Lego launches a limited edition adult clothing line available only on Snapchat

Paawan Sunam
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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.

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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.

SnapChat Germany LEGO augmented reality experience company AR france group reality uk audience US store target target audience Grey QR code young white demographic black machine clothing AR experience arcade arcade machine augmented augmented reality store Birgitte Holgaard Langer Booth caps clothing license clothing line clothing manufacturing clothing manufacturing company code COO|CMO DJ DJ Booth Kabooki Lego Group LEGO® Wear LEGO® Wear by KABOOKI® license Line QR Snapchat QR Code sweatshirts t-shirts young demographic