Lego electronic range hits shelves - ToyNews

Lego electronic range hits shelves

Digital Blue has unveiled its first wave of Lego electronic goods in the UK.
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The firm signed a global licensing deal with Lego in January and the first products in the range include products specifically designed to appeal to children and teens of all ages.

Retailers will be able to take delivery of products from August and the first wave of products features MP3 players, boom boxes, digital clock radios and digital cameras.

Each product appears to have been constructed using multi-coloured Lego bricks. There will also be a range of Bionicle digital cameras for boys between the ages of seven and 11. All products draw on the latest technology and offer great functionality.

As part of its agreement with Lego, Digital Blue will market the consumer electronics products to retailers in the UK, US, Canada, Mexico, France, Germany and other countries.

Tim Hall, CEO of Digital Blue commented: “Digital Blue is extremely proud to team up with the Lego Group, a highly regarded brand among generations of parents and children throughout the world. This partnership helps us to achieve our goal of expanding globally in support of a prominent brand worldwide.”

UK retailers will be able to order the products through Digital Blue’s UK office and all sales enquiries should be directed to managing director of sales, Daniel Richardson.

Andrea Ryder, licensing director at the Lego Group, welcomed the arrival of Digital Blue’s products in the UK. She said: “We are very excited to see the long awaited launch of these fun and cool Lego consumer electronic products in the UK.

“Digital Blue is a great partner for us and has understood how to bring our brand alive in a total new way.”

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