Danish toy production company LEGO has extended its brand partnership with US-based tween girl’s clothing retailer Justice.
LEGO Friends and LEGO Disney building sets will be available in all Justice stores from this month.
The partnership is also holding a “Build & Shop” LEGO building event on 10 November to inspire creative play among girls.
The event will be held in 300 Justice stores across the US and Canada. Justice also has presence in Asia, Mexico, and the Middle East.
The companies are inviting girls to participate for free in the event, which will provide an opportunity for the first 25 attendees to build a special LEGO set to take home.
Justice chief merchandising officer Jonathan Mugler said: “Our goal is to create inspiring content and engaging experiences that support our Live Justice values and our mission of empowering girls to change the world.
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“And our partnership with LEGO Group is an important step in further expanding that mission. Their commitment to providing experiences that provoke creativity and build self-confidence is so important in today’s world and we are excited to bring that to more girls.”
With this partnership, LEGO is encouraging more girls to engage in construction play that can help boost confidence, creativity, and problem-solving.
LEGO systems senior director brand relations Michael McNally said: “We are thrilled to expand our partnership with Justice, a brand that shares our same values of inspiring and developing girls and their interests through self-expression.”