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Reality producer lands LEGO
Messick to develop reality programs for franchise
Oct. 22, 2009
By MICHAEL SCHNEIDER
Reality producer Scott Messick has partnered with the LEGO Group to develop
nonscripted programming related to the toy building-block franchise. Messick
said he’s developing several different types of reality shows related to the
brand - including docuseries, competition shows and kid-oriented gamers.
“LEGO seemed like such a powerful brand, and I don’t think they were thinking
about reality TV,” said Messick, who is exec producer of Cartoon Network’s
“Destroy Build Destroy.”
Messick’s development exec suggested he set up a meeting with the LEGO licensing
and entertainment team. LEGO has been busy extending its brand into the
entertainment realm, including a live-action movie in development at Warner
Bros. (Daily Variety, Aug. 11). Jill Wilfert, LEGO veep of licensing and
entertainment, is driving the push into film and TV.
“They were focused on their feature business, but (Wilfert) liked the idea of
going into reality,” Messick said.
The producer spent time with the company learning about the fandom surrounding
LEGO - such as three Connecticut-based LEGO Masters, who travel the world
building massive sculptures for the company out of LEGO. Messick is developing a
docuseries surrounding them.
He’s also looking at creating a gameshow based on a line of LEGO board games
that are already out in Europe and will soon go on sale in the U.S.
At his disposal is the LEGOLAND theme park, where a competition/ elimination
show could be based, he said.
“They have some great ideas regarding programming that captures and showcases
the inherent creativity at the core” of LEGO, Wilfert said.
Messick would exec produce any LEGO project through his Mess Media banner.
Wilfert would get an exec producer credit.
Among other projects in the works at Mess Media are a docuseries with floral
designer Kevin Lee; a special effects competition series led by Academy
Award-winning artist Rick Baker; and a series that follows investigator Juval
Aviv as he hunts down financial criminals.
Messick also has sealed a deal with Fuji TV to develop two format for the U.S.:
“Chase,” which is set up at Syfy, and “Trap Labyrinth.”
Messick and exec producer Eric Eisner also hope to find a new home for “Madden
Nation,” which aired four years on ESPN. Messick’s previous credits include
ABC’s “Shaq Vs.,” Oxygen’s “Fight Girls,” CMT’s “Ty Murray’s Celebrity Bull
Riding Challenge” and Spike’s “Pros vs. Joes.”
Variety
-end of report-
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