17/01/2023 - 13:44 LEGO News

lego dots finito

LEGO annonce aujourd'hui l'arrêt prochain de la gamme LEGO DOTS, lancée en 2020, et la dernière vague de nouveautés commercialisée sous ce label sera celle de mars 2023. Les produits existants resteront disponibles jusqu'à la fin de cette année.

Le marché ultra-compétitif des loisirs créatifs aura eu raison de cette gamme de produits logiquement difficile à renouveler et à réinventer au fil du temps. Même si la gamme disparaît en tant que telle, LEGO ne s'interdit toutefois pas de réutiliser le concept au sein d'autres gammes, c'est déjà le cas avec des produits sous licence Disney et on sait que trois références sous licence Harry Potter sont en principe prévues cette année.

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 coloured 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 recognise 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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