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Lego fans will soon be able to wear the brand\u2019s trademark colourful bricks on their feet.<\/p>\n
Crocs Inc.\u00a0has teamed up\u00a0with the Danish toymaker in a multiyear agreement, starting with Lego-shaped clogs as it looks to connect with new consumers. Another launch will follow in the spring.<\/p>\n
The company, which is looking to recapture sales growth, is positioning the\u00a0clogs as collectible items for kids and adults, although the first drop will only be offered only in adult sizes. Each will\u00a0include a \u201cLego minifigure\u00a0with four pairs of its own miniature Crocs shoes.\u201d They\u2019ll be available globally on Feb.\u00a016 and cost $150 \u2014 well above the price for regular Crocs footwear, which typically run in the $35 to $50 range, with collaborations running up to $70.<\/p>\n
\u201cLego has a very broad consumer base, very similar to Crocs,\u201d\u00a0said Anne Mehlman, president of the Crocs brand, in an interview. \u201cThey have very engaged kids and very engaged adults \u2014 a lot of adults have full Lego rooms dedicated, and we do too.\u201d<\/p>\n
The casual footwear maker needs a new hit as the rapid growth of recent\u00a0years fades. The brand experienced breakneck expansion coming out of the pandemic as comfortable apparel gained favor, with revenue surging 54% in 2022. Collaborations with celebrities such as Post Malone and fashion brands including Balenciaga sparked viral interest while Jibbitz \u2014\u00a0charms that users affix to the footwear \u2014\u00a0made Crocs customizable, further boosting their appeal.<\/p>\n
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That momentum has faded, however. Analysts anticipate revenue in the company\u2019s fourth quarter declined\u00a0about 7.5%, with another slump projected for the following period. Crocs experienced weakness during the holiday period, according to data compiled by Bloomberg Second Measure, and\u00a0the company is struggling to turn around its HeyDude brand, according to research\u00a0from Bloomberg Analyst Abigail Gilmartin.<\/p>\n
The partnership is \u201ca radical move to rebuild brand heat,\u201d Gilmartin said,\u00a0citing the brand\u2019s past \u201cviral success with some of its more out-there shoe models like the yellow boot a few years ago.\u201d<\/p>\n
\u201cLego\u2019s loyal fan base could be what Crocs needs to reengage with younger shoppers,\u201d she said.<\/p>\n
Lego,\u00a0which will sell the footwear at some of its retail locations, offers a strong partner for Crocs. The closely held toymaker reported record revenue while gaining market share in 2024, according to the most recent data that\u2019s publicly available. It\u2019s building new factories, including one in Virginia, and pushing into gaming and digital toys.\u00a0It\u2019s not the first time Lego has collaborated with a footwear brand, last year\u00a0partnering with Nike Inc.<\/p>\n
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Crocs and Lego share a common goal \u201cto enable self-expression\u201d and the clog \u201cmarks the beginning of a journey,\u201d according to an emailed statement from Satwik Saraswati, Lego\u2019s head of licensing, extended line design and partnerships.<\/p>\n
The companies didn\u2019t disclose financial terms of the partnership.<\/p>\n
The clog debuted with rapper Tommy Cash at Paris Fashion Week on Wednesday.\u00a0The collection will be available on both companies\u2019 websites and\u00a0will incorporate Lego\u2019s brick plastic into the accompanying Jibbitz charms, which haven\u2019t been unveiled.<\/p>\n
Crocs is looking to reinvigorate its collaborations while boosting its presence in games and\u00a0films. It\u2019s also hosting livestreams on TikTok shop and in-person events, such as an upcoming pop-up experience in Shanghai to market the Lego collection. Additionally, Crocs is branching out beyond footwear with products including bags and phone cases.<\/p>\n
\u00a9 2026 Bloomberg<\/p>\n
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