Target to release limited-edition Lego collection with clothes, accessories, home goods and more
Lego is going to build more than toys – thanks to Target.
The toy brand, known for its infinite ways for kids (and adults) to build houses, vehicles and Star Wars starships and characters, will soon release a limited-edition collection at Target with apparel, home goods, accessories, toys and even clothes for dogs.
The “LEGO Collection x Target” will be released at the height of the holiday shopping season in early December with nearly 300 items that range in price from $1.50 to $120. Most items will be less than $30.
Target says the products “reimagine the brand’s iconic colorful bricks into a myriad of items” like brick-inspired hooded sweatshirts and color-blocked puffer jackets to fanny packs, storage boxes and tumblers in a variety of colors.
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“As our guests continue to reimagine what their holiday traditions look like, our hope is that this collection will encourage them to make new memories this season and celebrate what matters most, spending time with family and friends,” Jill Sando, Target executive vice president and chief merchandising officer, said in a statement.
A full list of products was not unveiled. Target says the collection is its “most inclusive partnership to-date, ranging in size from XXS-4X in women’s apparel and S-5XLT in men’s apparel and featuring an expanded assortment of adaptive and sensory-friendly offerings for kids and baby.”
Satwik Saraswati, design director at the Lego Group, said the collection offers fans a new way to experience the brand.
“Giving consumers a chance to curate and create looks as unique as their families through this collection, just as they would with LEGO bricks, is something we are proud to bring to Target guests this holiday season,” Saraswati said in a statement.
Earlier this week, Lego announced the company will work to remove gender stereotypes from its toys following a global study that looked into how creative play is gendered.
When the Lego collection goes on sale at Target, shoppers will want to act fast. Some of Target's collaborations with designers have quickly sold out including a May 2019 Vineyard Vines for Target collection and Target’s 20th Anniversary Collection that September.
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