Through a deal with Finland-based Incap Furniture, building block giant Lego is moving its iconic brand into the room décor market with a furniture line that offers all the play value consumers have come to expect from it. And with sales of kids home furnishings experiencing steady growth (the category brought in US$10.2 billion last year in the US, improving on its ’05 take by 5%, according to home furnishings trade pub Kids Today), it’s a good time for Lego to start playing in the space.
Available now in Europe and on track to roll out State-side in the spring, the Lego Room range features a strong primary color palette splashed on pieces including toy chests, stools, stackable storage bins and a play table that has an optional Lego base plate on the surface for anchoring big builds. Kid-friendly assembly is naturally a prominent feature, as is the incorporation of the signature brick’s studs in the design of the line, with pieces retailing for between US$50 and US$250.
Incap launched Lego Room in February 2006 at the Cologne International Furniture Fair, where it was nominated for an innovation award. This is the first license for the company, which has traditionally done a much less global business, primarily supplying Scandinavian and Finnish retail accounts. Its deal with Lego gives Incap dominion over design, manufacturing and worldwide sales, and senior advisor to the MD, Jouko Ranta, says the company plans to unveil new pieces in February, followed by a soft furniture expansion later in the spring.
Some additions in the R&D pipeline include more traditional bedroom furniture, including cupboard and closet pieces, as well as length-adjustable beds that can be adapted to accommodate a child’s growth. A third phase will roll in adult-targeted furniture with a sleeker, modern-art-inspired look.