Toy Licensing 

LEGO in a partnership with i paper

Marking its return to UK media collaborations, LEGO has entered into a new partnership with the i paper. The deal will have the toy maker team with Warner Bros. Pictures for a special giveaway to promote the arrival of The LEGO Ninjago Movie which hits the theatres on October 13.

Readers will be able to collect a free LEGO Ninjago Minifigure toy key ring on the weekend (on October 14).

The offer will run in the iweekend edition dated Saturday 14 and October 15. Using a coupon in iweekend, readers will be able to redeem the toy in-store with the participating retailers Martin’s, RS McColl and McColl’s.

Oliver Duff, editor of i, said, “It’s really pleasing to get to work with a brand so loved by the public, and which is strengthening its presence in the UK.”

Richard Thomson, group publishing director at Johnston Press, that owns i, averred, “Having worked in this industry for a number of years, I’ve always looked on with great envy when a brand like LEGO collaborates with other media owners.

“So to now have our chance is a real privilege and I’m delighted it’s also in partnership with Warner Bros, the movie makers and the McColl’s Retail Group,” he added.


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