The LEGO® x Target 2021 collection is a new collaboration between the two retailers arriving in time for the holiday season. It includes nearly 300 items ranging in price from $1.50-$120 USD, with most items under $30 USD. The LEGO® x Target 2021 collection will be available beginning early December on Target.com and in all Target stores. Sadly Target’s presence in Canada ended in 2015 and it won’t be available in LEGO® brand stores. But if you live in, or have friends/family in the US, you have quite a bit to choose from. Target is a major destination for LEGO® shopping in the US. They also get exclusive sets on occasion so it’s a retailer that you should keep an eye on. Tom snagged a Target exclusive back in 2018 which you can read about here.
The LEGO® x Target 2021 collection is very extensive and features a wide variety of products. It’s a lifestyle assortment that goes well beyond The LEGO® Group’s iconic brick for inspiration. There will be “joyful, colorful items across home goods, pets, toys and gifts, as well as apparel and accessories for the entire family”. Here’s a small sampling of what to expect:
From the official press release:
Last year, more than 80% of families who purchased a LEGO® set spent more time building together than any other leisure activity. Now, Target and the LEGO Group are working hand in hand to reimagine the brand’s iconic colorful bricks into a myriad of items that give guests even more reason to come together through a curated assortment that celebrates self-expression. From brick-inspired hooded sweatshirts and color-blocked puffer jackets to fanny packs, storage boxes and tumblers in the LEGO brand’s beloved array of colors, the LEGO Collection x Target features items that guests will love not only for the holiday season, but as collectors’ items for years to come
The LEGO Collection x Target reflects both brands’ commitment to inclusivity, as Target’s most inclusive partnership to-date, ranging in size from XXS-4X in women’s apparel and S-5XLT in men’s apparel and featuring an expanded assortment of adaptive and sensory-friendly offerings for kids and baby, like flat seams or hidden openings. In addition, the collection was designed to celebrate all families and encourage them to express themselves through play, wonder and joy this holiday season.
Merchandising Diversity
This is the latest brand collection with The LEGO® Group following successful collaborations with Adidas and Levi’s. The foray into apparel and accessories really broadens the reach of the brand in fun, energetic ways. I myself haven’t snagged any of above products (yet). But Tom has and I know he’s enjoying his new gear quite a bit. With travel to the US opening up, there will definitely be chances for us Canadians to snag some of these fun products.
What do you guys think? Are you impressed by the product range? Are you eager to get back to some south-of-the-border shopping? Do you miss Target in Canada and did you score any great LEGO® while they were here? Let us know in the comments and as always, keep on brickin’.
-Frank
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