Lego has launched a range of clothing for adults, which can only be purchased using a QR code for Snapchat, in a campaign aimed at millennials. The new adult clothing line will be produced by Kabooki under license from the Lego Group. The Snapcode offers entry to a virtual boutique, available to users in the US, UK, France and Germany, where Lego-branded items including sweatshirts, t-shirts and caps are for sale. “People love our products because they feel like they’re part of something bigger than themselves,” said Alex Lee, chief creative officer of Lego Group.
Lego has launched a range of clothing for adults, which can only be purchased using a QR code for Snapchat, in a campaign aimed at millennials. The Snapcode offers entry to a virtual boutique, available to users in the US, UK, France and Germany, where Lego-branded items including sweatshirts, t-shirts and caps are for sale. “People love our products because they feel like they’re part of something bigger than themselves,” said Alex Lee, chief creative officer of Lego Group.