TOYOLOGY Toyology-The Action Men of the batteries not included industry
Related Articles
The artist Camille Walala today unveiled her latest installation at Coal Drops today to help introduce the all new 2D tile play concept from the LEGO Group – LEGO DOTS. She brought the product to life brilliantly within a free public art installation – The result is HOUSE OF DOTS: a fantastical house with five rooms spread over eight shipping containers, in which everything from the walls and floors to the rugs, frames and furniture has been customised in a mashup of LEGO DOTS and the distinctive style of the artist.
Pop along and take a trip through the living room, kitchen, bedroom, bathroom and finally a unique DOTS DISCO room all whilst having some hands on with this new range which is part of the LEGO creative portfolio of product, due on general release this March.
HOUSE OF DOTS will remain at Coal Drops Yard January 28 – February 2 and can be visited by the public through sign-up here: https://houseofdots.eventbrite.co.uk. Kids under 18 years of age must be accompanied by an adult.
Lena Dixen, Senior Vice President and Head of Product and Marketing Development at the LEGO Group, says about the collaboration with Camille Walala: “We’re extremely excited to introduce LEGO DOTS as a new arts and crafts building concept giving children a creative canvas for social, self-expressive play with endless, ever-changing patterns, colours and designs. As someone who epitomises how confidence in your creativity can have a tremendous impact, Camille was perfect to collaborate with to announce it to the world. She has created something extraordinary and immensely fun that we can’t wait for our fans to explore and be inspired by”.
When creating LEGO DOTS, LEGO designers were inspired by internal research showing that kids are increasingly looking to shape their creative confidence through more personalised forms of play where they can explore freely and express themselves through their own designs. This particular insight draws on a quantitative study conducted with 10,800 parents and 7,200 children across the US, China and Germany, and among the participants a total of 21,600 play observations were mapped out and used to identify the relevance and concept direction of DOTS.
The specific DOTS product development phase has since been further informed by monthly hands-on play sessions, biannual focus groups and quantitative tests across US, UK, Germany and Denmark with more than 500 parents and kids over two years, ensuring the design development aligns to consumer input.
