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10/15/2021

LEGO, Target build bigger partnership

In time for the holiday season, Target's exclusive collaboration with LEGO is expanding into vibrant clothing and more.
Zachary Russell
Associate Editor
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Just in time for the holiday season, Target is expanding its exclusive limited-edition lifestyle collection with LEGO. The affordable collection is Target’s “most inclusive partnership to-date,” and features toys, gifts, apparel and more for the entire family, inspiring fans of all ages. 

The collection is one of many recent collaborative launches Target has been a part of, including a limited-edition store-themed Monopoly gamecurated beauty sections with Ulta, and more.

The expanded LEGO collection at Target will feature a wide-assortment of vibrant-colored items, including kitchenware, clothing such as jackets, fanny packs and pajamas, and pet accessories. Of course, being LEGo, there will be toys.

Apparel in the line ranges in size from XXS-4X in women’s apparel and S-5XLT in men’s apparel, and features an expanded assortment of adaptive and sensory-friendly offerings for kids and baby, like flat seams or hidden openings.

“Our guests love LEGO brick sets — in fact, Target is one of the leading destinations for families when shopping for the brand,” said Target executive vice president and chief merchandising officer Jill Sando. “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. 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.”

The collection is made up of nearly 300 items, with most available for under $30. The expanded collaboration will be available in stores and online in early December.

“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,” says Satwik Saraswati, design director at the LEGO Group. “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.”