Disney and LEGO announce strategic partnership
Rumors that LEGO would soon start producing a few Disney themed lines recently made their way around the internet. Turns out they’re true. The LEGO Group and Disney Consumer Products today announced a multi-year licensing agreement that gives the LEGO Group access to an extensive portfolio of renowned Disney and Disney Pixar properties. LEGO® and LEGO DUPLO® products are currently in development for three franchises — Disney Pixar’s Toy Story and Cars, and Prince of Persia — all scheduled to launch in 2010.
“We are thrilled to team up with Disney, another of the world’s premium brands for families with children,” said Jorgen Vig Knudstorp, CEO LEGO Group. “When two brands who share similar values bring their franchises together — in this case a timeless play pattern with some of the industry’s most beloved stories and characters — and combine their access to families, retail strength and marketing power, amazing things can happen. We can’t wait to launch the first three lines and look forward to exploring all of the ways in which we bring the wonderful world of Disney to life in LEGO form.”