Target teams up with Lego for limited-edition lifestyle collection

Target Corp. is expanding its partnership with an iconic toy brand in time for the holidays.

The discounter’s newest limited-edition offering is the
“Lego Collection X Target,” which features more than 300 items. Prices range from $1.50 to $120.00, with most products priced under $30.00.

The collection, which will arrive in Target stores and online in early December, covers a wide range of categories, including home, gifts, pets and toys, along with apparel and accessories. The products “reimagine the brand’s iconic colorful bricks into a myriad of items,” Target said, from brick-inspired hooded sweatshirts and color-blocked puffer jackets to brick-patterned dog leashes and collars.   

The apparel offerings are size-inclusive. There are also adaptive and sensory-friendly offerings for kids and baby, with things such as flat seams or hidden openings.

Target has already launched several limited-edition collections this year, including ones with Levi Strass & Co., plant enthusiast, author and interior stylist Hilton Carter and children's book author, illustrator and animator Christian Robinson. The retailer said its new Lego offering builds on its long-standing partnership with the Lego Group and reflects “our shared values of inclusivity, optimism and joy.”

“Our guests love Lego brick sets,” said Jill Sando, executive VP and chief merchandising officer, 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.”

Earlier this week, Target kicked off its holiday shopping season with the launch of its “Deal Days.”

“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.”