Target builds on colourful partnership with LEGO for the holiday season

US retailer Target has launched an exclusive LEGO collection including apparel and homeware.

The range further builds on Target’s long-standing partnership with The LEGO Group, with the retailer saying that it reflects the companies shared values of ‘inclusivity, optimism and joy’.

“Our guests love LEGO brick sets. In fact, Target is one of the leading destinations for families when shopping for the brand,” commented Jill Sando, evp and chief merchandising officer at Target. “As we approached the holiday season, we saw an opportunity to come together with one of our long-standing partners to create something truly special for our guests during a time of year when differentiation and value are paramount.

“As our guests continue to reimagine what their holiday traditions look like, our hope is that this collection will encourage them to make new memories this season and celebrate what matters most – spending time with family and friends.”

Target says that the collection with LEGO is its most inclusive to date. Items range from brick-inspired hooded sweatshirts, colour-blocked puffer jackets and pyjamas, through to adaptive and sensory-friendly offerings for kids and babies (such as flat seams or hidden openings).

Satwik Saraswati, design director at the LEGO Group, added: “The LEGO brand is rare in its ability to equally excite all members of the family and we expect that enthusiasm to soar as we offer LEGO fans young and old the opportunity to experience our brand in an entirely new way through this partnership.

“Giving consumers a chance to curate and create looks as unique as their families through this collection, just as they would with LEGO bricks, is something we are proud to bring to Target guests this holiday season.”

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