Alex Brands unveils Lil Lockitz toy line

The collection has been designed to encourage children to express themselves by designing their own lockets.
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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.

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