Tuesday, August 10, 2010

Legos ... Not Just Child's Play Anymore

You've heard it before ... don't extend the equity of your brand beyond the point where your target gives you permission to go. But, what if you don't have control of the line extension?

Take for example, Lisa Taylor and British retailer Selfridges who are set to launch a line of Lego jewelry later this month. The jewelry is designed to be whimsical, appealing to so-called "kidults." But conjuring up happy images of building a Lego fantasy castle when you were a child comes at a price ... around $75 for the simplest items in the line.

Sorry Lisa, you've gone a bit too far for my tastes. The jewelry is too big, too colorful, too gaudy for my tastes. And, sorry, but I still think Legos are a lot more fun when you can build something cool.

What do you think?

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Sue Northey - Find me on Bloggers.com