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WHY LEGO® Bags?For over 50 years, the LEGO Group has been one of the world’s leading manufacturers of play materials, bringing the idea of play to kids and adults around the world. Made up of the first two letters of the Danish words LEG GODT, meaning “play well”, the LEGO® brand name has become synonymous with fun for all ages.

LEGO Bags seek to incorporate these values from the LEGO Group, redefining them for the modern child with lasting durability, unparalleled quality and LEGO branding. We take the industry-wide standards of safety and durability and improve them with increased comfort, improved fit and high quality productions. Our bags are more than just bags, they are an extension of the LEGO Group, designed to meet all the needs of today’s children, whilst integrating an element of play. Whether for school or travel, LEGO Bags have your child’s back. With a heritage like ours, we believe that one is never too old to play.

CORE VALUES• We value our GENIUNE relationship with the LEGO Group

and carry the global brand responsibly

• We value our ERGONOMIC designs strengthened byinnovation, know-how and premium quality control

• We value our COMMITMENT to providing aselection of unrivaled school bags, details andstyles for young generations of today.

• We value our SAFE LEGO Bags created with360-degree reflective details, REACH compliantfabrics, ISO 9001 certified production and 100%free of PVC, lead, nickel and phthalates!

CORE FOCUS GROUPSIdentifying core focus groups …

PRESCHOOLERS (kindergarten) Age 3-6 Backpacks are an accessory item for this target group, and they use the bags when heading to kindergarten, on play dates or sleepovers. The bag is a statement of independence and gives a sense of responsibility to the child, as they are able to carry their own toys, lunch box and a bit of clothing.

The preschoolers are family contributors, as they are able to pack their own toys or play items into the bag and their parents can trust that the journey from A to B will be pleasant and joyful with soft and ergonomically shaped bags.

SCHOOLERS (1-2nd grade) Age 6-8These young kids are defined as school starters. They look for bags and accessories that add fun, creativity and inspiration to school life. They want to carry around a personal assistant; providing a ton of practical solutions, making both the journey to school, classes and after school activity an easy and joyful experience.

The schoolers are responsible for organizing part of their own life, as they are able to organize books, pencil case, lunch box, water bottle, gym clothes and shoes for a full school day. Their parents rely on safety features and a high comfort on their kid’s educational journey.

TWEENS (3-4th grade)Age 8-12The timetable is quite full for this target group, with classes in different languages, classes in cooking, gym, art, music, math, science to name a few, as well as multiple after school activities. These youngsters have high expectations for their bags and accessories to optimize daily organization, increased volume and supporting their social image.

The tweens become small project managers of their lives, ensuring they have packed the right things for the right day and getting themselves safely to and from school with just the right comfort and back support.

TEENSAge 13-19This target group cares about their image and social appearance. They use laptops, tablets and mobile phones as part of their everyday life and view their bag or accessories as a supportive function to carry around their life for classes, study group activities and afternoon events.

Teens want easy organization, ergonomic features and to be able to protect their digital devices, but more so they value a great design that makes them stand out from the crowd.

YOUNG ADULTSAge 12+Bags are a lifestyle choice for this group of young adults and they have multiple bags for multiple purposes. To this group of young adults, LEGO® is dear to their heart, and they value the branded aspect in owning evergreen designs.

Young adults are conscious individuals who respect good quality and creative solutions that makes each day, whether travelling, studying, shopping or strolling around the city, a day of excitement.

PADDED BACK PANELPadded and ergonomically shaped back panel.

WATER REPELLENTFabrics treated to repel water, creating a barrier between your books and moisture.

LIGHT WEIGHTOur lightweight school bags help ensure the least amount of additional carry-weight.

INTERCHANGEABLE BUCKLE SYSTEMAn easy to use buckle system that allows for attachment of accesso-ries such as keys or our wallets.

TABLET COMPATIBLEMade to fit a tablet.

MESH SIDE POCKETMesh side pocket ideal for a water bottle or other small items.

PADDED TOP HANDLECushioned hand grips for comfy carrying.

LAPTOP COMPARTMENTBag designed to fit a laptop.

COMPRESSION STRAPSFeatures external compression straps for added control and/or storage.

BIKE LIGHT LOOPReflective loop, allowing easy attachment of bike lights

BREATHABLESpecially designed back panels allowing for air to pass between bag and child’s back.

