Lego electronics hit retail

Digital Blue unveils new range featuring MP3 players, boom boxes and digital cameras.
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Electronic device firm Digital Blue has secured a new global licensing agreement with the Lego Group, launching the first wave of branded electronic goods in the UK this August.

Initial products will include MP3 players, boom boxes, digital clock radios and digital cameras. Each appears to have been constructed using multi-coloured Lego bricks.

There will also be a line of Bionicle digital cameras for boys aged between seven and 11.

As part of its worldwide licensing agreement, Digital Blue will market its Lego consumer electronics products to retailers in the UK, US, Canada, Mexico, France and Germany among other territories.

"Digital Blue is extremely proud to team up with the Lego Group, a highly regarded brand among generations of parents and children throughout the world," said Tim Hall, CEO of Digital Blue. "This partnership helps us to achieve our goal of expanding globally in support of a prominent brand worldwide."

Andrea Ryder, licensing director at the Lego Group, added: "We are very excited to see the long awaited launch of these fun and cool Lego consumer electronic products in the UK.

"Digital Blue is a great partner for us and has understood how to bring our brand alive in a totally new way. Both children and our adult fans will have the chance to have fun in taking pictures of their own Lego creations with a Lego camera and express themselves via photos, videos and music."


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