Lego and Crocs have entered a multi-year global partnership spanning footwear, toy collectibles, and in-store immersive experiences.
The collaboration will kick off with the launch of the Lego Brick Clog, which combines the silhouette of an oversized Lego brick with Crocs’ signature foam resin.
Each pair features four studs stamped with the Lego logo and a brick-inspired outsole. The footwear will also be sold with a Lego Minifigure toy set, which includes four miniature pairs of Crocs.
Satwik Saraswati, head of licensing and extended line design and partnerships at the Lego Group, said the collaboration aims to unlock new forms of creativity.
“Our common mission to enable self-expression and wear it with pride only marks the beginning of a journey with endless possibilities,” Saraswati said. “We cannot wait for the rest of the world to join us and build together with us.”
Following the initial drop, multiple launches are planned this year, including immersive in-store experiences, a second shoe design in spring, and Lego-inspired Jibbitz charms.
Carly Gomez, CMO at Crocs, said the two brands share a focus on creativity and individuality.
“We are both brands that pride ourselves on being built different, celebrating self-expression and fueling creativity,” Gomez said.
The Lego x Crocs collection will retail for $149 and will launch globally on February 16.
- Further reading: Smart play: Lego bridges traditional bricks and tech at CES
