Lego already has a strong licensing programme, with toys, movies, games, video games, shoes, apparel, online games, amusement parks and books all falling under its brand.
“We are absolutely delighted to have renewed this deal and to carry on representing such an iconic property,” said Morten Geschwendtner, CEO, Kidz Entertainment/EEMC.
“The Lego Group is a Danish company that has achieved global success by providing the very best to their consumers. Applying this thinking to licensing has been a fantastic endeavour, giving us as licensing experts the opportunity to work closely with the Lego licensing team to help in building the right licensing platform with carefully selected partners - ensuring that their lines continue to support the Lego brand’s position as one of the most trusted brands in the world.”
Andrea Ryder, director, Lego Licensing adds: “The Lego brand is a brand unlike any other and we are a very demanding licensor, but Kidz have always understood that and have grasped very well what we stand for and they have been able to translate the Lego values very effectively to the licensing community.
"We now have a successful licensing programme that extends and expands the presence and the reach of the Lego brand while supporting the core position of our brand, which is the result of a successful relationship with Kidz Entertainment/EEMC.”