Lego grows HIT relationship
By Staff -- Gifts and Dec, 2/14/2008 11:58:00 AM
NEW YORK—HIT Entertainment said today it will expand its relationship with Lego in a deal that, among other moves, will see Lego market an exclusive Bob the Builder construction toy assortment at specialty toy stores.
Lego, a global licensee for the Thomas & Friends and Bob the Builder brands for the past 4 and 7 years respectively, will extend its offerings to include new products to be launched in 2008 and beyond. The toymaker will begin creating all-new construction sets for Thomas & Friends in 2008. For Bob the Builder, it will market a new product assortment exclusively available through direct to consumer outlets and independent toy stores. Its Thomas & Friends sets will continue to be available in major toy and discount merchandise retail outers, as well as specialty stores. [Pictured below: Lego's Thomas Starter Set]
Also as part of the new agreement, Lego will serve as the presenting sponsor for the popular Day Out With Thomas tour in North America, beginning this spring. The Lego Group will receive extensive branding at each event, including on-site signage, model displays and Lego bricks at the event’s “Imagination Station,” according to HIT.
The Day Out With Thomas tour includes approximately 300 event days at more than 45 heritage railroad stations across the US and Canada annually. 
Lego will also continue to serve as a presenting sponsor of the Thomas & Friends television series on PBS Kids in the US through the remainder of 2008. The toymaker will receive 15-second spots at the open and close of each Thomas & Friends episode and will be featured on the Thomas & Friends website, Thomasandfriends.com, and on Pbskids.org with new branded games and banner ads.
“The Lego Group has been one of HIT’s key partners for nearly a decade. Now, in addition to extending our global partnership to create and market exciting Thomas and Bob construction sets, The Lego Group has committed to Thomas & Friends in a significant way in the U.S., integrating with the brand on television, online and through live events,” said Jamie Cygielman, HIT’s senior vice president of consumer products. “This agreement unites two leaders in the preschool space and creates a compelling and unique program that will ultimately result in a richer consumer experience.”
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