Subject:
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Re: Lego and the NBA
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Newsgroups:
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lugnet.sports
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Date:
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Fri, 31 May 2002 16:57:59 GMT
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Viewed:
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17224 times
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Here is a larger blurb from lego.com:
May 31 2002
LEGO COMPANY AND NBA BUILD COMPREHENSIVE GLOBAL ALLIANCE
NEW YORK, MAY 30, 2002 – The LEGO Company and the National Basketball
Association have reached an agreement for a comprehensive multi-year global
merchandising and marketing alliance that connects the world’s most
recognized sports brand among youth with one of the world’s leading toy
brands for children.
As part of the comprehensive agreement, the LEGO Company will use NBA league
and team logos and player attributes in communication materials, retail
promotions, products and packaging. The LEGO Company will launch a
comprehensive global marketing campaign that will incorporate many of the
NBA’s integrated marketing assets, and will have a feature area on NBA.com
called the LEGO Creative Play of the Week. The LEGO Company’s marketing
campaign also will include an interactive area at NBA All-Star Jam Session
and participation in NBA Jam Van – the league’s interactive traveling
basketball experience.
Based on the multicultural appeal of the LEGO® and NBA brands, the LEGO
Company’s various global market operations also will participate in
NBA-sanctioned events and grassroots activities internationally, utilizing
NBA logos, photography and footage in NBA-themed promotions and advertising.
As part of a strategy to become the world’s strongest toy brand among
families with children, the LEGO Company later this year will introduce a
new category of toys called LEGO Sports. The alliance with the NBA, who
represent the global appeal and popularity of basketball among today’s
youth, will lay the foundation for this new category. The LEGO Sports
category translates LEGO values of creativity, imagination and fun into
innovative build-and-compete sports games.
“The NBA is recognized around the world as one of the most popular sports
among today’s youth, so we are confident that this partnership will result
in an increased awareness of and enthusiasm for the LEGO brand,” says Henrik
Poulsen, senior vice president, global brand management for the LEGO
Company. “We are thrilled to work with the NBA, whom we see as a premiere
partner in helping us create the new LEGO Sports category, and believe this
combination of strong brands will create a major wave of excitement among
children,” Poulsen continues.
“LEGO is a very strong brand and we are pleased that our merchandising
business, which is experiencing healthy growth, will gain even more momentum
as a result of this partnership,” said NBA Commissioner David Stern. “We
welcome LEGO as a new NBA marketing partner and they are representative of
the interest the NBA is enjoying from global companies and powerful brands.”
Starting next season, LEGO products will be carried at The NBA Store on
Fifth Avenue in New York City and at The NBA Store on NBA.com.
With 29 teams in the United States and Canada, NBA games and related
programming are broadcast to 210 countries in 42 languages. The NBA is one
of the most popular and profitable sports or entertainment properties in the
licensing world with NBA league and team products in stores across the
globe, on the NBA Store on NBA.com, the NBA Store on Fifth Avenue in New
York City, and NBA City in Orlando. The NBA is a recognized leader in sports
marketing maintaining a strong roster of fully integrated domestic and
global marketing partnerships with the most recognizable brands in the
world. For more information on the NBA, visit www.nba.com.
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 .
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Message is in Reply To:
 | | Lego and the NBA
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| From Bloomberg News, I read this blurb in Friday's San Francisco Chronicle, business section, page 2, column 1: LEGO TO MAKE BASKETBALL TOYS FOR NBA New York - Lego A/S, the Danish maker of its namesake plastic toy building blocks, will make (...) (22 years ago, 31-May-02, to lugnet.announce) !
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