Denmark Denmark
Denmark Denmark
Denmark Denmark
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Function, comfort, quality, and fun<br />
independent company with no<br />
other affiliation to LEGO than<br />
the licence to use LEGO’s logo<br />
and their toy universe. However<br />
it also creates great expectations<br />
regarding quality and expression<br />
among consumers, which we<br />
have to live up to. Just like the<br />
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toys, LEGO WEAR is clothes<br />
where only the best is good<br />
enough. Children play better<br />
when they are in safe surroundings,<br />
and safe surroundings also<br />
include clothing. LEGO WEAR<br />
has been designed on children’s<br />
terms, which means that the<br />
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clothes must have a fit that<br />
doesn’t limit the child’s ability<br />
to play. The clothes are colourful<br />
with plenty of features and<br />
decorations, and elements from<br />
the toys which stimulate children’s<br />
imaginations.”<br />
LEGO WEAR is sold in 36<br />
franchise shops, 40 shop-inshops<br />
and by more than 800<br />
retailers world-wide. The<br />
clothes are made for three segments:<br />
baby, toddler and kids.<br />
www.lego.com/wear<br />
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F O C U S D E N M A R K · V O L . 1 · 2 0 0 5<br />
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