Lego
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Super heroes on the radar for Lego

It looks like Lego has been busy building up its construction toys licenses. The Danish toy company has extended its partnership with Warner Bros. Consumer Products (WBCP) and DC Entertainment, and has simultaneously signed a new agreement with Marvel for super hero-inspired construction toys.
July 21, 2011

It looks like Lego has been busy building up its construction toys licenses. The Danish toy company has extended its partnership with Warner Bros. Consumer Products (WBCP) and DC Entertainment, and has simultaneously signed a new agreement with Marvel for super hero-inspired construction toys.

Lego’s multi-year licensing agreement with WBCP and DC provides access to the entire library of DC Comics characters and stories. Construction sets, mini figures and buildable characters and creatures are slated to launch in January 2012 in the Lego DC Universe Super Heroes line. The Lego mini figures will include Batman, Robin, Catwoman, The Joker, Harley Quinn, Bane, Bruce Wayne, Superman and Wonder Woman.

Lego will also revisit its previous collections like Lego Batman, which also inspired the video game of the same name published by Warner Bros. Interactive Entertainment.

At Comic-Con, which is currently underway in San Diego, 3,000 exclusive Batman and Green Lantern Lego mini figures will be distributed to kick off a promotion that will run from August to December in advance of the launch.

The Lego/Marvel licensing deal will also kick off in January 2012, consisting of a Marvel-branded construction toy collection. The Lego Super Heroes collection will bring the Marvel characters and vehicles to construction sets. Mini figures and buildable characters are scheduled to follow in May of 2012.

The three Marvel franchises featured in the collection are The Avengers movie, X-Men and Spider-Man classic characters. The retail debut of the full collection is timed to coincide with the summer 2012 movie release of Marvel Studios and Walt Disney Pictures’ Marvel’s The Avengers.

About The Author
Wendy is Kidscreen’s Associate Editor. When she’s not sourcing material for the brand's daily email newsletter, she’s researching, writing and connecting with others about the newest trends in digital media. Contact Wendy at wgoldman@brunico.com.

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