H&M and the LEGO Group Team Up to Celebrate the Power of Play and Creativity

The newly unveiled H&M x LEGO® Collection is packed with playful prints of the iconic LEGO® brick. Bright colours, fun designs and smiling LEGO Minifigure heads have been used throughout the range to allow children to express themselves through fashion.

The collection is designed to celebrate kids’ boundless imaginations and was inspired by the creativity of LEGO play in the brand’s 90th year. The kidswear range includes hoodies, t-shirts, dresses, skirts, shorts, matching sets, and accessories in off-white, muted green, peach, purple and of course, the vibrant colours of the iconic LEGO® bricks that inspired the designs.

Sofia Löfstedt, Head of Kidswear Design at H&M commented: “We’re thrilled to be launching this collaboration with the LEGO Group, a company with many shared values and the belief of all kids having a right to be their true self. We believe these values have been brought to life in the colourful and joyful H&M x LEGO® Collection! By collaborating with the LEGO Group, a brand that celebrates the playfulness, creativity and inventiveness of kids, we are offering children fashion items that encourage them to stay curious and never stop exploring.”

Tina Walsh, Head of Retail Marketing, Licensing and Extended Line at the LEGO Group notes, “We are thrilled to be partnering with H&M in our 90th year to help children be playful and creative in the way they express themselves with fashion. Our playful window displays will be unveiled globally to highlight this collaboration – look out for our iconic brick visuals. At the LEGO Group we believe everyone is a builder, so we’re celebrating the collaboration even more by inviting people of all ages to come and get creative with us in select H&M stores around the world.

“In Hamburg, London and New York, we’ll be transforming the windows with LEGO® brick-built city skylines and inviting shoppers to add their own touches by participating in a fun LEGO building activity in stores. We hope people of all ages feel inspired to take a moment to play and share their own creation with other fashionistas visiting the store.”

The H&M x LEGO® Collection will be available in select stores and online at hm.com from June 30, 2022. The window displays and building activities will take place at the following location and time:

·        H&M Hamburg Spitalerstrasse 12 on July 1st & 2nd

·        H&M NYC Fifth Avenue on July 14th

·        H&M London Westfield Stratford on July 16th

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