LEGO has announced that the LEGO DOTS theme will end in 2023 with the 1st quarter 2023 offerings being the last new products but all LEGO DOTS products will remain active until the end of 2023.
Having made a big splash in March 2020 including collaborations with Levi’s and Disney and the upcoming Harry Potter line, among others; perhaps it was hard to continually come out with new products that resonates uniformly with the general public. Personally arts and crafts have always been a DIY kind of thing so perhaps it’ll live on in other LEGO themes, just not as a standalone theme. LEGO’s announcement as below :
Dear all,
After careful consideration, we have decided to exit the LEGO® DOTS theme and integrate tile-based play into other themes within our portfolio.
January and March launches of LEGO DOTS novelties will go ahead but also be our last on this theme, with all current items from 2022 remaining active in the product line up until the end of the year.
LEGO DOTS was launched in March 2020 with the ambition to connect with kids through their passion for arts & crafts – looking at encouraging self-expression and to attract new builders to the LEGO brand. It was a completely new style of building which used brightly coloured tiles to ignite creativity with LEGO fans, in a fun and unique way.
Whilst seeing great appetite for this type of proposition and playing a key role in retaining kids in the LEGO brand, we also recognise the challenges of establishing LEGO DOTS as a long-term brand in the arts & crafts category.
We will refocus our attention on ensuring elements of tile-play live on across other areas of the business. We know there is still a huge appeal from the arts & craft community, and we want to ensure there are opportunities for kids who love the play proposition to still enjoy building in this way. We can also confirm this discontinuation will not affect our business direction on similar themes like LEGO Art and we look forward to more exciting launches in the future.
We want to thank all our LEGO DOTS fans who inspired us with their creativity!
