Target and LEGO Group Expand Partnership – Retail & Leisure International

Target Corporation today announced its limited-edition collection with the LEGO Group, featuring a lifestyle assortment that goes well beyond the company’s iconic brick. With joyful, colourful items across home goods, pets, toys and gifts, as well as apparel and accessories for the entire family, the partnership will build on Target’s long-standing partnership with the LEGO Group and reflect the companies’ shared values of inclusivity, optimism and joy. The curated collection of everyday and creatively unexpected items offers something for everyone, just in time for the holidays.

Last year, more than 80 per cent of families who purchased a LEGO(R) set spent more time building together than any other leisure activity. Now, Target and the LEGO Group are working hand in hand to reimagine the brand’s iconic colourful bricks into a myriad of items that give guests even more reason to come together through a curated assortment that celebrates self-expression. From brick-inspired hooded sweatshirts and colour-blocked puffer jackets to fanny packs, storage boxes and tumblers in the LEGO brand’s beloved array of colours, the LEGO Collection x Target features items that guests will love not only for the holiday season, but as collectors’ items for years to come.

“Our guests love LEGO brick sets – in fact, Target is one of the leading destinations for families when shopping for the brand.

As we approach 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,” says Jill Sando, Executive Vice President and Chief Merchandising Officer, Target. “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.”