Lego signs licensing deal with Disney

Lego Buzz Lightyear and Lightening McQueen kits will hit shelves next year after the Danish toy firm struck a licensing deal with Disney.

Lego kits for three Disney and Disney Pixar films – Toy Story, Cars and Prince of Persia – will be produced from next year and mark the start of a “multi-year” licensing agreement giving the toy brand access to an “extensive portfolio of Disney properties.”

The deal comes after Walt Disney Co reported disappointing results for its final quarter earlier this month and news that another part of the group, Disney Channel, intended to start using its global sponsorship team to build “more inventive” commercial brand partnerships.

It is not yet clear if Disney’s consumer products deal will lead to TV collaboration. Lego recently announced a deal with Turner Media Innovations to promote its new star wars range on the Cartoon Network’s new weekly animated series Star Wars: The Clone Wars (MW 5 February)


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