The concept is so simple that I’m sure children all over the world already have their own version.
However, there’s nothing wrong with brands celebrating existing behaviour.
The reason this partnership works so well is that it builds on the essences of both brands: Lego’s boundless creativity, and Muji’s delightful simplicity.
Here are some more images borrowed from the original Yoshikage Kajiwara post (in Japanese):
On a related note, take a look at this glorious anthropological study of Lego ‘nomenclature’, and this inspiring post from Russell Davies on the importance of imagination in play, communications, and the world in general.