LEGO Expands Disney Licensing Deal with Marvel ‘LEGO Super Heroes’ in 2012
Two of the world’s most iconic brands are joining forces as The LEGO Group, world leader in high quality construction toys, and Marvel Entertainment, LLC, a global character -based entertainment company, announced a wide ranging strategic licensing deal. Through the multi-year agreement starting as of January 1st, 2012, Marvel has granted LEGO Group the rights to develop a distinct Marvel branded construction toy collection — LEGO SUPER HEROES — which will bring the characters, vehicles and action of Marvel’s renowned universe to the world of LEGO® build-and-play adventure. The LEGO SUPER HEROES Marvel collection’s initial construction sets, minifigures and buildable characters are scheduled to launch in May of 2012.
The LEGO SUPER HEROES Marvel collection will spotlight three Marvel franchises – Marvel’s The Avengers movie, and X-Men and Spider-Man classic characters. The LEGO Marvel’s The Avengers movie line brings such ever popular Marvel characters as Iron Man, The Hulk, Captain America, Thor, Hawkeye, Loki and Black Widow to LEGO minifigure form. The LEGO X-Men collection includes minifigure comic versions of Wolverine, Magneto, Nick Fury and Deadpool, while the LEGO Spider-Man sets offer minifigure comic versions of Spider-Man, and Doctor Octopus. The first buildable characters in the LEGO SUPER HEROES collection are highlighted by Captain America, The Hulk and Iron Man. Select figures will be unveiled in the LEGO booth (#2829) during Comic-Con International at the San Diego Convention Center July 21-24.
“Our partnership with Marvel helps us continue to deliver some of the best and most constructible Super Hero stories of all time,” said Jill Wilfert, vice president, licensing and entertainment for The LEGO Group. “We’re thrilled to partner with Marvel to create creative, constructive play sets for builders, fans and collectors alike.”
Joann Mclaughlin, Executive Vice President Toys & Hardlines, Marvel Entertainment, commented, “The partnership with LEGO Group furthers Marvel’s strategy to align our brand with the best in class leaders across various industries who have the global marketing expertise and distribution clout to stand out in the retail environment. This deal solidifies the already robust presence of our characters and the overall Marvel brand in the ever important toy category.”
The retail debut of the Marvel-inspired LEGO SUPER HEROES collection is timed to coincide with the highly anticipated Summer 2012 blockbuster movie release of Marvel Studios and Walt Disney Pictures feature film Marvel’s The Avengers.