Warner Bros. Consumer Products announced today that they have awarded the LEGO Group the construction toy license for DC Comics’ “Batman”. The agreement includes the rights to develop and market construction toys based on the classic “Batman” brand, inspired by the pages of DC Comic’s comic books; Warner Bros. Animation’s hit television series, The Batman; Warner Bros. Pictures’ blockbuster feature film, Batman Begins, which debuted in theaters this past summer and any related theatrical releases or television programs that are produced during the period of this deal.
Beginning in April 2006, LEGO Group will introduce six new “Batman” products featuring constructible play sets with strong vehicle focus, cool functionality, gadgets and a library of collectible mini-figures.
“Our partnership with the LEGO brand on ‘Harry Potter’ has been an extremely successful one and we are excited about building our relationship through ‘Batman’,” said Karen McTier, Executive Vice President of Domestic Licensing, Global Toys, Publishing and Themed Entertainment for Warner Bros. Consumer Products. “LEGO Group brings a wealth of creativity and quality to the products they produce and are uniquely positioned to meet the high level of expectations we have for ‘Batman’, one of our marquis brands.”
“Our experience shows that combining the right property with the construction play pattern is a formula for success, so we are thrilled to be working with Warner Bros. Consumer Products on the ‘Batman’ property,” says Jill Wilfert, Vice President Global Partnership and Alliance Management for LEGO Group. “Not all stories translate to construction, but the ‘Batman’ setting, characters and focus on gadgets and vehicles allow us to create authentically detailed, functional and fun models that will have strong appeal and play value for children and adult collectors alike.”
“Kids dream of the intricate world of Batman’s Batcave full of crime fighting toys, and now they’ll have the opportunity to make it all real, LEGO-Style,” commented DC Comics President & Publisher Paul Levitz, “What could be more fun?”
The LEGO® “Batman” product line replicates the collectible craze the company created around its best-selling LEGO “Harry Potter” series – where the sets are intended to be combined to further the storyline and play-acting opportunities.
These new construction toys will be supported with television, print and online advertising, Web content, LEGO Club, targeted events, a model tour and retail promotions.
Source: Warner Bros. Consumer Products
