Lego Group, a toy production company launched a clothing line exclusively on Snapchat available from Wednesday in US, UK, Germany and France.
To access the clothing line, you'd have to use a Snapchat QR Code, which would direct you to an augmented reality store where you can browse through the clothes presented on Lego mannequins. The virtual store woud also host an arcade machine and a DJ Booth.
The clothing line includes sweatshirts, t-shirts and caps in a palette of grey, white and black. The clothes would be produced by Kabooki, a clothing manufacturing company who have held Lego's clothing license since 1993.
Birgitte Holgaard Langer, COO|CMO, LEGO® Wear by KABOOKI® told Fashion Network that, "Approaching the adult fashion audience with this limited-edition clothing line through an AR experience is something we have never done before. We are very excited to see how this new audience will respond to the launch and the AR experience.”
Lego's creatively digital approach to launch it exclusively as an AR Experience may appeal to the young adults-the target audience of this line as Snapchat majorly hosts a young demographic.