STERNUM STRAPAdjustable sternum strap to stabilize heavy loads, and ease the pressure on shoulders.

DUAL FUNCTIONElectronics protection for tablets and/or laptops.

NAME TAGInternal name tag for easy identification and personalization.

INTERNAL ORGANIZATION PANELFor easy organization of your personal belongings and quick access to your everyday essentials.

SIDE POCKETFunctional side pocket for fruit and/or water bottle.

REFLECTIVE360-degree reflective elements.

HIP STRAPAdjustable hip strap for optimal stability and support.

THERMO INSULATION POCKETDesignated lunch box pockets with thermo-insulation, keeping food fresh longer.

TIMETABLEItem includes a branded timetable and timetable pocket.

PENCIL CASE COMPARTMENT Equipped with a designated pencil case pocket, made to fit our flap pencil cases.

ATTACHABLE FUNCTIONAllow for top attachment of a gym bag.

EASY PUSH BUCKLEIncludes our classic and easy to use push buckle that can be opened with just a one-hand push and secures at closure with a unique clasp system.

ONE OF A KIND BAGHighlights our unique, one-of-a-kind styles, meaning no other bag will have this exact print.

STABILIZING BOTTOM STUDSHelp maintain optimal bag stability, even when top flap is open.

SAFETY CORDBreak-away cords to prevent potential entanglement.

MAGNETIC BUCKLENew magnetic buckle system easily opened with one hand.

ADJUSTABLE BACKPANEL Backpack includes an individual fit system, allowing for an optimal fit.

SOFT BOTTOM PANELWater and stain repellent soft bottom panel.

D-RINGWhether for easy attachment of name cards, keys or securing a dangling headphone cable

STATIONERYOur pencil cases fit the most essential school stationery.

LEGO ICONICUsing strong and recognizable visuals and includes branding on all 4 sides of the bag

TECHNICAL FEATURES GUIDE – AN ICONIC LANGUAGEBringing you premium quality school bags and accessories through advanced features and fabrications.

THE CORE LINE COLLECTION

The Core Line Collection consists of high-end back-to-school productsThis is a range of school bags designed with the child’s need in mind. These bags are produced with a strong focus towards ergonomic back support and adjustable features, as well as reflectors on all four sides of the bag, to provide maximum traffic safety.

Small graphic details added on the zipper pullers, reflectors and lining fabric gives the range an exclusivity that also supports the LEGO® DNA. Staying true to the LEGO brand, this line offers high quality, PVC free bags with an element of fun.

