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31.05.2002, 12:55

LEGO Sports (Produktneuheit / Presseartikel)


Press Release

SOURCE: NBA

LEGO Company and NBA Build Comprehensive Global Alliance
NEW YORK--(BUSINESS WIRE)--May 30, 2002--The LEGO Company and the National Basketball Association have reached an agreement for a comprehensive multi-year global merchandising and marketing alliance that connects the world's most recognized sports brand among youth with one of the world's leading toy brands for children.

As part of the comprehensive agreement, the LEGO Company will use NBA league and team logos and player attributes in communication materials, retail promotions, products and packaging. The LEGO Company will launch a comprehensive global marketing campaign that will incorporate many of the NBA's integrated marketing assets, and will have a feature area on NBA.com called the LEGO Creative Play of the Week. The LEGO Company's marketing campaign also will include an interactive area at NBA All-Star Jam Session and participation in NBA Jam Van -- the league's interactive traveling basketball experience.

Based on the multicultural appeal of the LEGO® and NBA brands, the LEGO Company's various global market operations also will participate in NBA-sanctioned events and grassroots activities internationally, utilizing NBA logos, photography and footage in NBA-themed promotions and advertising.

As part of a strategy to become the world's strongest toy brand among families with children, the LEGO Company later this year will introduce a new category of toys called LEGO Sports. The alliance with the NBA, who represent the global appeal and popularity of basketball among today's youth, will lay the foundation for this new category. The LEGO Sports category translates LEGO values of creativity, imagination and fun into innovative build-and-compete sports games.

"The NBA is recognized around the world as one of the most popular sports among today's youth, so we are confident that this partnership will result in an increased awareness of and enthusiasm for the LEGO brand," says Henrik Poulsen, senior vice president, global brand management for the LEGO Company. "We are thrilled to work with the NBA, whom we see as a premiere partner in helping us create the new LEGO Sports category, and believe this combination of strong brands will create a major wave of excitement among children," Poulsen continues.

"LEGO is a very strong brand and we are pleased that our merchandising business, which is experiencing healthy growth, will gain even more momentum as a result of this partnership," said NBA Commissioner David Stern. "We welcome LEGO as a new NBA marketing partner and they are representative of the interest the NBA is enjoying from global companies and powerful brands."

Starting next season, LEGO products will be carried at The NBA Store on Fifth Avenue in New York City and at The NBA Store on NBA.com.

With 29 teams in the United States and Canada, NBA games and related programming are broadcast to 210 countries in 42 languages. The NBA is one of the most popular and profitable sports or entertainment properties in the licensing world with NBA league and team products in stores across the globe, on the NBA Store on NBA.com, the NBA Store on Fifth Avenue in New York City, and NBA City in Orlando. The NBA is a recognized leader in sports marketing maintaining a strong roster of fully integrated domestic and global marketing partnerships with the most recognizable brands in the world. For more information on the NBA, visit www.nba.com.

Based in Billund, Denmark, the LEGO Company, family-owned and privately-held since its founding in 1932, is a world leader in providing quality products and experiences that stimulate children's creativity, imagination and learning through playful activities that encourage hands-on, minds-on creation, fun, togetherness and sharing of ideas. Company employees are guided by the motto adopted in the 1930s by founder Ole Kirk Christiansen: "Only the best is good enough." For more information, visit www.LEGO.com.





eastpole
31.05.2002, 15:33

Re: LEGO Sports (Produktneuheit / Presseartikel)


Re: [B]LEGO Sports (Produktneuheit / Presseartikel)[/link] von Navigation am 31. Mai 2002 12:55:01:

Hi René,

das könnte bedeuten, dass wir endlich mal ein paar "Afro-Amerikaner" als Minifigs bekommen könnten....immerhin ist der größere Anteil der NBA-Spieler nicht weiß und schon gar nicht "Legogelb" !...und alles nur wenn Lego so ein NBA-Set raus bringt...so wie bei Soccer schon der Fall ist!

Mal weiter spinnen...dann bekommen wir bald auch einen Lando Calrissian, einen Mace Windu und und und :-)
Gruß
Klaus


coyote
31.05.2002, 16:52

Re: LEGO Sports (Produktneuheit / Presseartikel)


Re: [B]Re: LEGO Sports (Produktneuheit / Presseartikel)[/link] von eastpole am 31. Mai 2002 15:33:01:

>Hi René,
>das könnte bedeuten, dass wir endlich mal ein paar "Afro-Amerikaner" als Minifigs bekommen könnten....immerhin ist der größere Anteil der NBA-Spieler nicht weiß und schon gar nicht "Legogelb" !...und alles nur wenn Lego so ein NBA-Set raus bringt...so wie bei Soccer schon der Fall ist!
>Mal weiter spinnen...dann bekommen wir bald auch einen Lando Calrissian, einen Mace Windu und und und :-)
>Gruß
>Klaus


Will bloß hoffen, dass die dann nicht US-only sind


Henriette
31.05.2002, 17:14

thanks for remembering


Re: [B]LEGO Sports (Produktneuheit / Presseartikel)[/link] von Navigation am 31. Mai 2002 12:55:01:

the last two sentence.

*griemelgrummel*

War das nun eine Werbekampagne für NBA oder für Lego? Mein Englisch ist nicht so gut *wegduck*

schonwiederlästerliche
Henriette





Lizenz Gegner
31.05.2002, 23:04

Re: LEGO Sports (Produktneuheit / Presseartikel)


Re: [B]Re: LEGO Sports (Produktneuheit / Presseartikel)[/link] von coyote am 31. Mai 2002 16:52:21:

ARGGGGGGGGGGGGGGGGGGGGGGGGGGGGHHHHHHHHHHHHHHA!!!!!


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