Lofi Girl teases collaboration with the LEGO Group

French hip-hop music label Lofi Girl has teased an upcoming collaboration with the LEGO Group in a brick-filled clip.

Once known as the YouTube channel “ChilledCow” that was created by Dimitri, Lofi Girl has grown into a larger operation since it was established in 2017, starting a music label and producing 24/7 livestreams of lo-fi hip-hop music, accompanied by its signature avatar of a Japanese-style animation of a girl studying or relaxing.

Now, this same cartoon girl has experienced a strange phenomenon that hints at something exciting to come: turning into bricks. While writing by the window, the short clip shows three LEGO bricks fly up from her hands. She looks down in surprise, only to see more bricks appear, before her hands turn into the curved hands we know and love from LEGO minifigures.

At the end of the clip, Lofi Girl confirms that there won’t be long to wait to see what exactly the partnership is. The date of September 19 appears, so we know that we’ll at least get an announcement then for whatever the collaboration ends up being, whether it’s a fully-fledged set, minifigure, or some sort of digital product featuring a LEGO-fied version of Lofi Girl. You can see the full clip via the embedded post below, or head to Lofi Girl’s Instagram.

? #AD pic.twitter.com/GsT2NiWLfF

— Lofi Girl (@lofigirl) September 12, 2023

Lofi Girl, despite pulling in millions of views on YouTube, is a fairly niche IP, so it remains to be seen if the partnership is a full set. It could be that Lofi Girl is partnering with the LEGO Group as part of its Play Unstoppable campaign, having already partnered with other female-led creator brands, such as Loserfruit and Rayssa Leal.

A fun collaboration idea could be a LEGO-building live stream, with music provided by Lofi Girl while someone builds an ASMR-inclined LEGO set, such as a LEGO Art set or similar. While Lofi Girl’s streams are currently animated, this could be a departure from the norm with a real-world LEGO set, or even a digital version of a LEGO set being built during the stream.

We’ll have to wait for the formal announcement to be sure, but with less than a week to go, we won’t have too long to wait.

Featured image: Lofi Girl

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