Shelf Talk

Lego teams up with the NBA
June 1, 2002

Lego teams up with the NBA

Lego has signed a multi-year global marketing and merchandising deal with the NBA. The agreement gives the Danish toyco worldwide rights to create tabletop toys and other sports-related Lego items featuring the NBA’s league, team and player markings. Following the success of its Lego Soccer 2000 sports toy, Lego plans to release the NBA toys under a newly created Lego Sports brand.

As per the deal, the toyco will also have the opportunity to leverage the NBA brand domestically and internationally through its advertising, packaging and retail promotions. Additionally, Lego will serve as the chief sponsor for the Play of the Week section on beginning this October, as well as maintaining a presence at the NBA’s All-Star Jam Session and the traveling NBA Jam Van. Lego plans to announce launch dates for the NBA Lego Sport product later this fall.

Big Idea puts faith in Warner Home Video

VeggieTales producer Big Idea has tapped Warner Home Video to distribute its roster of Christian-themed animated product in the general retail market. Under the deal’s terms, WHV will oversee sales and retail marketing of BI’s programming, which has sold more than 30 million videos and DVDs to date, while sister division WEA will handle distribution. The first two titles to come out of the deal, Veggie Tales: Jonah Sing-Along Songs & More and Larryboy: Leggo My Ego will reach stores on July 30 and August 27 respectively.

Bratz rolls the dice with Hasbro

The so-hip-it-hurts fashion doll franchise Bratz is getting its own line of board games. The toy’s creator, MGA Entertainment, has signed a deal with Hasbro granting it the rights to create one board game and three puzzles based on the doll line, which picked up the Toy Industry Association’s 2002 People’s Choice Toy of the Year award earlier this year. The deal, which covers North and South America, will see Hasbro bow with the games this fall. In another Bratz bulletin, MGA has reached a deal in principal with Montreal, Canada-based prodco CinéGroupe to create a 40-minute CGI Bratz special that MGA would release direct to video on DVD and VHS next spring.

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