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World’s leading construction toy brand secures rights to develop toy lines
based on three Disney properties for 2010
NEW YORK, Feb. 15 /PRNewswire/ -- American International Toy Fair -- The LEGO
Group and Disney Consumer Products today announced a multi-year licensing
agreement that gives the world’s premiere construction toy brand access to an
extensive portfolio of renowned Disney and Disney Pixar properties. LEGO(R) and
LEGO DUPLO(R) products are currently in development for three franchises --
Disney Pixar’s Toy Story and Cars, and Prince of Persia -- all scheduled to
launch in 2010.
Toy Story
Children’s imaginations will go “To infinity and beyond” when, beginning in
2010, they will be able to re-create the adventures of Buzz Lightyear and Woody
with LEGO toys inspired by the Toy Story franchise. Toy Story-themed
construction sets will be available on both LEGO DUPLO and LEGO System
platforms, building the adventure and fun for children ages 2-12. LEGO System
products based on Toy Story and Toy Story 2 will launch in January 2010, to be
followed in May by construction sets based on the new animated feature, Toy
Story 3, scheduled to hit theaters in Disney Digital 3D June 2010. Toy
Story-themed LEGO DUPLO products launch in June 2010.
Cars
Lightning McQueen will rev his engine at the starting line of a DUPLO portfolio
that will have young builders creating and exploring the high-octane world of
the Cars franchise. The Cars-themed LEGO DUPLO line will feature iconic scenes
from Radiator Springs and the Piston Cup Championship raceway and will feature
favorite Cars characters like McQueen, Mater and Sally. Cars-themed LEGO DUPLO
products are scheduled to launch in June 2010.
Prince of Persia
A line of LEGO System construction toys based on Walt Disney Pictures’ and Jerry
Bruckheimer Films’ Prince of Persia: Sands of Time, produced by Jerry
Bruckheimer, directed by Mike Newell and scheduled to release in May 2010 is
also in development. The film, based on the best-selling video game franchise of
the same name, stars Jake Gyllenhaal, Ben Kingsley, Alfred Molina and Gemma
Arterton in an epic tale of Prince Dastan’s struggle to stop an evil ruler from
unleashing a sandstorm that could destroy the world. Prince of Persia-themed
LEGO products are scheduled to launch in April 2010.
“We are thrilled to team up with Disney, another of the world’s premium brands
for families with children,” said Jorgen Vig Knudstorp, CEO LEGO Group. “When
two brands who share similar values bring their franchises together -- in this
case a timeless play pattern with some of the industry’s most beloved stories
and characters -- and combine their access to families, retail strength and
marketing power, amazing things can happen. We can’t wait to launch the first
three lines and look forward to exploring all of the ways in which we bring the
wonderful world of Disney to life in LEGO form.”
“Joining forces with LEGO Group speaks to the commitment and vision both
companies share for quality product and innovative creativity that invigorates
kids play,” said Vince Klaseus, senior vice president, global toys, Disney
Consumer Products. “Our collaboration will continue to extend the vitality of
our roster of franchises by bringing our characters and their worlds to life in
a fresh and exciting way. Through these new LEGO product lines, Disney will
continue to build presence in the construction toys category and grow market
share in the boys demographic.”
The LEGO Group is a privately held, family-owned company, based in Billund,
Denmark. It was founded in 1932 and today the group is one of the world’s
leading manufacturers of play materials for children. The company is committed
to the development of children’s creative and imaginative abilities through its
products, which can be purchased in more than 130 countries. Visit www.LEGO.com
LEGO and the LEGO logo are trademarks of the LEGO Group. (C) 2009 The LEGO
Group.
Disney Consumer Products and affiliates (DCP) is the business segment of The
Walt Disney Company (NYSE: DIS) that extends the Disney brand to merchandise
ranging from apparel, toys, home decor and books and magazines to foods and
beverages, stationery, electronics and fine art. This is accomplished through
DCP’s various lines of business which include: Disney Toys, Disney Fashion &
Home, Disney Food, Health & Beauty, Disney Infant and Disney Stationery. Other
businesses involved in Disney’s consumer products sales are Disney Publishing
Worldwide, the world’s largest publisher of children’s books and magazines, and
www.disneyshopping.com, the company’s official shopping portal. The Disney
Stores retail chain, which debuted in 1987, is owned and operated by Disney in
North America and Europe. The Disney Stores chain in Japan is operated under a
license agreement with Disney. For more information, please visit
www.disneyconsumerproducts.com.
http://sev.prnewswire.com/retail/20090215/SF7109415022009-1.html
-end of report-
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