17/01/2023 - 13:44 Lego news

lego dots finito

LEGO today announces the upcoming discontinuation of the LEGO DOTS range, launched in 2020, and the last wave of new products marketed under this label will be in March 2023. Existing products will remain available until the end of this year.

The ultra-competitive creative leisure market got the better of this range of products that are logically difficult to renew and reinvent over time. Even if the range disappears as such, LEGO does not refrain from reusing the concept within other ranges, it is already the case with products under Disney license and we know that three references under Harry Potter license are scheduled for this year.

After careful consideration, we have decided to exit the LEGO® DOTS theme and integrate tile-based play into other themes within our portfolio.

January and March launches of LEGO DOTS novelties will go ahead but also be our last on this theme, with all current items from 2022 remaining active in the product line up until the end of the year.

LEGO DOTS was launched in March 2020 with the ambition to connect with kids through their passion for arts & crafts – looking at encouraging self-expression and to attract new builders to the LEGO brand. It was a completely new style of building which used brightly colored tiles to ignite creativity with LEGO fans, in a fun and unique way.

Whilst seeing great appetite for this type of proposition and playing a key role in retaining kids in the LEGO brand, we also recognize the challenges of establishing LEGO DOTS as a long-term brand in the arts & crafts category.

We will refocus our attention on ensuring elements of tile-play live on across other areas of the business. We know there is still a huge appeal from the arts & craft community, and we want to ensure there are opportunities for kids who love the play proposition to still enjoy building in this way. We can also confirm this discontinuation will not affect our business direction on similar themes like LEGO Art and we look forward to more exciting launches in the future.

We want to thank all our LEGO DOTS fans who inspired us with their creativity!

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