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LEGO Launches Adult Jewellery Line
LEGO has released its first line of adult jewellery in the form of sterling
silver rings adorned with the children’s construction block.
The jewellery is part of a trend towards “kidult” play-themed products,
according to department store Selfridges, which is stocking the line.
The silver rings will sell for £50 ($75 USD) and come with two interchangeable
LEGO bricks available in more than 15 colours.
A range of charms to accompany the rings will sell for between £15 and £20. ($22
& $30 USD)
The LEGO Group began in the workshop of Danish carpenter Ole Kirk Christiansen
in 1932.
It began producing the plastic interlocking bricks - still a staple of the toy
basket - in 1949.
Other “kidult” products expected to go on sale later this year include Play-Doh
perfume and LEGO nail varnish.
Selfridges spokeswoman Sally Scott said: “In a year of so much economic
uncertainty and political change we think the country is ready to forget their
troubles and have a play.
“In our research we found that LEGO is one of the most tactile objects for
people of all ages. You just can’t resist picking it up and starting to have a
play.”
LEGO spokesman Paal Smith-Meyer said: “We are excited to test launch this
jewellery line with Selfridges. It is a line that celebrates individual
expression in a playful way, using the LEGO bricks that we all grew up with in a
new way.”
Belfastasttelegraph.co.uk
-end of report-
Note: It is not known if the items will be sold in other markets.
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