Disney, Lego strike licensing deal

[crazy4wdw]

Disney, Lego strike licensing deal

Monday, February 16, 2009, 8:42am PST
Los Angeles Business from bizjournals

The Walt Disney Co. and the Lego Group have signed a multi-year licensing deal giving Lego the ability to roll out a new line of products based on Disney properties, including Disney Pixar.

The first three product lines will launch in 2010 and are based on "Toy Story," "Cars" and "Prince of Persia." The products will encompass the company's Lego and Duplo lines of toys.

"When two brands who share similar values bring their franchises together -- in this case a timeless play pattern with some of the industry's most beloved stories and characters -- and combine their access to families, retail strength and marketing power, amazing things can happen," Jorgen Vig Knudstorp, Lego Group CEO, said in a statement.

The Lego Group is privately held and based in Billund, Denmark. Disney is based in Burbank.

 

[*NikkiBell*]

Very cool for Lego fans out there! I bet these will sell *BIG* at DTD!

 

[Kallista]

Sweet!

My kids are crazy about Legos. They'll love this.