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Lego Wear Targets Millennials with Virtual Snapchat Clothing Launch

Lego wanted to drop a millennial-centric clothing line—so it partnered with Snap Inc. to drum up buzz as only the camera-first social app can.

Drops like Levi’s cap collab with Disney, Adidas’ limited-edition Falcon W release and Nike’s exclusive Air Jordan launch paint a picture of Snapchat’s growing role as the preferred channel for brands that want to reach millennials and Gen Z, the youngest spending group that continues to prefer the app known for its augmented reality puppy-dog overlays, to sites like Instagram, Facebook and Twitter. On Snap Inc.’s Feb. 5 call to discuss fourth-quarter 2018 earnings, chief business officer Jeremi Gorman describes young consumers as an “audience who can be difficult to reach on other channels.”

With a major motion picture in theaters, Lego is squarely in the spotlight and its splashy London Fashion Week Snapchat launch indicates it’s seizing the moment and momentum to keep all eyes on its brand. Lego Wear, working with Danish design label Kabooki to create the curated assortment of styles, picked Snapchat to help conceive of a store experience powered entirely by augmented reality, the toy maker said in a statement.

For one day in London, visitors to an empty white-walled pop-up location could use their smartphone to scan a QR-based Snapcode mounted inside the shop and unlock a virtual “store” in which mannequins in the shape of Lego figurines modeled the limited-edition sweatshirts, T-shirts and hats alongside a Lego bouncer, interactive DJ booth and an arcade machine. Snap users based in France, Germany, the U.S. and the U.K. using the app’s “Shop Now” feature could also score the exclusive merchandise that Lego said channels millennials’ “sense of style and nostalgia.”

The future will likely bring more such collaborations as brands look for ways to stand out from the pack and give product launches an exclusive spotlight.

“There have been some just beautiful executions lately on the augmented reality side as I think people are really testing their capabilities of [Snapchat’s] Lens studio, which has opened up a whole new avenue for creativity on our platform,” Snap CEO Evan Spiegel said on the earnings call.