Lego Also Promotes Limited Edition Adult Clothing Series To Attract More Adult Fans.
Beijing time 13, according to foreign media reports, Lego, a toy maker, has launched a series of adult clothing, but customers can only buy it through the virtual store on Snapchat.
Starting from Wednesday, fans of the toy brand will be able to purchase this clothing series using Snap code (Snapchat QR code).
When shoppers scan the code, they will enter an augmented reality boutique, but only for users in the United States, Britain, France and Germany.
In this virtual store, people can browse clothes displayed on Lego mannequin.
Lego's new street clothing series includes sportswear, T-shirts and hats. The main tonal is gray, white and black, with "LEGO" logo on it.
LeaSandell, head of social media innovation, said Lego hopes to make use of the millennials' "style and nostalgia".
Lego's adult fans are an important audience of the brand.
In 2017, the TV show "Lego master" (LegoMasters) attracted about 2000000 spectators per channel when it was broadcast on channel fourth, while the "Architecture" product, which mimics the world-famous architecture, is also popular among adult fans.
The new adult clothing series will be produced by Lego authorized Kabooki.
Kabooki has been producing its "Legowear" children's clothing series for Lego since 1993.
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