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Target debuting limited-edition line of LEGO products

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Target LEGO

LEGO Collection x Target

MINNEAPOLIS — Target is launching a limited-edition of LEGO products that extends the iconic brand beyond toys to include home goods, apparel and accessories for the entire family, the company said Thursday.

“Our guests love LEGO brick sets – in fact, Target is one of the leading destinations for families when shopping for the brand,” Target executive vice president and chief merchandising officer Jill Sando said. “As we approach the holiday season, we saw an opportunity to come together with one of our long-standing partners to create something truly special for our guests during a time of year when differentiation and value are paramount. 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.”

The LEGO Collection x Target reflects both brands’ commitment to inclusivity, according to the companies, which pointed to sizes ranging from XXS to 4X in women’s apparel and from S to 5XLT in men’s apparel. The line features “an expanded assortment of adaptive and sensory-friendly offerings for kids and baby, like flat seams or hidden openings” and “was designed to celebrate all families and encourage them to express themselves through play, wonder and joy this holiday season.”

The collection includes nearly 300 items and ranges in price from $1.50-$120, with most items under $30. The LEGO Collection x Target will be available beginning early December on Target.com and in all Target stores. In addition, guests can shop the collection via Target’s contactless same-day pickup options, Drive Up and Order Pickup.

“The LEGO brand is rare in its ability to equally excite all members of the family, and we expect that excitement to soar as we offer LEGO fans young and old the opportunity to experience our brand in an entirely new way through this partnership,” says Satwik Saraswati, design director at the LEGO Group. “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.”

 


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