible American parents just want their kids to be independent, she said: "That’s one of many possible interpretations."

The insights are thought to influence the different types of Lego offered in the two regions.

American Lego sets are "theoretically less complicated" as the kids potentially have to assemble them alone, Business Insider reports.

It suggested the difference could be that Europeans have a longer transition into adulthood, with many young adults remaining under their parents' roofs until their late 20s.

Last year, Lego surpassed Mattel as the world's biggest toy manufacturer with more than $2 billion in revenue.