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LEGO plans Reality TV Show
Toy company’s foray into TV would build on success of Warner Bros’ The LEGO
Movie and development of Batman spin-off film.
After The LEGO Movie, watch out for the LEGO reality TV show. The Danish
toymaker is following the global success of its foray into Hollywood films with
a move into TV next year.
LEGO is developing reality competition formats and will be launching a TV
series in 2015. A senior executive hinted on Tuesday that one idea LEGO is
exploring revolves around Master Builders – the name given to the designers of
its toy bricks sets and theme parks, and to characters in its movie.
The company is aiming to drive further into the entertainment and content
sectors following the runaway success of The LEGO Movie – which has racked up
nearly $500m in global box office receipts – and associated merchandising, which
helped it overtake Barbie-maker Mattel as the world’s biggest toy maker.
Jill Wilfert, LEGO vice-president of global licensing and distribution, said
that the Danish company is “exploring some reality competition show formats,
which is new for us: the idea of becoming a Master Builder is something we think
could be quite resonating”.
Wilfert, speaking at the Mipcom TV conference in Cannes on Tuesday, said that
over the next few years the company will increase its focus on TV and digital
entertainment.
“You will continue to see us in this entertainment and content space,” she said.
“We are working on a new property that will launch with a TV series in 2015, and
we are focusing on having real interactivity.”
She added that the it would be something designed for digital natives, with apps
integrated into the experience.
Wilfert said that there is also a LEGO documentary set to air next year.
Fans can expect a sequel to the first LEGO movie, with reports earlier this
month that it was likely to focus on the Batman character voiced by Will Arnett.
“The audience has responded, they love our content,” she said. “There is a lot
of speculation about future LEGO movies. I’m pretty confident that we’ll be
seeing additional LEGO movies in the future.”
Source:
TheGuardian.com
-end of report-
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