Consumer Products

LEGO goes digital with Dots

With COVID-19 restrictions on in-person store displays, the brickmaker is rolling out a virtual version of its new arts and crafts line in the super-popular Animal Crossing.
November 2, 2020

LEGO is making its Animal Crossing debut with a new Dots range in partnership with Nintendo.

To kick things off, Animal Crossing rolled out a range of Halloween Dots patterns for spooky things like ghosts and bats to decorate players’ virtual islands and homes.

The digital toys “allow playful souls to celebrate this magic season with all surprises and trick or treats that follow, regardless of any COVID-19 related restrictions fans may be facing in the real world,” said LEGO in a release.

The LEGO Dots line was first introduced earlier this year as the Danish toyco’s first foray into the arts and crafts category. The flat tiles come in various shapes and sizes that users can put together to create personalized 2D designs such as facial expressions, planets and music notes.

Dots launched March 1, and LEGO originally planned to roll the product out via a retail strategy focused on craft stores such as Michael’s, Joann’s and Justice.

But when physical installations and stores—especially high-touch displays—took a hit as a result of the pandemic, LEGO opted to bring these patterns to life digitally.

While this marks the first Animal Crossing crossover, LEGO has previously partnered with Nintendo on a line of Super Mario playsets that was released earlier this year.

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