ERGONOMIC PVC FREE360° REFLECTIVE

360°

LIGHTWEIGHT

STYLE: 20013

MAXI School Bagwith Attachable Gym Bag

LEGO® Star Wars, Stormtrooper 20013-1829

LEGO® Friends, Confetti

20013-1814

LEGO® NINJAGO, Comic

20013-1806

LEGO® NINJAGO, Team Ninja 20013-1809

LEGO® Attachable Gym Bag

8

RRP

99,99EUR

STYLE: 20013

MAXI School Bagwith Attachable Gym Bag

LEGO® CITY,Fire

16231

LEGO® NINJAGO, Lloyd

20013-1717

LEGO® AttachableGym Bag

LEGO® NINJAGO, Cole

20013-1714

8

RRP

99,99EUR

STYLE: 20014

OPTIMO School Bag with Attachable Gym Bag



20014-1814


20014-1806



RRP

89,99EUR

STYLE: 20014

OPTIMO School Bag with Attachable Gym Bag

LEGO® NINJAGO, Lloyd

20014-1807

LEGO® NEXO KNIGHTS,

20014-1708


RRP

89,99EUR

STYLE: 20069

RECRUITER School Bag



20069-1814


20069-1806

RRP

74,99EUR

STYLE: 20022

STARTER School Bag


20022-1806


20022-1814

RRP

64,99EUR

STYLE: 20043

EASY School Bag

LEGO® NEXO KNIGHTS

20043-1708

RRP

79,99EUR

STYLE: 20042

ZERO Backpack



20042-1806

LEGO® Iconic,Brick

20042-1716

RRP

64,99EUR

STYLE: 20041

TECH TEEN Backpack

LEGO® Iconic, Minifigure

20041-1715

RRP

64,99EUR

STYLE: 20009

FRESHMEN School Bag with Attachable Gym Bag

LEGO® NINJAGO, Cole

20009-1714


RRP

99,99EUR

STYLE: 16384

NORWEGIAN Bag

LEGO® Friends, Horse16384

RRP

59,99EUR

STYLE: 20073

3D Backpack


RRP

39,99EUR

STYLE: 20024

JUNIOR Backpack


LEGO® Friends, PopStar

20024-1705


20024-1806

LEGO® Friends, Cupcake

20024-1711

LEGO® Elves, 20024-1712

RRP

26,99EUR

STYLE: 20026

Sports Bag with wet compartment

LEGO® Friends, PopStar

20026-1705

LEGO® Friends, Cupcake

20026-1711

LEGO® NEXO KNIGHTS

20026-1708

LEGO® NINJAGO,Cole

20026-1714

LEGO® Elves20026-1712

LEGO® NINJAGO,Jay

20026-1706

LEGO® NINJAGO,Lloyd

20026-1717

RRP

32,99EUR

STYLE: 20066

Drawstring Bag DELUXE



20066-1814

RRP

19,99EUR

LEGO® Iconic Bricks

20066-1821

STYLE: 20010

Drawstring Bag BASIC



20010-1814


20010-1806


RRP

12,99EUR

Pencil Case with contentSTYLE: 20085

LEGO® NINJAGO, Team Ninja20085-1809


20085-1806



20085-1814

RRP

26,99EUR

STYLE: 20027

3D Pencil Case no content



20027-1814

LEGO® Elves, 20027-1712


RRP

22,99EUR

STYLE: 20063

Wallet Card



20063-1814


20063-1806 LEGO® Iconic, Bricks

20063-1821

RRP

13,99EUR

STYLE: 20064

Wallet Coin


20064-1814


20064-1806

LEGO® Iconic, Bricks

20064-1821

RRP

10,99EUR

STYLE: 20070

Toiletry Bag


20070-1806

LEGO® Iconic, Bricks

20070-1821

RRP

15,99EUR

THE V-LINE COLLECTION

The V-Line Collection consists of backpacks, utility bags and accessories that offer great value for money. This is a range of bags designed for school, kindergarten and leisure time and comes with nice features of embroidered back panels, soft shoulder straps and reflectors on all four sides of the bag, to provide maximum traffic safety.

Small graphic details are added to the reflectors to emphasize the iconic elements of the designs. This range of bags uses key LEGO® visuals and is designed to spark the children’s imagination to continue the story depicted in the artworks.

PVC FREE360° REFLECTIVE

360°

LIGHTWEIGHT ICONIC DESIGN

STYLE: 10029

School Backpack

LEGO® CITY,Fire

10029-1601

LEGO® NINJAGO, Lightning Battle

10029-1805

LEGO® NINJAGO, Master Wu 10029-1804

RRP

24,99EUR

STYLE: 10030

Kindergarten Backpack

LEGO® CITY,Fire

10030-1601

LEGO® Friends,

10030-1610


10030-1805


LEGO® Friends, FunPark

10030-1710

RRP

19,99EUR

STYLE: 10045

Backpack Trolley



LEGO® Friends, Juice Bar

10045-1837

RRP

49,99EUR

STYLE: 10036

Extended Backpack

LEGO® Friends,FunPark

10036-1710

RRP

26,99EUR

STYLE: 10034

Drawstring Bag

LEGO® Star Wars, Empire Stormtrooper

10034-1829


10034-1837


10034-1805


LEGO® Friends, FunPark

10034-1710

RRP

7,99EUR

STYLE: 10031

Tablet Bag


10031-1837


RRP

15,99EUR

STYLE: 10050

Pencil Roll no content

LEGO® NINJAGO®,

Lightning Battle

10050-1805

LEGO® NINJAGO®,

Master Wu

10050-1804

RRP

7,99EUR

Produced by GROWN UP Licenses ApS under license from the LEGO Group. LEGO, the LEGO logo, the Brick and Knob

configurations, the Minifigure, NEXO KNIGHTS and the NEXO KNIGHTS logo, the FRIENDS logo, NINJAGO and the NINJAGO logo are trademarks of the LEGO Group.

©2017 The LEGO Group. All rights reserved.

SmartLife s.r.o. Matzenauerova 2222/4, 616 00 Brno Czech RepublicTel. +420 543 210 492 · [email protected]

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