Alex Brands unveils Lil Lockitz toy line

Alex Brands has announced the launch of its new Lil Lockitz line, designed to encourage children to express their individual style.

Children will be able to capture special moments in each locket they design, by filling it in with a background, themed charms and gems.

The initial Lil Lockitz collection features eight products, including the Memory Studio, Best Friend Party Pack, Selfie Set, Pets Sets, Sweets Set and Vacay, Rock Star or Juice Bar Set.

"We are extremely proud to introduce Lil Lockitz and believe the line depicts incredible innovation in the children’s DIY space," said Neil Friedman, CEO of Alex Brands.

"Lil Lockitz offers an exceptionally creative experience beyond traditional DIY products, as children are in control to design lockets that portray their personal interests, style, aspirations and dreams."

Prices for the line start at $7.99 and reach $39.99, and will be available at Toys R Us, Amazon and other select retailers.

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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