Lego unveils Super Heroes line

Katie Roberts

By Katie Roberts

July 21st 2011 at 10:34AM
Lego unveils Super Heroes line

Deals signed with WBCP and Marvel for the new range.

Lego is set to turn the most popular super heroes from DC Comics and Marvel comics into branded construction toy collections.

The Lego Super Heroes Marvel collection will focus on three key brands - The Avengers, X-Men and Spider-Man - bringing characters such as  Iron Man, The Hulk, Thor, Captain America, Wolverine, Spider-Man, Doctor Octopus and many more into Minifigure versions.

The deal with Warner Bros Consumer Products will see the range cal Lego DC Universe Super Heroes, which will feature 13 characters in Minifigure form, including Batman, Robin, Catwoman, The Joker, Superman, Wonder Woman and more.

Both lines will also feature construction sets and buildable characters. The DC Comics line is set to launch in January 2012, while the Marvel range will hit shelves in May 2012.

Karen McTier, executive vice president, domestic licensing and worldwide marketing, WBCP, commented: "We have enjoyed a successful, longstanding relationship with the Lego Group and this agreement enables the vast universe of DC Comics to inspire an array of incredible offerings.

"Fans of our legendary Super Heroes and villains will be delighted with the uniquely imaginative creations, which only Lego Group can create."

Jill Wilfert, VP of licensing and entertainment, The Lego Group, said: "Given the fan enthusiasm for previous Lego Batman collections, we couldn't be more thrilled to continue the guild-and-play adventures with new Lego Batman play-sets adn the addition of other DC Comics properties.

"This partnership gives guilders a chance to recreate the characters, vehicles and worlds of some of the most iconic Super Heroes, so they can relive the action and even customise it - a proven and winning fomula in Lego construction."

WBCP is distributing 3,000 exclusive Batman and Green Lantern Lego Minifigures to begin a promotion running from August to December in advance of the launch, whereby fans will be asked to share videos, photos or illustrations of Lego DC Universe Super Heroes adventures on www.legosuperheroes.com. Entrants will be offered monthly prizes or a grand prize trip to California to tour the Warner Bros Studios, WB Animation and Legoland California.

Of the Marvel deal, Wilfert said: "Our partnership with Marvel helps us continue to deliver some of the best and most constructible Super Hero stories of all time. We're thrilled to partner with Marvel to create creative, constructive play-sets for builders, fans and collectors alike."

Joann Mclaughlin, EVP toys and hardlines, added: "The partnership with Lego Froup furthers Marvel's strategy to align our brand with the best in class leaders across various industries who have the global marketing expertise and distribution clout to stand out in the retail environment.

"This deal solidifies the already robust presence of our characters and the overall Marvel brand in teh ever important toy category."