Batman is coming back to the big screen, and this time the Dark Knight is lightening up. The Lego Batman Movie premieres around the world this month, and in addition to action and adventure, this version of the caped crusader is also focusing on the funny.
“Batman is obviously well known and loved by kids and fans of all ages,” says Amanda Santoro, senior manager of brand relations at Lego Group. “But there really hasn’t been a family-friendly Batman film for many years. We’re thrilled to be bringing this to the big screen.”
The new film won’t just be lighter in tone, it’s also showing off a new look with Batman and other classic characters like the Joker appearing in Lego form. To support the film, Lego has released 13 construction sets, as well as a blind-bag minifigure set inspired by the film. “It’s a unique opportunity for us because it’s a translation of Lego bricks and Lego sets on the big screen, and vice versa,” adds Santoro.
Warner Bros. Consumer Products (WBCP) is bringing the same sense of adventure and fun to the rest of the film’s multi-category licensing and merchandising program. The consumer products are available worldwide through retail partners including Walmart, Target, Toys “R” Us, Kohl’s, Macy’s, The Children’s Place, Barnes & Noble, Books-A-Million and Transworld.
Publishing is a major category, with DK Publishing, Scholastic, Ameet and Blue Ocean publishing more than 21 books related to the film, including storybooks, readers, activity books, sticker books and the first-ever Lego making-of movie book, The Making of the Lego Batman Movie.
Apparel and accessories will also play a significant role in WBCP’s licensing program, with partners including Bioworld, Isaac Morris, SGI, Evy of California, Handcraft and Fast Forward producing collections for kids and adults.
Additional licensing partners include Disguise (costumes), Hallmark (greeting cards, novelties), Trends International (posters, calendars, stickers), Clic Time (watches, clocks), Sakar (electronics) and Franco (home décor).
And with The Lego Ninjago Movie hitting theaters in September and The Lego Movie 2 expected in 2019, the collaborations will just keep coming.
“We’re building out this world more and more,” says Maryellen Zarakas, SVP of worldwide franchise management and marketing for WBCP. “I think that you’re going to see a lot more brand and franchise collaborations to come, especially as we look at building out some of the wonderful assortment that we already have with Lego, whether that’s with Batman and our DC Superheroes and DC Superhero Girls all the way into even something like Scooby-Doo.”