LEGO partners with Target for limited-edition 2021 collection

The LEGO Group has partnered with Target to launch a limited-edition collection of clothing, homeware and accessories.

The range will be available exclusively in the US from early December – just in time for the holiday season – and is set to consist of almost 300 different items, spanning hooded sweatshirts and jackets to tumblers and pet accessories. Prices will range from $1.50 up through $120, though the majority of items will reportedly cost less than $30.

“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,” said the LEGO Group’s Design Director Satwik Saraswati.

LEGO x Target Collection 1

According to Target, the collection represents the brand’s ‘most inclusive partnership to date’, with sizes ranging from XXS-4X in women’s apparel and S-5XLT in men’s apparel. It will also feature an ‘expanded assortment of adaptive and sensory-friendly offerings for kids and baby’.

“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,” said Target Executive Vice President and Chief Merchandising Officer Jill Sando.

The full product range hasn’t yet been revealed, but the teaser images show off bright and colourful clothing and accessories, in a similar vein to the LEGO Group’s recent partnerships with Adidas and Levi’s.

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LEGO X Target Collection Featured

Chris Wharfe

I like to think of myself as a journalist first, LEGO fan second, but we all know that’s not really the case. Journalism does run through my veins, though, like some kind of weird literary blood – the sort that will no doubt one day lead to a stress-induced heart malfunction. It’s like smoking, only worse. Thankfully, I get to write about LEGO until then. You can follow me on Twitter at @brfa_chris.

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