Lego expands Hit relationship

Branded Bob the Builder construction set on the way following extension of partnership.
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Already a global licensee for Thomas & Friends and Bob the Builder for some time, Lego and Hit Entertainment have extended their relationship in the States.

New products will now be launched throughout this year and beyond. It will begin with all-new construction sets for Thomas & Friends in 2008. For Bob the Builder, there will be a new product assortment, including a branded construction set, according to a report on Playthings.

Lego will also become the presenting sponsor for the Day Out with Thomas tour in North America, beginning this spring. Lego will have branding at each event, including on-site signage, model displays and Lego bricks at the event's Imagination Station.

It will also be presenting sponsor of the Thomas & Friends TV series on PBS Kids in the US for the remainder of this year.

"The Lego Group has been one of Hit's key partners for nearly a decade. Now, in addition, to extending our global partnership to create and market exciting Thomas and Bob construction sets, Lego has committed to Thomas & Friends in a significant way in the US, integrating with the brand on television, online and through live events," said Jamie Cygielman, Hit's senior VP of consumer products.

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