It has been announced that the LEGO DOTS theme will sadly be coming to an end later this year. LEGO DOTS was launched back in 2020 with mixed reactions and the past few years, it also included some licensed products which will have designs from Harry Potter in the next few months. The January and March products will be released but that will be the end of it. While the theme will be ending, it will not affect other similar themes like LEGO Art.
Update on exit of the LEGO® DOTS theme from June 2023 assortment and onwards
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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