Marvel Inks Lego Deal
First Toys Out Next Spring
Published: 07/25/2011, Last Updated: 07/26/2011 06:26am
The Lego Group, the world leader in construction toys has signed a multi-year, wide ranging strategic licensing deal with Marvel Entertainment. As of January 1st ,2012 Lego will have the right to create toys based on the characters, vehicles, and action of Marvel’s renowned universe for its Lego Super Heroes line. The Lego Super Heroes Marvel Collection’s initial construction sets, minifigures, and buildable characters are scheduled to launch in May of 2012 to coincide with the debut of Marvel Studios’ The Avengers on May 4th.
The Lego Super Heroes Marvel Collection will spotlight three Marvel franchises—Marvel’s Avenger movie, and the X-Men and Spider-Man classic comic book characters. The Avengers movie line will include Iron Man, The Hulk, Captain America, Thor, Hawkeye, Loki, and Black Widow. The Lego X-Men Collection will feature minifigure comic versions of Wolverine, Magneto, Nick Fury, and Deadpool, while the Lego Spider-Man sets will offer minifgure comic versions of Spider-Man and Doctor Octopus. The first buildable characters in the Lego Super Heroes Marvel Collection will include Captain America, The incredible Hulk, and Iron Man.
Lego’s deal with Marvel echoes the Danish toy giant’s recent agreement with DC (see “Warner DC Expands Its Relationship With Lego”) and testifies to the growing consumer interest in superhero-themed toys worldwide.
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