After decades of squared creativity, Lego launches to the market its first brick set with round and printed bricks.
The new product was announced in January, when London-based artist Camille Walala brought LEGO DOTS to life in a free, two-day interactive public art installation at Coal Drops Yard in London’s Kings Cross called HOUSE OF DOTS. Everything in the fantastical house was customized in a mashup of more than 2 million LEGO DOTS tiles and Walala’s distinctive patterns and colors.HOUSE OF DOTS has been open to the public at Coal Drops Yard from 31st Jan until 2nd Feb.
Now that LEGO DOTS has been launched at the New York Toy Fair, the new range will be available in select retail locations starting March 1st. U.S. retailers include Joann’s, Michael’s, Justice, LEGO Stores and LEGO.com. Canadian launch retailers are Toys “R” Us and Mastermind, LEGO Stores and LEGO.com. In Mexico, DOTS will launch at Justice, LEGO Stores and on LEGO.com.
LEGO DOTS is a 2D tile-based play concept that provides a rich, creative canvas for self-expression. Multiple shapes and colorful LEGO tiles provide limitless ways to create and craft an endless variety of functional and wearable products like pencil holders, picture frames, jewelry holders and bracelets.
The new LEGO play concept includes an exciting portfolio ranging from wearables to room décor with surfaces designed for individual customization. Over 30 brand new mood tiles are also being introduced, which include details such as facial expressions, musical notes, cosmic planets, paw prints and many more.
The launch collection includes five bracelets: Rainbow, Funky Animals, Dark Unicorn, Cosmic and Tropical Birds. Room décor items at launch include: Photo Cubes for displaying pictures, a Jewelry Holder, Pineapple Pencil Holder, and a Mini Picture Frame. A Booster Bag will also be available, featuring lots of multicolored and printed tiles for custom pattern making fun.
“LEGO DOTS inspires creative confidence that helps children thrive by giving them a new way to express their feelings, ideas and personalities,” said Michael McNally, senior director, brand relations at LEGO Systems. “Bright colored tiles and endless pattern combinations help kids reflect their personal style, and because the tiles are compatible with the LEGO System in Play, there are limitless ways kids can ‘dot’ their worlds.”
The new set of bricks was inspired by research which showed that children are increasingly looking to shape their creative confidence through more personalized forms of play, where they can explore freely and express themselves through their own designs.
DOTS product development included monthly hands-on play sessions, biannual focus groups and quantitative tests across the U.S., U.K., Germany and Denmark with more than 500 parents and kids over two years, ensuring the design development aligns to consumer input.
Image over the headline.- LEGO DOTS products available in the USA from 1st March 2020. © LEGO.
