DOTS is a particularly interesting theme, and I think is the culmination of years and years of consumer research, representing LEGO’s (and the world’s) shift from explicitly gendered toys, to more inclusive play experiences, breaking down some barriers like boys can’t play with bright colours and bracelets.

Clikits sets included pencil cases, bags, purses, bracelets, notebooks, and more, significantly expanding on the LEGO jewellery and stationery lineup. 7. Friends (2012-Ongoing) Sets included dragons, castles, and more, allowing LEGO fans to construct a whole new mythical world. To the dismay of many fans, the theme concluded in 2018.LEGO® Clikits was an innovative series designed to reach a new audience - girls. It was a great success and became very popular around the world. Although the series was eventually discontinued, it remains a popular and beloved series among LEGO® fans of all ages.

It’s been really interesting to see the shift in their approach, and personally, I really like how LEGO Friends has expanded beyond typically “girly” town-settings like Bakeries to include more adventurous themes like Jungle/Animal Rescue and Underwater Exploration.While it may seem “girly”, LEGO Dots is actually positioned as gender-neutral, and caters to both boys and girls’ desire to express their creativity through mosaics and tiles. The theme is still going strong (we in the Ong households are contributing heavily to sales!) and is testament to the cultural cachet of Disney Princess and LEGO minidolls – a combination that has been paid off dividends for both LEGO and Disney. 9. Elves (2015-2018) The most obvious use of the icons, then, is as decorations. They work well with the 2x2 tile with one centre stud. Fire Yellow is very similar to Bright Yellow but slightly brighter and used around 2004, exclusively in Clikits.