VEGAS 2010: Lego partners with Ladybird books

Publisher to create a range of tie-in formats to include activity books and annuals.
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The new range will be launched in July by Ladybird, an imprint of Penguin, with two activity books which will tie into the Lego Atlantis brand. 

The premise of Atlantis, where teams of explorers set out to uncover underwater secrets, provides a unique play experience and one that Ladybird will replicate within its new adventure activity books.

As well as connecting the reader with the main story and characters, the books will contain puzzles, games and a collectable mini figurine.

Eric Huang, category publisher for brands and licensing, Penguin UK said: ”Ladybird and Lego Group share so many brand attributes: both are trusted by parents, both are teacher-approved and both are loved by children.

"Working in partnership with Ameet and Lego Group, we will be publishing a range of activity and novelty books that bring together the best of both brands."

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