TOY FAIR 2011: Re:creation scores LEGO distribution deal

UK firm wins national distribution rights to LEGO Youth Electronics range
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Berkshire-based distributor Re:creation has won exclusive UK distribution rights to Digital Blue’s LEGO Youth Electronics range.

The range includes products like digital cameras, clock radios and CD players with LEGO minifigure branding. Limited amounts of the line were introduced to the UK last year.

“We are delighted to be appointed Digital Blue’s sole UK distributor for this exciting range,” said Re:creation MD Nick Joslin.

“We have a lot of experience in the category, and also work very closely with LEGO across a broad portfolio of licensed toys and gifts which we feel puts us in a unique position to satisfy the enormous pent up demand in UK.”

Digital Blue CEO Tim Hall singled out Re;creation’s brand management record as contributing significantly to the deal.

“We have had the benefit of their expertise in the UK market for many years,” he said.

“They focus on both the customer and the end consumer, which we find to be the optimum way to support our licensed products based on this world-class brand.”

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