This is not a joke – the LEGO Group and Crocs have announced a multi-year partnership that is kicking off with a pair of LEGO brick shaped Crocs.
Despite being a design-focused organisation, the LEGO Group is partnering with Crocs, purveyor of the worst shoes ever made / ingeniously subversive footwear / ever so practical shoes that are good for foot support*.
The first product from the collaboration is the LEGO Brick Clog, a pair of Crocs shaped like a LEGO brick. They will come with a LEGO minifigure and four pairs of minifigure scale Crocs for the little character! The Brick Clog and minifigure set will be available at LEGO.com for $149.99, starting from February 16.
Later in the year, Crocs will launch a range of LEGO themed Jibbitz charms so you can put them on your Crocs, then share the results on social media. There’s no information yet on whether the charms will have studs so you can attach other elements to them.
Even though Crocs have been pretty much the same forever, the LEGO Group and Crocs are promising that “the two brands are building a new world of creativity”. Crocs has a “bold spirit” that will be a good fit for the LEGO Group as the companies create “a unique fan experience”.
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Unique? Yes. Experience? Erm… less so. The partnership is launching with a product that genuinely does make sense, as it can only be delivered by Crocs; because the shoes are so plasticky and ugly in the first place, they are perfect for reimagining as LEGO Brick Clogs.
Apparently the Crocs community, like the LEGO community, thrives on “playfulness, personalisation, and sharing their creativity.” That’s right, every time you stick a beautiful Jibbitz charm onto your attractive Clog, you’re expressing your creativity – fearlessly, no less. Nothing says ‘lack of fear’ like ordering plastic charms and sticking them to plastic shoes.
“The LEGO Group’s boundless imagination makes them the perfect match to Crocs’ wonderfully unordinary spirit,” said Crocs Chief Marketing Officer Carly Gomez. “We are both brands that pride ourselves in being built different, in celebrating self-expression and in fuelling creativity. I can’t wait for our fans to see what we’re creating together – we’ve truly broken the mould in a way that we never have before.”
“The LEGO Group and Crocs have come together to celebrate people’s bold and unapologetic creativity,” said LEGO Head of Licensing & Extended Line Design & Partnerships Satwik Saraswati. “Our common mission to enable self-expression and wear it with pride only marks the beginning of a journey with endless possibilities. We cannot wait for the rest of the world to join us and build together with us.”
*Not actual medical advice, just anecdotal advice from Reddit.
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