Lego has signed its first direct to retail deal with Marks & Spencer.
The two-year agreement - which will initially focus on the UK - will cover soft goods, mainly apparel, accessories and children's bedding.
The first t-shirt design based on the classic mini figure will be launching before Christmas, followed up by apparel and kids' bedding sets for some of Lego's biggest brands, including Lego City and Lego Hero Factory, plus a new IP which is launching in January.
TV Mania's t-shirt designs for Lego Indiana Jones and Lego Batman are already available in certain stores.
"We are absolutely thrilled to be working with Marks & Spencer," Melissa Wallace, UK licensing manager (Outbound Licensing Team), Lego UK, told Licensing.biz. "There is no doubt that there is great synergy between our brand values, with quality being paramount.
"Both the Lego brand and Marks & Spencer also have great heritage in the UK, as most of us have grown up playing with Lego bricks and shopping at their local M&S. We hope it is the start of a long cooperation together."