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HIT builds upon Lego deal

HIT Entertainment has built a comprehensive strategic partnership with the Lego Group, encompassing sponsorship of Thomas & Friends on PBS Kids in the US, and presenting sponsorship of the A Day Out with Thomas event tour in North America.
February 15, 2008

HIT Entertainment has built a comprehensive strategic partnership with the Lego Group, encompassing sponsorship of Thomas & Friends on PBS Kids in the US, and presenting sponsorship of the A Day Out with Thomas event tour in North America.

As well, the pact includes a global extension of HIT’s existing relationship with the Lego Group for both Thomas and Bob the Builder construction toys.

New Lego sets branded with the two heavyweight HIT properties will be expected to land at retail later this year. The new Lego-themed interstitials will begin airing on PBS Kids later this year, and new Lego games and puzzles will be introduced on both the Thomas and PBS websites as well.

About The Author
Gary Rusak is a freelance writer based in Toronto. He has covered the kids entertainment industry for the last decade with a special interest in licensing, retail and consumer products. You can reach him at garyrusak@gmail.com

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