LEGO® Bags

As a kid I spent hours playing with LEGO bricks. When I started working with Carry Gear Solutions and discovered that we had the license to design packs and bags for LEGO, it was a childhood dream come true. I visited the LEGO headquarters in Billund, Denmark multiple times to meet with their creative team where they share their initiatives for the coming years and the new product lines that launch next season. 

LEGO provides their licensees with styleguides every year for each of their themes. From these styleguides, we are given access to collateral that we can use in our designs. They also encourage us to create our own graphics that fit within their guides in order to come up with unique designs that will share the joy of building with children everywhere. Their motto, “Only the best is good enough” resonates with our company and our designs as we strive to continuously provide our customers with the highest quality goods at an affordable cost. We even provide a more sustainable option by using rPET fabric on 90% of our line.

ETHNOGRAPHIC RESEARCH

Our team did an intensive research project focusing on back health for kids in relation to their school bags. From surveys with parents, focus groups with kids, articles from doctors and experts, as well as an interview with the former head of the AOTA, we concluded that it was important to include sternum straps, padded/contoured shoulder straps as well as interior pockets for keeping heavy items closer to the back.

CONSUMER RESEARCH

We make sure to take a good look at our key users so that the products that we create for them will be right for their needs and interests.

MARKET RESEARCH

As we plan for our coming seasons, we look to trends in the market in graphics, kid-related products, and other peripheral entertainment that may catch children and parent’s eyes.

COMPETITIVE RESEARCH

Keeping a pulse on the market is essential to make sure we know what is resonating in our category with our consumers. Oftentimes it is the parent who is buying these packs for their children, so our designs have to be attractive to both.

DESIGN PROCESS

Taking the information we gathered from all phases of our research we enter into the design phase working within LEGO’s styleguides to come up with compelling new products rich with features for fans of LEGO, both kids and adults alike. We support these designs with both physical and digital marketing assets.

2019 DEALER CATALOG

Our 2019 collection was a culmination of many years of adding iconic styling to the line. As we planned to age up our collection, we focused our imagery on older kids and adults while still making sure to have fun with the designs.