The Danish construction toy maker, LEGO launched itself firmly into the arts and crafts sector this morning, with the grand public unveiling of its new line, LEGO Dots.
Designed to tap into the “current appetite for a new mode of LEGO play,” while servicing a healthy arts and crafts, creative play category, LEGO Dots uses colourfully shaped tiles that enable kids to decorate and personalise elements including bracelets and home decor.
LEGO chose London’s Coal Drop Yard to unveil its new line to toy and design trade journalists this morning, hosting a panel made up of those close to the project including The LEGO Group’s senior vice president and head of product and marketing development, Lena Dixen, and the celebrated artist and designer Camille Walala who took a hands-on role with the design of the launch campaign’s visceral brand exhibition, House of Dots.
During her opening keynote, Dixen told a room full of journalists that LEGO was tapping into a space and appetite for new modes of creative LEGO play.
LEGO Dots is somewhat of a departure for the group that has until now focused all of its efforts on the 3D building. LEGO Dots brings the brand into the 2D, allowing kids and LEGO fans to get creative with colours and patterns.
“So many kids in kindergarten will have jobs that do not exist today, meaning there is so much more importance on learning than knowing for children today,” said Dixen. “Creativity is such a big part of that – it combines communication and building skill sets that will help them to thrive in an ever-changing world.”
Showcasing the new brand to the public is the House of Dots, a pop-up installation housed at London’s Coal Drop Yard and a walk-through house created from the new range. The installation is made up of more than two million LEGO Dots and spans 150 square metres.
The construct took some 800 hours to complete and called on the efforts of a community of more than 200 children and adult fans of LEGO.
The new LEGO Dots creativity range will be available in stores from March this year, and is aimed at children starting from six years old and upwards.