Universal partnerships & licensing builds global partnership with the Lego Group

BRANDORA Editorial Staff - October 2014

Renowned Construction Toy Brand Partners with UP&L for the Fourth Installment in the Film Series Set for Release on June 12, 2015

Universal Partnerships & Licensing (UP&L) today announced that The LEGO Group will create original LEGO® products in conjunction with the release of Jurassic World, the long-awaited next installment in Steven Spielberg’s groundbreaking film series that will be released on June 12, 2015. The LEGO Group’s participation rounds out an overall branded toy campaign designed to bring the action, adventure and excitement of the film to audiences around the world alongside global master toy licensee Hasbro. The toys will be available in May 2015. The announcement was made by UP&L President Stephanie Sperber and Jill Wilfert, vice president of global licensing and entertainment for The LEGO Group.

“Jurassic Park defined dinosaurs for an entire generation 20 years ago, and Jurassic World will do the same in 2015,” said Sperber. “Working with LEGO Group to bring this classic into the present in dynamic and exciting ways is truly thrilling.”

“We are thrilled to be a part of the groundbreaking Jurassic Park series,” said Wilfert. “The film’s imagery and branding are iconic, with a rich array of landscapes, vehicles and dinosaurs that are perfect for inspiring a line of building sets that will encourage hours of creative play.”

Hasbro continues its longstanding relationship with Universal and will introduce a robust line of play experiences based on the film in 2015, such as action figures, role play items and games. In addition to its toy licensing deals, UP&L has secured a cross-category licensing program. Additional Jurassic World licensees include:

Accessory Innovations – accessories including headwear, coldweather and umbrellas (U.S.)
Bakery Craft – candy/food/bakery (U.S.)
Bulls I Toy – trading cards, stickers, tattoos and other general merchandise (U.S.)
Cardinal Games – puzzles (U.S.)
Dreamtex – home furnishings (UK)
Edge Brands – sporting goods (U.S.)
Fast Forward – accessories (U.S.)
Fifth Sun and FREEZE – apparel (U.S.)
Franco Manufacturing – home furnishings (U.S.)
GBG USA – men’s, women’s and children’s sleepwear and loungewear (U.S.)
Gut Distribution – stationery (Italy)
Handcraft – underwear (U.S.)
High Point Design – hosiery (U.S.)
Innovative Designs – back to school (U.S.)
Jada Toys – R/C, diecast vehicles (Worldwide)
KIDdesigns – youth electronics and electronic adventure gear (U.S.)
Rubie’s Costume Company – costumes (U.S.)
Smith & Brooks – apparel (UK)
Toy Factory – amusement channel prizing (U.S.)
Trends International, LLC – stationery/social expression (U.S.)
TV Mania – apparel (Germany, Austria, Switzerland)
Unique Industries – party goods (U.S. and UK)
VMC Accessories Ltd – accessories (UK)
Zak UK Ltd – dinnerware (UK)
And Ludia, in partnership with UP&L, are creating a mobile and social game based on the film. The same developers of the smash hit “Jurassic Park™ Builder,” Ludia invites you to return to the mythical Isla Nublar island, and take charge of your very own Jurassic World theme park. Construct state-of-the-art facilities and rig special habitats to unveil your ever-expanding collection of dinosaurs! Come re-engineer prehistory and build the theme parks of tomorrow with the ultimate social builder experience, “Jurassic World™: The Game”!

Universal Partnerships & Licensing is currently seeking additional licensing partners for the Jurassic World program. UP&L is located in booth C070 at Brand Licensing Expo in London Oct. 7-9, 2014.