TVMania UK Seals Deal For The LEGO® Movie Apparel! BRANDORA Editorial Staff - July 2013

 

TVMania UK – the British arm of leading pan-European apparel company TVMania – has announced that it has signed an agreement with the LEGO Group to produce apparel based on eagerly anticipated new film The LEGO® Movie.

The UK release date for the movie is February 2014 and anticipation is already building for what is set to be one of the biggest films of next year. Starring major names such as Morgan Freeman, Liam Neeson and Will Ferrell, the animated blockbuster tells the tale 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.

The new movie represents the latest chapter in the extraordinary LEGO story. As one of the most recognisable toys in the world, the distinctive coloured building bricks have been an integral part of childhood since the 1950s and are now an established part of our cultural history. The statistics surrounding the brand are staggering – 45.7 billion LEGO bricks were produced in 2012 alone and on average every single person on Earth owns 86 bricks.

The deal complements TVMania’s existing agreement to produce an apparel range featuring popular LEGO lines such as LEGO Friends, LEGO Legends of Chimatm, LEGO City, LEGO DUPLO, LEGO Classic and LEGO Minifigure.

“This new film will see LEGO bricks hitting the big screen for the first time in our history and we are delighted that TVMania UK are on board to maximise the undoubted potential this offers for licensed apparel,” says Melissa Wallace, Senior Licensing Manager Apparel and Accessories, Outbound Licensing Team, LEGO UK.

Adds Dan Wilkins, Managing Director, TVMania UK, “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. A LEGO world will hit the screen that features new characters and unique storylines, so fans will be clamouring 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.”

Find out more about The LEGO movie here: http://www.youtube.com/user/WarnerBrosPictures