Consumer Products

LEGO crafts a new retail strategy

Leaning into Dots' DIY focus, the brickmaker is venturing into the arts and crafts aisles for its new line.
March 2, 2020

The LEGO Group is crafting a special retail strategy for its 2D tile-based brand LEGO Dots. Keeping in line with the overall DIY tone of the brand, rather than focusing on toy stores for launch, the Danish brickmaker is testing the waters at arts-and-crafts focused and specialty stores, such as Joann’s (US), Michael’s (US) and Justice (US and Mexico). It’s a new space for the toymaker, which hasn’t historically had any craft brands.

The range is designed to take advantage of the “creator” trend taking over YouTube, and allows kids to customize products using colorful LEGO tiles. The first products to bow include five bracelets (rainbow, funky animals, dark unicorn, cosmic and tropical birds), a pencil holder, a jewelry holder, a mini picture frame and photo cubes. More than 30 mood tiles—including details like facial expressions, musical notes and paw prints—also launched at retail yesterday, allowing kids to personalize each item in the consumer products program multiple times.

LEGO Dots was first announced in January, when the Danish brickmaker partnered with 180 children and London-based artist Camille Walala to build a five-room interactive house full of the new tiles. At the time, the Danish company said it was launching the new property to tap into kids desire for more personalized forms of play.

Additional retail partners include Toys “R” Us and Mastermind (both Canada), and the brand is also available throughout North America in LEGO Stores and through the LEGO website.


About The Author
Elizabeth Foster is Kidscreen's Copy Chief & Special Reports Editor. Contact Elizabeth at


Brand Menu