LEGO debuts new arts and crafts brand, LEGO DOTS

LEGO has debuted a new arts and crafts brand called LEGO DOTS.

Launching in March, LEGO DOTS is a 2D tile-based play concept boasting surfaces designed for individual customisation and self-expression.

Initial lines include blind booster bags, wearable bracelets and room décor items like photo cubes, picture frames and pencil holders.

“We’re extremely excited to introduce LEGO DOTS as a new arts and crafts building concept giving children a creative canvas for social, self-expressive play with endless, ever-changing patterns, colours and designs,” said Lena Dixen, Senior Vice President and Head of Product and Marketing Development at the LEGO Group.

When creating LEGO DOTS, LEGO designers were inspired by internal research showing that kids are increasingly looking to shape their creative confidence through more personalised forms of play. This particular insight draws on a quantitative study conducted with 10,800 parents and 7,200 children across the US, China and Germany, and a total of 21,600 play observations were mapped out and used to identify the relevance and concept direction of DOTS.

The specific DOTS product development phase was further informed by monthly hands-on play sessions, biannual focus groups and quantitative tests across US, UK, Germany and Denmark with more than 500 parents and kids over two years.

‘Fans excited about this new play concept will be pleased to hear that more 2D tile-based LEGO products are in the pipeline,’ added a statement from LEGO.

To celebrate the launch, a public art installation from artist Camille Walala has launched in London’s King’s Cross called ‘House of DOTS’. The house is made up of five rooms spread over eight shipping containers, in which everything from the walls and floors to the rugs, frames and furniture has been customised in a mash-up of LEGO DOTS and Walala’s distinctive patterns and colours.

HOUSE OF DOTS will remain at Coal Drops Yard until February 2nd and can be visited by the public through sign-up here: https://houseofdots.eventbrite.co.uk.

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