LEGO DOTS theme officially unveiled

The LEGO Group is launching an all-new theme today based around creativity and self-expression – LEGO DOTS.

At the HOUSE OF DOTS art installation in London, the LEGO Group is unveiling LEGO DOTS. This new theme is unlike other LEGO ranges as it fits into the arts and crafts space, using a 2D tile-based play concept to encourage self-expression.

The theme is based on multiple shapes and colourful tiles, with the 1×1 elements intended to decorate the products. These include wearable wristbands and room décor with surfaces designed for individual customisation. There will be over 30 new mood tiles including facial expressions, a music note, a cosmic planet, star night and paw print.

These decorative tiles fit in with the LEGO system of play, so will be entirely usable with other LEGO elements.

Nine LEGO DOTS products will launch on March 1, with more to come later in the year:

41900 Rainbow Bracelet (£4.99)
41901 Funky Animals Bracelet (£4.99)
41902 Dark Unicorn Bracelet (£4.99)
41903 Cosmic Bracelet (£4.99)
41912 Tropical Birds Bracelet (£4.99)
41904 Photo cubes (£12.99) Three animal cubes for picture displays
41905 Jewellery holder (£12.99) For rings, necklaces, bracelets etc
41906 Pineapple pencil holder (£17.99)
41908 Booster bags (£3.99) bags with raw coloured and decorated tiles

LEGO designers were influenced when devising LEGO DOTS inspired by internal research showing that children like to shape their creative confidence through more personalised forms of play, wanting to explore freely and express themselves through original designs. The finding is taken from a quantitative study conducted with 10,800 parents and 7,200 children across the US, China and Germany. When working on the project, “a total of 21,600 play observations were mapped out and used to identify the relevance and concept direction of DOTS”.

Over two years, there have been monthly hands-on play sessions, focus groups and quantitative tests in the US, UK, Germany and Denmark with more than 500 participants so that consumer input could inform the development of DOTS.

LEGO DOTS was originally expected to be released in 2019 but was pushed back to 2020.

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Graham was the Editor up until November 2020. He has plenty of experience working on LEGO related projects. He has contributed to various websites and publications on topics including niche hobbies, the toy industry and education. Follw Graham on Twitter @grahamh100.

One thought on “LEGO DOTS theme officially unveiled

  • 28/01/2020 at 09:23

    Nothing new about this.

    Anyone remember Clickits (circa 2003) or Scala (1970/80ish)? Both of these offered exactly the same thing with jewelry that could be customised (I am British, spell checker, deal with it). The only difference that the Dots theme brings is a new palette of pieces to create things from.


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