LEGO'S R KILLING THE GAME

It no longer is about who can build the tallest building or who can build the most elaborate city, boat, etc. It's NOW about who can build the flyest ready to wear gear. Check out how Lego's are impacting the world today!

Studio XXB Challenged a group of designers to use the limitations of the LEGO block and create prototypes to be shown at the BrickWorld Exhibit . New York designer KaraRoss created a stunning version on her signature clutch for the occasion.

LEGO has been appearing in all sorts of unlikely applications from watches to cameras, bags and belts, to usb sticks, mobile phones and even cupcakes. Our favourites include a recent ad for hot fashion house Lanvin, which used colour-spray guns made from LEGO in a recent campaign and adorable LEGO fashion show video by Jean-Charles de Castelbajac which cast LEGO figures as fabulous high fashion catwalk models.

While LEGO is still one of the top children's toy brands, it is spontaneously morphing into a credible street brand, adopted by Gen Y hipsters who still nurture happy memories of playing with the blocks as kids. It's part of a bigger trend, which has seen other iconic mostly 80s brands such as Reebok enjoy unexpected revivals.