LEGO Group Builds Creative Merchandising Program for “THE LEGO® MOVIE” -First of 17 Building Sets, Playable Video Game Demo to be Displayed at Comic-Con- SAN DIEGO, July 16, 2013 /PRNewswire/ — COMIC-CON INTERNATIONAL — The LEGO Group today announced that it will produce a collection of movie-inspired building sets celebrating the brand’s premiere as a theatrical film. The company has recruited an impressive roster of global partners to a broad, multi-category licensing program to support the much anticipated animated adventure film from Warner Bros. Pictures and Village Roadshow Pictures. Directed by Phil Lord and Christopher Miller and produced by Dan Lin and Roy Lee, “THE LEGO® MOVIE” is rapidly building buzz following its first released trailer and assembles on the big screen starting in February 2014. “The LEGO brand has been a vehicle for creative storytelling around the world for decades, so it’s no surprise that there is such growing enthusiasm for the first LEGO theatrical film,” said Jill Wilfert, vice president licensing and entertainment for The LEGO Group.
“We are thrilled to collaborate with our valued partners to build a varied and compelling portfolio of products through which fans of all ages can celebrate this LEGO brand milestone.” Inspired by pivotal scenes in the film and starring key LEGO minifigure characters, a collection of 17 LEGO building sets will deliver all of the “THE LEGO MOVIE” action to the playroom. Fans will delight in highly detailed and functional vehicles and structures that reflect the creative versatility of the movie’s many LEGO themed backdrops, such as City, Wild West, and Space. Comic-Con International attendees in San Diego, California will see the first “THE LEGO MOVIE” building set unveiled at the LEGO booth (#2829) on Saturday, July 20. Additionally, the company’s line of collectible LEGO Minifigures will receive its first Hollywood makeover with a series inspired by “THE LEGO MOVIE” cast of 16 new and “new-again” LEGO characters. In related news, Warner Bros. Interactive Entertainment today announced that the chart-topping and award-winning LEGO videogames franchise from TT Games will include an epic gaming experience based on the film across all major console and handheld gaming systems.
With more than 90 playable characters inspired by the film and 15 exciting levels, kids will be able to build an adventure like never before. A roster of global licensees covering several categories will immerse filmgoers in the world of “THE LEGO MOVIE.” Perennial publishing partners Scholastic, Penguin, Ameet and DK Publishing will offer a range of readers, sticker books, activity books and movie guides. Apparel partners include T-shirts from Mad Engine, Isaac Morris, Kabooki, TV Mania and Casco Blu, hoodies from TV Mania, pajamas from SGI Apparel, TV Mania and Kabooki and undergarments from Handcraft Mfg. and Kabooki. Carry Gear and Grown Up will offer bags, including backpacks and cinch bags. Clic Time is producing clocks and buildable watches. MZB Imagination and Funtastic are creating an array of stationery items including notebooks, journals, folders, pens, pencils and pencil cases, erasers, rulers and luggage/bag tags. Functional key lights featuring movie characters are being produced by IQ HK.
Storage partner ROOM Copenhagen is producing a lunchbox, lunch set, drinking bottle and storage and sorting boxes. “THE LEGO MOVIE” opens in some global markets on February 7th, 2014. The 3D computer animated adventure tells the story of Emmet, an ordinary, rules-following, perfectly average LEGO minifigure who is mistakenly identified as the most extraordinary person and the key to saving the world. He is drafted into a fellowship of strangers on an epic quest to stop an evil tyrant, a journey for which Emmet is hopelessly and hilariously underprepared. “THE LEGO MOVIE” stars Chris Pratt, Will Ferrell, Elizabeth Banks, Will Arnett, Nick Offerman, Alison Brie and Charlie Day, with Liam Neeson and Morgan Freeman, as the voices of the animated characters. The film is directed by Phil Lord & Christopher Miller (“21 Jump Street,” “Cloudy with a Chance of Meatballs”) from their original screenplay, story by Dan Hageman, Kevin Hageman, Phil Lord and Christopher Miller, based on LEGO construction toys.
The trade notes that Charlie Bean will direct the picture, with Dan Lin, Roy Lee, Phil Lord and Christopher Miller (of The LEGO Movie fame) producing. Bean’s previous credits include episodes of the TV series Robotboy and TRON: Uprising. This will be his feature-film debut, but it might look something like this: LEGO Ninjas date back to 1998, when the toy company launched a line modeled after the mighty warriors. Recently, in 2011, the line was upgraded to revolve around LEGO Ninjago: Masters of Spinjitzu, which inspired a Cartoon Network TV series and a video game. The world of LEGO Ninjago blends Chinese and Japanese myths and culture, and exists in an expansive universe that should give Charlie Bean and his creative team plenty of room to explore. There are heroes, and evildoers (like Lord Garmadon and the Skeleton Army). The main characters in this series connect to certain elemental properties (Fire, Ice, Lightning and Earth), meaning there are shades of Power Rangers, as well as The Last Airbender.