TVMania U.K. has signed an agreement with the LEGO Group to create an apparel range for the upcoming film, The LEGO Movie.
“This new film will see LEGO bricks hitting the big screen for the first time in our history, and we are delighted that TVMania U.K. are on board to maximize the undoubted potential this offers for licensed apparel,” says Melissa Wallace, senior licensing manager, apparel and accessories, outbound licensing team, LEGO U.K.
The deal complements TVMania’s existing agreements with LEGO for apparel featuring several LEGO toy lines including LEGO Friends, LEGO Legends of Chima, LEGO City, LEGO Duplo, LEGO Classic and LEGO Minifigure.
“The LEGO Movie is big, big news from a licensing point of view. I have been privileged enough to see a preview and the production values are simply phenomenal. It’s going to be an awesome brick film experience, maybe historical, and represents an incredible investment in the brand by the LEGO Group that creates wholeness for the property,” says Dan Wilkins, managing director, TVMania U.K. “A LEGO world will hit the screen that features new characters and unique storylines, so fans will be clamoring for product, and that represents a fantastic opportunity for retailers, which in turn will see our business expand across boys’ and girls’ nightwear and daywear retail distribution.”
The animated film will be released in the U.K. and the U.S. in February 2014 and will follow the adventures of an ordinary LEGO mini-figure who is mistaken for the legendary MasterBuilder and joins a quest to stop an evil LEGO tyrant from gluing the universe together.