Subject:
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National Hockey League and Lego Company announce multi-year global alliance
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Newsgroups:
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lugnet.announce
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Followup-To:
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lugnet.general
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Date:
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Tue, 19 Nov 2002 18:47:52 GMT
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The National Hockey League and the LEGO Company today announce a multi-year
global merchandising and marketing alliance uniting one of the most popular
international sports leagues and entertainment brands, particularly among
young people, with one of the world's leading creative toy brands.
The comprehensive agreement cuts across almost all areas of the NHL's
business, from licensing to local and international marketing, fan development
and the Internet. As a key component of the partnership, the LEGO Company will
launch a line of NHL-themed products under its newly formed LEGO(R) Sports
brand in Spring 2003, as well as utilize NHL league and team marks as part of
a global marketing and media campaign to support the product launch.
The LEGO Company will have a strong presence at the NHL All-Star Block
Party in South Florida, an eight-acre, hockey and entertainment festival, and
will receive premier attraction space for product displays and interactive
fun, timed to coincide with NHL All-Star Weekend. Starting next fall, the LEGO
Company also will support the NHL's Hockey Rules Ice and Inline Hockey Tour, a
series of grassroots hockey tournaments in NHL cities across the United
States.
To help expand and leverage the global appeal of the NHL (more than one-
third of the League's players hail from outside North America), the LEGO
Company will support an NHL Mall Tour that will visit the Nordic region of
Europe, April through - June 2003, and will be a supporting partner of The NHL
Challenge, a series of exhibition games to be held in Europe next fall.
Additionally, the LEGO Sports brand will have a major presence on
NHL.com, the world's premier Internet hockey portal, where the LEGO "Creative
Play of the Week" will be featured throughout the NHL season.
"We are thrilled with the authenticity the NHL, recognized around the
world as a leading sports and entertainment brand for children, will add to
our forthcoming hockey-themed products in the LEGO Sports category," says
Andrew Black, president, LEGO Americas. "Our combined efforts next year will
have the LEGO and NHL brands top of mind with today's active children, and
will take the overall sports toy category to new levels."
NHL Commissioner Gary Bettman says, "This is a natural partnership
between two premier international brands that have tremendous global reach and
resonate with youngsters around the world. LEGO is a great addition to the
NHL's thriving merchandising business, while, at the same time, the League's
loyal and passionate fans, who consume anything hockey, should prove extremely
beneficial to LEGO."
Based in Billund, Denmark, the LEGO Company, family-owned and privately-
held since its founding in 1932, is a world leader in providing quality
products and experiences that stimulate children's creativity, imagination and
learning through playful activities that encourage hands-on, minds-on
creation, fun, togetherness and sharing of ideas. Company employees are guided
by the motto adopted in the 1930s by founder Ole Kirk Christiansen: "Only the
best is good enough." For more information, visit www.LEGO.com.
NHL and the NHL Shield are registered trademarks and Hockey Rules is a
trademark of the National Hockey League. NHL and NHL team marks are the
property of the NHL and its teams. All Rights Reserved.
-0- 11/19/2002
For further information: NHL, Brian Walker, (212) 789-2123; LEGO Americas,
Michael McNally, (860) 763-7825
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