FOR IMMEDIATE RELEASE
BIONICLE® Fever Heats, Blazes Into New Categories
-Key players in five childrens merchandise categories jump on BIONICLE bandwagon-
LICENSING 2004 INTERNATIONAL, NEW YORK More than 60 million BIONICLE® sets have been sold in North America since the franchise launched in 2001, and the excitement continues with a new roster of lifestyle products resulting from five new licensing deals for the LEGO Company, including:
- Hallmark partyware featuring plates, cups, napkins, goody bags, favors, invitations and greeting cards launches this fall
- Rubies Costume Company two Halloween costumes (Toa Vakama and Makuta) will be sold exclusively through Target Stores and direct LEGO channels this fall
- Tripod innovative footwear and backpacks with compatible accessories will be launched in mid-tier stores for back-to-school
- Dan River bedding launches in June in mass, mid-tier and department stores
- Logotel T-shirts and sweatshirts will be sold through mid-tier stores this fall
Eighty-five percent of American boys ages 6-12 know the BIONICLE property, and 45% of them own it, says Stephanie Lawrence, global director of licensing for the LEGO Company. Through our partnerships, were enabling children to have a BIONICLE experience from the time they wake up in the morning to the time they go to bed each night.
The BIONICLE franchise already is represented in several childrens categories. Scholastic Books launched a series of BIONICLE novels in 2003 to massive success, placing the property at #3 in licensed books overall for the publisher and grabbing five spots on the Barnes & Noble best sellers list. More books will be added to the series this year. Colgate-Palmolives BIONICLE power toothbrush is their top-selling boys power brush in the U.S. Last years BIONICLE: Mask of Light was #8 overall in video and DVD premieres, prompting Miramax and Buena Vista Home Entertainment to produce a second feature available on video and DVD this October. Other partners include Warren Industries (board games), DC Comics (comic novels), CDM Company (pens) and Clic Time (watches and clocks).
The lightning success BIONICLE has delivered to the LEGO Company and to key categories in childrens merchandising is almost unbelievable, Lawrence continues. Weve created an evergreen franchise to complement the many event-based properties on the childrens market. An increasing number of category manufacturers want to tap into the power of the BIONICLE universe, and the key for us now is to manage the excitement to stay true to the brand and the lifestyle of our core consumer.
New BIONICLE Vahki figures the corrupt guardians of the city of Metru Nui are shipping to retail now. Three larger character sets launch later this summer as a precursor to the second video and DVD premiere.
BIONICLE changes the way children think of and play with LEGO products, combining the best of LEGO building with the story telling and adventure of an action figure line. In its fourth year, the legend that began online continues to capture the imaginations of children around the world. Be among the more than one million unique visitors per month to www.BIONICLE.com .
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