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WB Builds on LEGO Partnership
Toymaker gets full access to DC’s characters, stories
By MARC GRASER
Posted on Variety.com July 19, 2011
Warner Bros. has expanded its relationship with LEGO, granting the toymaker
access to DC Entertainment’s complete library of comicbook characters and
stories to launch DC Universe “Super Heroes” as figures and playsets. The
multi-year licensing deal, made through Warner Bros. Consumer Products, will
start rolling out the new line in January, starting with 13 characters,
including Batman, Superman, Wonder Woman and villains the Joker, Bane, Harley
Quinn and Lex Luthor.
The first toys will be shown off at the LEGO booth at Comic-Con Intl. in San
Diego, where 3,000 exclusive Batman and Green Lantern minifigures will be
distributed to launch a promo that runs August-December, enabling fans to create
and submit videos, photos or illustrations of the characters to win trips to
LEGOLAND and Warner Bros. Studios.
WB and LEGO had already been producing toys and videogames around the Batman
franchise, and will launch a new set of playthings around next summer’s “The
Dark Knight Rises” through the LEGO Batman collection. The “LEGO Batman: The
Videogame,” published by WB Bros. Interactive Entertainment, has sold more than
12 million units since 2008.“This partnership gives builders a chance to
recreate the characters, vehicles and worlds of some of the most iconic super
heroes, so they can relive the action and even customize it, a proven and
winning formula in LEGO construction,” said Jill Wilfert, VP, licensing and
entertainment for the LEGO Group.
Variety.com
-end of report-
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