Dorling Kindersley launches Lego publishing programme - Licensing.biz

Dorling Kindersley launches Lego publishing programme

Publisher announces programme of global marketing activity to launch a renewed partnership with Lego this autumn.
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DK will be launching the Lego BrickMaster Castle, Lego BrickMaster Pirate (both published in the UK this month), The LEGO Book and Lego Star Wars Visual Dictionary (publishing October '09) with an extensive programme of marketing worldwide, coinciding with the tenth anniversary of the first Lego Star Wars set created in 1999.

In the US a one-day in-store launch event is planned on October 10th where participating stores will be offered an activity kit with game and trivia competitions, giveaways; raffle prizes of limited-edition Lego Star Wars Chrome Darth Vader figures and appearances from members of a group of Star Wars costume enthusiasts.

Over 64 stores nationwide have already signed up for events with the final total expected to be closer to 100. An exclusive Lego mini-figure, Throne Room Luke Skywalker, which accompanies The Lego Star Wars Visual Dictionary was unveiled at ComiCon in San Diego last month.

The US activity will also be mirrored in the UK where DK is partnering with retailers including Waterstones, Borders and WHSmith on a programme of in-store promotions and Lego events nationwide.

Events will feature a Lego Builder - an expert who will create 4ft structures in-store, with goody bags and certificates given away at each event. Lego models will be displayed in store, and the in-store campaign will be supported by extensive publicity and Facebook advertising.

Gary Deane, Waterstone's Childrens events planner said: "We are very excited to be launching DK's Lego publishing by taking part in a series of Lego activities in our stores. We all have fond memories of playing with Lego and it is great to see that it is as popular as ever."

Other DK territories worldwide are also expected to hold Lego events around publication.

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