LEGO
Consumer Products

Character World builds Lego licensing deal

As a part of a strategy to boost its European presence, licensing company Character World has inked a pan-European deal with The Lego Group to create Lego-themed bedding.
October 7, 2014

As a part of a strategy to boost its European presence, licensing company Character World has inked a pan-European deal with The Lego Group to create Lego-themed bedding.

Character World is designing a line of duvets, blankets, ponchos and towels that will feature key brands such as Lego Friends, Lego Ninjago, Lego CHiMA and Lego Classic, as well as the Lego/DC Comics Superheroes co-brand.

Set to roll out next spring, the bedding and accessories will be available across Europe in regions including the UK, Ireland, Germany, Austria, Switzerland, Benelux, the Nordics, Iberia, Italy, France and Eastern Europe.

The Lego franchise has had a particularly strong fiscal year. The popularity of The Lego Movie propelled sales 11% higher in the first half of 2014, to US$2.03 billion. The Danish brick maker has now surpassed toyco Mattel in sales, and is continuing to expand its licensing program.

Lego is just the latest high-profile brand to opt into Character World’s licensing portfolio. Flappy Bird also recently joined the agency’s roster, which already includes Disney, Star Wars, Marvel Superheros, Mattel, Nickelodeon, Batman and Hello Kitty.

About The Author

Menu

Brand Menu