Lego to launch toy with CD-Rom package

Lego has teamed up with Universal Music International for the launch of its latest product range.

The world’s largest music company will provide the soundtrack for Lego Technic Bionicle, a new range of toys and CD-Roms being launched this year.

Described as a “new concept in storytelling”, Bionicle is backed by a website where children can learn about the universe and follow the story of a group of characters, the Toa heroes, who live on a mythical island.

The music releases, to be launched in Europe in the spring, will take the form of enhanced CDs with multimedia content.

The first six characters in the Bionicle range will go on sale in the UK later this month. Each toy comes in a plastic canister with a CD-Rom featuring visuals, games and activities for children.

“We have chosen to work with Universal Music International because we share the same target market of young people,” says Stig Blicher, global brand director at Lego.

“Our products stimulate many senses, so it is only natural for us to incorporate music into the Lego universe,” says Blicher.

In January the toy company announced it had struck a deal with Microsoft to create content for the software company’s MSN network and new Xbox games console.

Last year Lego formed an alliance with film-maker Steven Spielberg to launch a kit that lets children make their own films.

Lego says the partnerships are all part of its strategy to make Lego the world’s number one brand for families with children by 2005.