SuperAwesome, the team behind Box of Awesome and Box of OMG, has teamed with LEGO to bring LEGO Mixels to its kids and teens’ marketing platform.
The partnership will see the new line of collectables from the construction toy firm launch across mobile and web, reaching SuperAwesome’s network of 30 million children in the US and UK.
LEGO Mixels marks the first global joint venture between LEGO and Cartoon Network with a franchise consisting of mix and match-able characters featuring new elements such as eyes, teeth and working ball-joints.
SuperAwesome’s marketing platform has also allowed the LEGO campaign to include an innovative HTML5 digital painting application, accessible from smartphones, tablets and computers.
Harry Harrison, LEGO Mixel brand manager, said: “With children today interacting with content across so many different channels, it can be a tough challenge to engage meaningfully across this competitive landscape.
“SuperAwesome’s multi-channel platform is the ideal environment to bring this new game-changing play theme to life in the digital realm.
“From designing their very own Mixels character to winning prizes, this digital campaign will offer a truly fun and interactive hub for LEGO Mixels fans.”
SuperAwesome’s CEO, Dylan Collins, added: “We are incredibly excited to be once again working with LEGO on such a groundbreaking new initiative.
“The combination of TV, digital and physical toys makes it a perfect entertainment experience for this new generation of kids.”