CN, LEGO Create New Brand

 

Cartoon Network and The LEGO Group have collaborated to create a new entertainment franchise, Mixels, that is set to launch in 2014.

Featuring colorful creatures that can mix and combine with one another, the brand will include animated content (primarily shorts), digital gaming and a collectible building toy concept. Through these different mediums, fans will become creators and active participants in the brand, creating new characters and content.

Animated content will begin airing on Cartoon Network and on CartoonNetwork.com alongside a mobile game and mini building sets that will launch in three waves in 2014.

"This is the next step in the evolution of Cartoon Network Studios and the way we develop original IP," says Rob Sorcher, chief content officer, Cartoon Network. "Bringing together world-class animators and game developers with LEGO content and product design teams at the earliest stages of creation proved to be an energizing collaboration, showcasing the creative strengths of both brands."

Cartoon Network Studios will drive all narrative, animated and digital content, Cartoon Network Enterprises will handle Mixels non-toy licensed merchandise and the LEGO Group will focus on Mixels toy design, manufacture and distribution as well as licensed publishing.

"Our relationship with Cartoon Network has really evolved and they have been really great, supportive partners who share our passion for children," says Jill Wilfert, vice president licensing and entertainment, The LEGO Group. "After working closely with them for the last few years, it is obvious that they truly understand and fully embrace our brand and our core values, so we are thrilled to embark on this new journey to develop and deliver a highly creative and fully integrated new experience with them." 

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