Warner Bros. Consumer Products, Lego Group ink licensing deal for Batman

MUMBAI: Warner Bros. Consumer Products has awarded the Lego Group with the construction toy license for DC Comics’ Batman. The agreement includes the rights to develop and market construction toys based on the classic Batman brand, inspired by the pages of DC Comics’ comic books; Warner Bros. Animation’s hit television series, The Batman; Warner Bros. Pictures’ film, Batman Begins, which debuted in theaters this past summer and any related theatrical releases or television programs that are produced during the period of this deal.

Beginning in April 2006, Lego Group will introduce six new Batman products featuring constructible play sets with strong vehicle focus, cool functionality, gadgets and a library of collectible mini-figures.

"Our partnership with the Lego brand on Harry Potter has been an extremely successful one and we are excited about building our relationship through Batman. Lego Group brings a wealth of creativity and quality to the products they produce and are uniquely positioned to meet the high level of expectations we have for Batman, one of our marquee brands," said Warner Bros. Consumer Products Global Toys, Publishing and Themed Entertainment executive vice president of domestic licensing Karen McTier.

"Our experience shows that combining the right property with the construction play pattern is a formula for success, so we are thrilled to be working with Warner Bros. Consumer Products on the Batman property. Not all stories translate to construction, but the Batman setting, characters and focus on gadgets and vehicles allow us to create authentically detailed, functional and fun models that will have strong appeal and play value for children and adult collectors alike," said Lego Group Global Partnership and Alliance Management vice president Jill Wilfert.

"Kids dream of the intricate world of Batman’s Batcave full of crime fighting toys, and now they’ll have the opportunity to make it all real, Lego-Style. What could be more fun?" said DC Comics president and publisher Paul Levitz.

The Lego Batman product line replicates the collectible craze the company created around its best-selling Lego Harry Potter series – where the sets are intended to be combined to further the storyline and play-acting opportunities. These new construction toys will be supported with television, print and online advertising, Web content, Lego Club, targeted events, a model tour and retail promotions.

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