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.

Spoločnosť LEGO Group a Formula 1® – Hranie na prvom mieste

Od sezóny 2025 spolupracujeme s Formulou 1®, aby sme fanúšikom, ako ste vy, priblížili napínavú pretekársku akciu vďaka stavebniciam LEGO®, v ktorých sa nachádza na štarte všetkých 10 tímov! Ale to zďaleka nie je finále… Očakávajte množstvo vzrušujúceho obsahu na našich digitálnych platformách vrátane aktivácií fanúšikovských zón na pretekoch Grand Prix™. Pripravte sa a usaďte sa za volant. Najprv ho však, samozrejme, musíte postaviť…

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LEGO Group a Epic Games predstavujú LEGO® Fortnite®

LEGO Group a Epic Games spojili svoje sily, aby vytvorili LEGO® Fortnite® – pohlcujúci a pútavý digitálny zážitok, ktorý bude inšpirovať kreativitu a môžu si ho spoločne vychutnať deti aj rodiny bez ohľadu na vek. Keď sa obe spoločnosti rozhodli spolupracovať, dohodli sme si tri zásady, aby sme zabezpečili, že digitálne priestory, ktoré vyvíjame, budú bezpečne poskytovať pútavé herné príležitosti. Majú 1) chrániť právo detí na hru tým, že prioritou je bezpečnosť a pohoda, 2) chrániť súkromie detí tým, že kladú ich prospech na prvé miesto, a 3) sprístupniť deťom a dospelým nástroje, ktoré im poskytnú kontrolu nad ich digitálnym zážitkom. Hra LEGO Fortnite sa stala prvým digitálnym herným zážitkom v rámci nášho partnerstva a prináša rozsiahle otvorené svety, v ktorých sa stretáva kúzlo stavania z kociek LEGO a Fortnite. Hru sme navrhli pre deti a rodiny bez ohľadu na vek, aby si ju mohli vychutnávať spoločne, a už od 7. decembra bude pri hraní podporovať tvorivosť, skúmanie aj spoluprácu!

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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

Spoločnosť LEGO Group a Formula 1® – Hranie na prvom mieste

LEGO Group a Epic Games predstavujú 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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