LEGO DOTS, LEGO Group’s latest entry into the arts and craft market, is set to make its North American debut at New York Toy Fair this weekend.
Featuring 1×1 LEGO tiles known as DOTS, LEGO DOTS is a 2D tile-based play concept that provides a rich, creative canvas for self-expression. LEGO DOTS’ LEGO tiles come in multiple colors and different shapes, giving children limitless ways to create and craft a variety of items ranging from wearables to room décor with surfaces designed for individual customization.
LEGO DOTS’ launch collection includes five bracelets ($4.99 each): Rainbow, Funky Animals, Dark Unicorn, Cosmic Wonder, and Tropical Birds. It also includes room décor items such as jewelry stand ($14.99), pineapple pencil holder ($19.99), and photo cubes ($14.99). A Booster Bag ($3.99), which contains extra multicolored and printed dots, will also be available at launch.
“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.”
LEGO DOTS was inspired by a two-year research that included 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 as respondents.
“What we found is that some children prefer to use decorative arts and crafts to express themselves creatively. And until now, we have had limited products that catered for this specific audience and passion,” said LEGO DOTS lead designer Amy Corbett. “With LEGO DOTS, children aren’t just encouraged to design – they are encouraged to continue to redesign. Experiment. Break the rules. By launching a new play concept and entering a new category, we are helping many more children build the creative resilience they need for the world ahead.”
The LEGO DOTS range will be available in the U.S. starting March 1st at select retailers including Joann’s, Michael’s, Justice, LEGO Stores, and LEGO.com.