VEGAS 09: Lego builds licensed portfolio

Firm showcases wide range of new and continuing licensed products at Licensing International Expo.
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The core 2009 portfolio focuses on three main categories: a strong debut in youth electronics, and continued growth in publishing and video games.

New announcements from the recent partnership with Digital Blue include a stop-motion animation video camera with companion software for creating Lego movies and two Bionicle-themed digital cameras.

A renewed partnership with DK Publishing produces five Lego-themed books this fall. Lego Star Wars The Visual Dictionary, timed to commemorate the tenth Anniversary of Lego Star Wars, is a visual celebration of the first decade of the partnership, complete with facts, how models are designed and an exclusive minifigure for collectors.

An updated version of DK's The Ultimate Lego Book, now titled The Lego Book - gives an insider's look at the toys. The book is boxed with Standing Small, which commemorates the 30th birthday of the iconic Lego minifigure.

Two Lego Brickmaster books, themed castle and pirates, provide story and building inspiration for children, complete with more than 140 Lego bricks, two minifigures and step-by-step building instructions to make 16 different Lego models.

Through partnership with Ameet, the Bionicle Encyclopedia, launching in early Autumn, gives a comprehensive look at the world of Bionicle and serves as companion to toys and the upcoming direct-to-video Bionicle: The Legend Reborn.

The successes of the Lego Star Wars, Lego Indiana Jones and Lego Batman games is being channelled into three new Lego games from TT Games in 2009.

Lego Battles, developed exclusively for the Nintendo DS, brings multiple Lego worlds to life - Castle, Space and Pirates - in a strategy game of good versus bad. Players can also link up and go head to head starting this spring.

Lego Indiana Jones 2 will launch early this autumn in partnership with LucasArts. The game will feature all Lego Indiana Jones characters and will be the first to focus on all four of the movies. Additionally, a game builder tool allows players to build and play their own Lego Indiana Jones adventures. Available on multiple platforms.

Lego Rock Band, in conjunction with Harmonix and MTV Games, allows players to create their own Lego minifigure avatars, band and entourage, including roadies, managers, and crew. Available on multiple platforms.

Stephanie Lawrence, director of partnership and alliance management for the Lego Group said: "We've seen tremendous success particularly with Lego video games, publishing and apparel in the last year and we will continue to grow these categories while adding youth electronics to drive excitement.

“All of these areas provide children with new outlets and additional opportunities to celebrate their passion for the Lego brand, which is our main objective in developing a portfolio of the most relevant and compelling licensed products with only the best partners in each category."


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