What does being a LEGO® Partner mean?

Here at the LEGO Group, we only partner with brands who share the same commitment to our beliefs and values. As such, our carefully selected brand partnerships result in truly unique and inspirational outputs, with products and campaigns produced from a close, creative collaboration – a process that often is years in the making!

What partnerships does the LEGO Group have?

We have a wide range of brand partners. Of course, some of our oldest partnerships are with those we create our sets with – like Disney™, Harry Potter™, Star Wars™, Ferrari and Marvel as just some examples. But we also bring LEGO® creativity into other areas, such as clothing, through partnerships with adidas and previously with Levi’s. Recently, we’ve even teamed up with our Scandi-neighbours at IKEA® for some creative storage solutions!

How does the LEGO Group select which brands to collaborate with?

First off, we only select brands who share our commitment to creativity and to inspiring kids through their work. After that, we hold initial meetings to discuss ways to collaborate and potential creative outputs. For partners who manufacture products on our behalf, we have a rigorous due diligence process, as it relates to social and ethical manufacturing compliance. As we look into the future, sustainability will play a critical role in our partner selections. We are constantly developing our criteria to ensure we are aligned across the LEGO® ecosystem, processes and brand requirements. New partner onboarding can be a fast-paced process, but we always take our time to ensure only the best outputs are produced, meaning it can often take months or even years of collaboration before the first products of a brand partnership get made!

Where can I find the latest news on LEGO® Brand Collaborations?

We have a site dedicated to all the latest, exciting LEGO® news stories, including all our brand collaborations. We call it our Newsroom.

LEGO® Collaborations

When the world’s most creative and loved brands work together, incredible things happen. Explore the LEGO Group’s exciting collaborations with adidas, IKEA and other iconic brands and discover a wide range of innovative products with the X factor. In building these brand partnerships, we aim to unite people through imaginative play, unlock children’s full potential and make everyday life extra fun.

The LEGO Group and Epic Games present LEGO® Fortnite®

The LEGO Group and Epic Games have teamed up to create LEGO® Fortnite® – an immersive, creatively inspiring and engaging digital experience for kids and families of all ages to enjoy together. When the two companies decided to team up, we agreed on three principles to ensure the digital spaces we develop deliver engaging play opportunities safely. They are to 1) Protect children’s right to play by making safety and wellbeing a priority, 2) Safeguard children’s privacy by putting their best interests first, and 3) Empower children and adults with tools that give them control over their digital experience. The LEGO Fortnite game is the first digital play experience in our partnership, introducing vast, open worlds where the magic of LEGO building and Fortnite collide. Designed for kids and families of all ages to enjoy together, the game will encourage creativity, experimentation and collaboration through play, starting from December 7!

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adidas x LEGO® Collaboration

Two iconic brands, one great team

The LEGO Group and industry-leading sportswear brand adidas share a belief in the power to build better futures through creative play. Now we’re playing on the same team to co-create a diverse array of products that foster a more playful, positive and inclusive world. Look out for colorful adidas x LEGO® apparel, footwear, accessories, sets and other inventive concepts to spark fans’ imaginations.

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The LEGO Group and IKEA of Sweden AB

Say yes to play at home

Creative play is essential to kids’ development, wellbeing and happiness, and sometimes clutter is part of the play. The IKEA and LEGO® brands linked up to make the household a more fun and functional place, enable more play and encourage parents and children to play together. Check out our innovative BYGGLEK range at IKEA stores and say yes to play!

The IKEA trademarks are registered and owned by Inter IKEA Systems B.V.

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The LEGO Group x Levi’s® Collection

Art Made For Wearing

Levi’s® and the LEGO Group fit as perfectly as your favorite pair of jeans. We both love creativity and playfulness, we’re unparalleled on quality and there’s nothing we encourage more than customization. That’s why, in 2020, we paired up for a time-limited brand collaboration like no other, producing a one-off collection that created the first ever flexible LEGO® baseplate! Sewn straight onto the denim, it let you decorate (and re-decorate) however you liked using LEGO DOTS, letting wearers be the master of their style.

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LEGO® Collaborations

The LEGO Group and Epic Games present LEGO® Fortnite®

adidas x LEGO® Collaboration

The LEGO Group and IKEA of Sweden AB

The LEGO Group x Levi’s® Collection

Get answers to your questions about LEGO® Collaborations

Stay tuned for future partnerships

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