Tag Archives: The LEGO Group

LEGO builds multi-year partnership with Adidas to ‘inspire creativity and foster play’

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The LEGO Group has struck up a multi-year partnership with Adidas to co-create a range of new products aimed at inspiring creativity to foster a more playful, positive and inclusive world for adults and children from all backgrounds and sporting abilities.

The partnership will span products such as footwear, apparel, and hardware, having kicked off last month with the unveiling of the limited edition Adidas Originals ZX 8000 LEGO sneaker.

“It’s our mission to inspire and develop the builders of tomorrow and help children be creative and learn the skills they need to thrive,” said Julia Goldin, chief marketing officer at the LEGO Group.

“Great play experiences are a fun way to learn and build creative confidence, and so is sport – and that’s is why we’re so excited about this partnership. Together, play and sport let children experience collaboration and the principles of fair-play, as well as build mental resilience. These are crucial life-skills that can help children unlock their full potential.”

Aimee Arana, SVP general manager, global training at Adidas, added “Our goal is to use the power of sport to change lives, grounded in creativity as the vehicle to inspire people of all ages and backgrounds. An innovative partner like the LEGO Group allows us to together imagine up new concepts and products that will spark creativity in an inclusive way, particularly helping the development of younger generations.”

Initial partnership discussions started in 2017, and in 2018 the LEGO Group welcomed the adidas team to LEGO House in Denmark to let creativity run wild and determine how best to foster a true fusion of the two brands.

That meeting kicked-off what promises to be a dynamic and fast-paced collaboration, with the first products scheduled to drop before the end of 2020. Products for various sports and an active lifestyle will launch in December and throughout 2021, aimed at both kids and adults and crossing different LEGO themes.

LEGO unleashes the LEGO DC Batman 1989 Batwing, inspired by the Tim Burton classic movie

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The LEGO Group celebrated Batman Day this month in true style, by partnering with Warner Bros. Consumer Products and DC to release the LEGO DC Batman 1989 Batwing, a LEGO brick reconstruction of the vehicle seen in Tim Burton’s iconic 1989 Batman film.

One for the keen-eyed Batman fans to appreciate, the design uses the smooth lines and features from the original model to bring the gothic elegance to the build. Fans of LEGO and DC alike can explore a full interior, removable canopy and poseable aerodynamic wings. The kit is also dotted with Easter eggs to surprise builders, such as a screen featuring The Joker’s gas balloons and a Bat Engine label.

The LEGO DC Batman 1989 Batwing comes in at an impressive 2,363 pieces and measures over 11cm high. The construction set also features a special brick which allows builders to mount and display their model on the wall. The kit joins the previously released LEGO DC Batman 1989 Batmobile as a dramatic addition to any collector’s line up.

LEGO Creative lead Jesper C. Nielsen, said: “The emblematic set truly takes fans on a journey, as they immerse themselves into Gotham city and get hands-on with the set, using Batman, The Joker and Boombox goon minifigures to relive their favourite moments from the film.

“Fans can even create the infamous scene when The Joker barges in on the Dark Knight and utters his classic words “have you ever danced with the devil in the pale moonlight?.”

The LEGO 1989 Batwing construction set is the latest example of how the LEGO Group aims to inspire builders of all ages to build, rebuild and get excited by the process of creation. A complex and rewarding build, the LEGO 1989 Batwing construction set allows builders to relax as they escape from the real world and enter the Batman universe.

Designed for those aged 18 and upwards, the new set will also feature the new stylish packaging designed to reflect the sophisticated nature of the creative process.

All new products in the LEGO Group’s ranges that appeal to adults will now feature the sleek, minimalistic new design across related packaging, building instructions, exclusive content and in-store and online store design.

LEGO 1989 Batwing will be available for LEGO VIP members from 21st October and for remaining LEGO fans from 1st November, directly via LEGO.com and LEGO Stores.

 

LEGO partners with Tongal and turns to fans to build new content through LEGO World Builder

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The LEGO Group has partnered with the content creation platform Tongal to launch LEGO World Builder, a new story-development platform that allows the LEGO fan community to develop stories, shows, and more, with direct access to the LEGO creative team itself.

Powered by Tongal’s technology, LEGO World Builder connects a worldwide creator community to the LEGO Group, who can then incubate ideas, collaborate, give feedback, and option or buy the rights to new concepts. The community is open to anyone over the age of 18, who can then pitch their own stories, or team up and collaborate on story worlds with other fans, writers, animators, and designers.

Each year, thousands of creatives send the LEGO Group original ideas for new content and stories. LEGO World Builder is wholly dedicated to empowering this type of creativity. The platform will also include challenges from the LEGO creative teams, where fans can share their own spin on existing LEGO IP.

“The LEGO Group is known for innovation. As early adopters of open platforms, they have shown true leadership in engaging those who love their products throughout the creative process,” said James DeJulio, Tongal co-founder and CEO. “They were one of the first organizations to adopt Tongal and our creative community, finding success developing and producing content on the platform, and now they have a dedicated environment to take it to the next level.”

The LEGO Group has been leveraging Tongal and its virtual production capabilities since 2012, working with their global creative community to produce video content across social and into streaming.

“As our partner for many years, Tongal has provided us a way to engage with our creative community and LEGO World Builder is an extension of that,” said Keith Malone, senior director of content development at the LEGO Group. “We are privileged to be a brand that stands for creativity not only with our incredible products but also with the experiences we create for our fans. We hope the next Ninjago or LEGO Masters could come from this collaboration.”

Creators can go to worldbuilder.tongal.com to join the community, explore worlds and start creating.