Speculation on New LEGO Crafts Brand

August 11, 2018

LEGO could be preparing to launch a new range of products focused around jewellery and crafts.

Brick Fanatics are reporting that they have received information suggesting that the LEGO iCreate brand will debut in January 2019, with the focus seemingly on the female market. This would be similar to the Clikits brand launched in 2003. iCreate will reportedly feature a mixture of products, with the main sets believed to be bands that will allow accessorising with LEGO pieces, both existing and newly-designed specifically for the new brand.

The report claims that two types of band will be available to purchase, with a standard assortment and then a ‘blind bag’ version at a cheaper price.

Aside from the wearable product, iCreate will also apparently feature higher-priced items, including jewellery boxes that require construction before they can be used. A major selling point of the products will be personalisation, a strategy used by companies for years.

In a further effort to differentiate the new brand from the existing toy line, it is believed that iCreate will be presented to retailers as an art and crafts line rather than a regular toy product.

The website are quick to point out that this is strictly rumour for now, as no official announcement has come from LEGO, however it would appear that there may be something in this report.

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