Disney secures key Lego deal

Construction toy brand bags rights to develop lines based on three major Disney properties.
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Disney Consumer Products has kicked off its time at the American International Toy Fair by securing a new deal with Lego, which will see the construction toy brand roll out products based on three Disney franchises.

Toy Story themed construction sets will be available on both Lego Duplo and Lego System platforms.

Lego System products based on Toy Story and Toy Story 2 will launch in January 2010, followed in May by construction sets based on the new animated feature, Toy Story 3. Themed Lego Duplo products will launch in June 2010.

Cars themed Lego Duplo, meanwhile, is being planned for June, while a line of Lego System construction toys based on Prince of Persia: Sands of Time is also in development.

"We are thrilled to team up with Disney, another of the world's premium brands for families with children," said Jorgen Vig Knudstorp, CEO of the 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."

Vince Klaseus, senior VP of global toys at DCP, added: "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."


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