WB Builds Out ‘LEGO Batman’ Licensing Program

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Warner Bros. Consumer Products has been busy constructing a multi-tiered licensing program for the upcoming animated comedy-adventure The LEGO Batman Movie — swinging into theaters worldwide beginning February 10. Directed by Chris McKay, the film features the voices of Will Arnett, Zach Galifianakis, Michael Cera, Rosario Dawson and Ralph Fiennes and is produced by The LEGO Movie comrades Dan Lin, Phil Lord, Christopher Miller and Roy Lee.

The movie-inspired L&M program is lead by the partnership between WBCP and The LEGO Group to bring the DC inspired characters and world of the film to playful life with 10-plus original construction sets. These include a new Minifigure Set of 20 unique, exclusive characters; Batmobile set; and Batcave Break-in set, which invites fans to defend Batman’s inner sanctum from The Penguin with a range of specialized suits.

Fashion partners include Bioworld, Isaac Morris, Evy, SGI, Handcraft and Fast Forward, offering a range of collections — many geared to kids — which include T-shirts, sportswear, swimwear, sleepwear, underwear and backpacks.

A diverse range of other products is being created for fans of all-ages by licensees including Disguise (LEGO Batman & LEGO Batgirl costumes), Hallmark (greeting cards, gift presentation & Keepsakes 2017 ornaments), Party City/Amscan’s (party goods), Clic Time (kid-friendly timepieces), Sakar (electronics & accessories), Trends International (posters & calendars), and Franco Mfg (home decor).

The global publishing program is supported by four tie-in publishers: DK Publishing, Scholastic, Ameet and Blue Ocean. With more than 21 titles, the program encompasses storybooks, readers, activity books, sticker books, magazines, junior novel, guide books and the franchise’s first The Making of behind-the-scenes guide.

The LEGO Batman Movie has also signed on a raft of international licensees and retailers. Products are beginning to rollout throughout EMEA, with key fashion and home partners including TV Mania, Character World, Sambro (back-to-school) and Pyramid (calendars & posters). In the UK, ASDA will offer product, in-store activations and branded activity pages in their magazine; Argos will have dedicated catalog pages; Sainbury’s will have in-store support and themed displays; and Tesco will offer immersive in-store and online experiences. Carrefour will support the film across Europe, including branded corners in-stores in France and Toys Center in Italy.

Also on board are El Corte Inglés, Juguettos, Fnac, Amazon and Continente in Spain and Portugal; Top Toy Group in the Nordics; and Kaufhof in Germany, with its top department stores participating with “Batman Days” – as all in-region activations offer an array of in-store themed displays, promotions, contests, events, photo opportunities, and more.

In Asia-Pacific, partners such as Caprice offer fans apparel, sleepwear, accessories, backpacks, and homeware, along with other partners featuring products including costumes, clocks, publishing and more. Retailers including Toys ‘R’ Us, Big W, Myer and The Warehouse are also in on the action.

Worldwide retail support comes from Walmart, Target, Toys ‘R’ Us, Kohl’s, Macy’s, H&M, The Children’s Place, Old Navy, Barnes & Noble, Books-a-Million and more, planning strong programs, product displays and all-inclusive “retailtainment” — in-store events, exclusive products, interactive in-store activations such as LEGO building experiences; custom-created in-store giveaways and stand-alone product displays.

LEGO Batman fairy princess luggage tag

LEGO Batman fairy princess luggage tag

LEGO Batman Franco bedding

LEGO Batman Franco bedding

LEGO Batman Batgirl cosume

LEGO Batman Batgirl cosume

LEGO Batman Penguin arctic roller

LEGO Batman Penguin arctic roller

LEGO Batman Issac Morris boys shirt

LEGO Batman Issac Morris boys shirt