Kidz agreement with the LEGO Group
Kidz Entertainment/EEMC has announced details of a renewed deal that will see it represent the LEGO brand across the Nordics and Eastern Europe for a further three years.
The LEGO brand needs little introduction – 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, when the unique tube system was first patented.
Today the property has a massive global presence - manufactured by The LEGO Group, the brand’s huge profile is also reflected in a very strong licensing programme, with toys, movies, games, video games, shoes, apparel, online games, amusement parks and books all falling under the LEGO banner.
“We are absolutely delighted to have renewed this deal and to carry on representing such an iconic property,” commented Morten Geschwendtner, CEO, Kidz Entertainment/EEMC. “The LEGO Group is a Danish company that has achieved global success by providing the very best to their consumers. Applying this thinking to licensing has been a fantastic endeavour, giving us, as licensing experts, the opportunity to work closely with the LEGO licensing team to help in building the right licensing platform with carefully selected partners - ensuring that their lines continue to support the LEGO brand’s position as one of the most trusted brands in the world.”
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