The company is keen to develop its licensing programme to offer fans the opportunity to experience the Lego brand in other ways than through the core toys.
Most of the firm’s business is generated in Germany and Nordic markets currently, but Hilary Plummer, licensing director for Europe and international markets, explained to Licensing.biz that Lego is growing its licensing programme which covers publishing, clothing, footwear, furniture, soft furnishings, consumer electronics, pens and stationary.
The company recently entered the baby category in a deal with Baby Dan, a manufacturer and supplier of infant and baby products.
In addition, the Lego Classic brand (mini figures, studs and brick icons) is proving popular with a number of partners and the firm is now in its third year of collaborating with Paul Frank on a range of high-end clothing utilising these graphics.
The Lego Wear line is also well distributed in Germany and the Nordic regions, although Plummer admits it still needs to make some impact across Europe. A collection of footwear was launched in the spring and the firm is hoping it will soon have global distribution.
In addition, Bionicle is due to be revitalised in 2009, thanks in part to Lego’s deal with new animation studio Tinseltown Toons. The company will be producing made-for-DVD animated features based on characters and settings from the likes of Bionicle, Lego City, Lego Mars Mission, Lego Castle and Lego Creator collections.
“This is a tremendous endorsement of how popular Bionicle is after all these years,” said Plummer.