Danish toy maker Lego collaborated with Japanese minimal retailer Muji to launch a few innovative toys. The sets contain Lego bricks, paper, and a hole punch that’s aligned with the Legos’ iconic bumps. Paper can then be integrated into Lego structures, creating a new way to build. I’d love to have just the hole punch – even that piece is a cool bit of Japanese utilitarian minimalism.
This collaboration is by far Lego’s best brand extension. I’m really not impressed with Lego Rock Band or Lego x some movie. Those are better left to Playmobil, since it’s already more theme-y and story-based than Lego. Lego should be a blank starting point, like a 3D crayon set. The Muji stuff builds on that principle.