Lego has branched out from bricks
Lego branches out into jewellery
Posted July 06, 2010 |
World-famous toy brand Lego has swapped plastic for sterling silver as it tests a jewellery range in iconic London department store Selfridges.
The brand extension is part of a trend towards “kidult” play-themed products, according to Selfridges.
The range includes silver rings and charms. The rings will sell for £50 and come with two interchangeable Lego bricks available in more than 15 colours, and the charms will retail for between £5 and £20.
Lego spokesman Paal Smith-Meyer said the jewellery line "celebrates individual expression in a playful way".