Multiplay signs license deal for LEGO Bricklive

Gaming company Multiplay has secured the license to hold LEGO’s largest fan event Bricklive in the UK.

As part of the deal, Multiplay plans to expand Bricklive into a series of events for 2017 and beyond.

For example, instead of just one event, Bricklive will expand into four events held in London, Birmingham, Scotland and Northern Ireland.

“We’re hugely excited to be partnering with Bricklive from next year to build on the success of the events so far. We’ve demonstrated our expertise in running large-scale events around the world and we understand what is needed to engage a huge community of fans, because we are part of that community,” said Andy Smith, director of events at Multiplay.

“The team continues to increase engagement and interaction at our events, employ the latest technologies and create unforgettable experiences. With many synergies between LEGO and video gaming, there are exciting things to come.”

Bricklive hosted its fourth annual event last weekend at the NEC in Birmingham, which garnered a record attendance rating with fans of all ages turning up.

‎Clive Nørgaard Morton, founder of Bricklive, added: “We want to take Bricklive to the next level and Multiplay is the right partner to help us do that. The team has not only run events at the biggest venues in the UK, but also globally.

“We want to focus on creating the best event for LEGO fans and continue to celebrate building with our favourite bricks. We’ll be announcing more details soon.”

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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