They sell for £50 ($76) and come with interchangeable bricks available in 15 colors. There will also be a range of charms to accompany the rings.
"In our research we found that LEGO is one of the most tactile objects for people of all ages. You just can't resist picking it up and starting to have a play," says a Selfridges' spokesperson.
Subscribe and receive the latest news from the industry.
Join 62,000+ members. Yes, it’s completely free.