Today, a new, unexpected partnership got teased on the LEGO’s Twitter feed, and it looks like your next pair of jeans from Levi’s might be compatible with your collections of plastic bricks.
Judging by the hashtag #dotyourworld, which accompanied the marketing campaign for the LEGO DOTS products, companies might reveal new apparel collection with customizable elements. No other information is available at the moment.
— LEGO (@LEGO_Group) September 1, 2020
In their attempt to attract new customers, especially the adult audience who might not be interested in toys, but recognize and like the brand, the LEGO Group has been very active venturing into new collaborations. Over the last two year, the Danish toymaker announced themed mobile games with Augmented Reality supported by Apple devices, started a partnership with Universal Music Group to create a new lineup of music-based sets, and most recently revealed a series of new storage products developed together with IKEA.