Toy Fair 2009: Disney and LEGO Group Announce Strategic Licensing Relationship
: Jay Cochran - 2009.02.15
American International Toy Fair -- The LEGO Group and Disney Consumer Products today announced a multi-year licensing agreement that gives the world's premiere construction toy brand access to an extensive portfolio of renowned Disney and Disney Pixar properties. LEGO(R) and LEGO DUPLO(R) products are currently in development for three franchises -- Disney Pixar's Toy Story and Cars, and Prince of Persia -- all scheduled to launch in 2010.
Children's imaginations will go "To infinity and beyond" when, beginning in 2010, they will be able to re-create the adventures of Buzz Lightyear and Woody with LEGO toys inspired by the Toy Story franchise. Toy Story-themed construction sets will be available on both LEGO DUPLO and LEGO System platforms, building the adventure and fun for children ages 2-12. LEGO System products based on Toy Story and Toy Story 2 will launch in January 2010, to be followed in May by construction sets based on the new animated feature, Toy Story 3, scheduled to hit theaters in Disney Digital 3D June 2010. Toy Story-themed LEGO DUPLO products launch in June 2010.
Lightning McQueen will rev his engine at the starting line of a DUPLO portfolio that will have young builders creating and exploring the high-octane world of the Cars franchise. The Cars-themed LEGO DUPLO line will feature iconic scenes from Radiator Springs and the Piston Cup Championship raceway and will feature favorite Cars characters like McQueen, Mater and Sally. Cars-themed LEGO DUPLO products are scheduled to launch in June 2010.
Prince of Persia
A line of LEGO System construction toys based on Walt Disney Pictures' and Jerry Bruckheimer Films' Prince of Persia: Sands of Time, produced by Jerry Bruckheimer, directed by Mike Newell and scheduled to release in May 2010 is also in development. The film, based on the best-selling video game franchise of the same name, stars Jake Gyllenhaal, Ben Kingsley, Alfred Molina and Gemma Arterton in an epic tale of Prince Dastan's struggle to stop an evil ruler from unleashing a sandstorm that could destroy the world. Prince of Persia-themed LEGO products are scheduled to launch in April 2010.
"We are thrilled to team up with Disney, another of the world's premium brands for families with children," said Jorgen Vig Knudstorp, CEO LEGO Group. "When two brands who share similar values bring their franchises together -- in this case a timeless play pattern with some of the industry's most beloved stories and characters -- and combine their access to families, retail strength and marketing power, amazing things can happen. We can't wait to launch the first three lines and look forward to exploring all of the ways in which we bring the wonderful world of Disney to life in LEGO form."
"Joining forces with LEGO Group speaks to the commitment and vision both companies share for quality product and innovative creativity that invigorates kids play," said Vince Klaseus, senior vice president, global toys, Disney Consumer Products. "Our collaboration will continue to extend the vitality of our roster of franchises by bringing our characters and their worlds to life in a fresh and exciting way. Through these new LEGO product lines, Disney will continue to build presence in the construction toys category and grow market share in the boys demographic."
The LEGO Group is a privately held, family-owned company, based in Billund, Denmark. It was founded in 1932 and today the group is one of the world's leading manufacturers of play materials for children. The company is committed to the development of children's creative and imaginative abilities through its products, which can be purchased in more than 130 countries.
LEGO and the LEGO logo are trademarks of the LEGO Group. (C) 2009 The LEGO Group.
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