LEGO® presents its Christmas bet for 2020 with more than 300 new products and a greater focus on the adult public
LEGO Super Mario, the new line that brings the Mario Bros. universe to real life, and LEGO DOTS, LEGO's incursion into the arts and crafts sector, head the list of new products for this campaign.
Decoration, motor, architecture, music and cinema are some of the themes that LEGO offers to adults through specific products, highlighting the launch of LEGO Art.
Madrid, October 7, 2020—LEGO® is already preparing for the 2020 Christmas campaign and is aiming to reach more children and adults of all ages than ever before. Imagination, creativity and skill come together in the more than 300 new products that LEGO proposes this year, characterized by a great diversity of themes that fulfill the purpose that every child, of any age, finds his or her ideal toy.
New product lines, important launches of sets and outstanding collaborations with iconic brands as well as great best sellers, continue to inspire this year children and adults to continue developing their creativity to build a better future, faithful to the values of the global LEGO campaign 'Rebuild The World'.
To achieve this, LEGO arrives at the Christmas 2020 campaign with a catalog that will excite its fans and win over new ones, highlighting two new product families. The first of these is LEGO Super Mario, the great union with Nintendo that turns the universe of the Mario Bros. saga into LEGO. A collection of products that was born to mark the 35th anniversary of this emblematic character and that materializes in physical play the scenarios, characters and mechanics of the famous video game through interactive elements, such as the figure of Mario. One must collect in 60 seconds the major possible quantity of coins in the real life across different levels of game created with LEGO bricks. The line is composed by an Initial Set that includes the interactive figure (necessary to play with the rest of the collection), as well as Four Power Packs that give special powers to Mario, ten interactive Collectible Enemies, eight Expansion Sets to recreate Mario's worlds and the LEGO Nintendo Entertainment System collector’s set.
To this great newness another line launched during this year is added. LEGO DOTS is the group's commitment to the arts and crafts sector through the use of a system of 2D pieces with which children can customize again and again a collection of decorative items and clothing accessories. Bracelets, pencil holders, photo frames, jewelry boxes or desk organizers are some of the references of LEGO DOTS, which offer unlimited ways in which the little ones can create their world, dismantling all their elements and redesigning them again to help build and show their creative style and confidence.
In addition, there is a long list of new features in the main original lines of LEGO. This is the case with LEGO City and LEGO Friends, the families of products that recreate the real world and boost the imagination of children based on their environment, which provide 25 new items each. Among them, the sets born in collaboration with National Geographic, dedicated to raising awareness among children about caring for the oceans, the sea bed and wildlife, such as the LEGO CITY Exploration Ship and the LEGO CITY Exploration Submarine or the Panda Tree House in the Jungle and the LEGO Friends Jungle Rescue Base.
For its part, LEGO Duplo, the line dedicated to developing the key skills of children between 1.5 and 5 years, offers about twenty new references for family play. One example is found in the new LEGO Duplo City sets, such as the Truck and Excavator with Crawlers or the Demolition Ball Demolition.
The novelties extend to other lines that are already authentic mass successes. LEGO Harry Potter arrives at Christmas with the largest portfolio ever seen: a total of 19 products, of which seven are this year's releases. One of the star products is the Diagon Alley, full of details that reliably transfer to its iconic stores, as well as new parts of Hogwarts Castle. As for LEGO Star Wars, the portfolio includes 23 new products to recreate mythical scenes from the movies and to which are added products from the series The Mandalorian, such as The Child, a set that adopts different expressions by moving his head, ears and mouth articulated.
Fantasy and its infinite game possibilities are multiplied with new products of lines like LEGO Ninjago with its famous adventurous ninjas, LEGO Super Heroes with launches in both Marvel and DC sets, and LEGO Jurassic World, through which children can continue dreaming with their favorite creatures. Also included is LEGO Disney, where the stories starring characters like Anna and Elsa, Mulan or Ariel never end.
Adults, more than welcome
New construction challenges are added to LEGO’s offerings for adults, based on themes that appeal to this audience, such as music, cinema, motoring, architecture, and decoration. This year, LEGO’s strategy is to expand its focus on products for the adult audience, even creating specific packaging to differentiate these sets from those aimed at a younger audience.
Individuals over 18 years old will find a list of new products headed by the LEGO Art family of products, launched just a few weeks ago, which allows them to create decorative pictures with 2D pieces to display in their homes or workplaces: Andy Warhol’s Marilyn, portraits of the members of The Beatles, Iron Man for fans of superheroes, and The Sith of Star Wars for fans from the furthest reaches of the galaxy.
Technology enthusiasts will also find their own challenge in LEGO Mindstorms, the line dedicated to robotics and programming. Robot Inventor 5-in-1 is a new version of this product that will be released on October 15th and can be configured to create five different robots, as well as providing adults and children with unlimited options to build and code their own creations. The new software will also make coding more accessible to users around the world.
Other sets for adults belong to themes such as the engine, with LEGO Technic Lamborghini Sián FKP 37, a model of 3,600 pieces with great realism thanks to its control panel, the real 8-speed gearbox or the V12 engine with moving pistons; music, such as the LEGO Ideas grand piano, which can play music with the LEGO Technic CONTROL+ App while moving its keys, or architecture, such as the LEGO Architecture White House.
The list of major new products concludes with three major collaborations with brands with which LEGO shares key values, such as creativity and customization. This is the case of IKEA, a brand with which LEGO has launched the BYGGLEK collection that combines storage and play solutions, Levi's, a collaboration that consists of a customisable collection with LEGO DOTS elements anchored to flexible LEGO motherboards, and Adidas, with which the group has presented a fun and colourful version of the legendary ZX8000 shoe.
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