Warner Bros. Consumer Products and The LEGO Group have joined forces with a crack squad of licensing & merchandising partners to harness the Ninja Warrior Spirit in a comprehensive program inspired by The LEGO Ninjago Movie — in theaters worldwide beginning September 22. Products will begin rolling out this week at retailers worldwide and at www.WBShop.com.
“WBCP continues to find new and exciting ways to build on our partnership with The LEGO Group as we expand our immersive licensing and merchandising program,” said Pam Lifford, President, Warner Bros. Consumer Products. “From never-before-seen LEGO sets to licensed apparel, costumes, publishing, home decor and more, WBCP and The LEGO Group deliver exciting new product for The LEGO Ninjago Movie fans, bringing the fun and lighthearted spirit synonymous with the LEGO film franchise.”
The golden brick in the L&M set are 15+ original LEGO construction sets inspired by the film. The scene and character sets include Spinjitzu Training Dojo, NINJAGO City Chase, Master Falls, Manta Ray Bomber, “Garmadon, Garmadon, GARMADON!,” and the intricate NINJAGO City. Fans can further build their adventures with collectibles like the Water Strider, Jelly Sub, Green Ninja Mech Dragon, Lightning Jet, Garma Mecha Man, Fire Mech, Ice Tank, Temple of the Ultimate Ultimate Weapon, and Destiny’s Bounty.
Worldwide retail support from key partners such as Walmart, Target and Toys ‘R’ Us will host special programs, product displays and all-inclusive “retailtainment” offerings like in-store events and exclusive products. For back to school, WBCP & LEGO have partnered with Handcraft Manufacturing, SGI Apparel, Isaac Morris and Bioworld for a variety of ninja-inspired looks and designs for boys and girls — Fast Forward is also on board for backpacks.
Young fans can put more spinjitzu pizzazz in their lives with collections from Clic Time (watches & clocks), Sakar (phone cases), Hallmark (greetings & gift presentation), Party City (party goods) and Franco Manufacturing (home decor & bedding). On the publishing front, more than 15 tie-in titles from DK Publishing, Scholastic, Ameet and Blue Ocean will cover storybooks, readers, activity books, sticker books, magazines, junior novel, guidebook and more.
Around the world, products will roll out through partner retailers throughout EMEA. In the UK this includes Toys ’R’ Us, with in-store theatre, consumer activations and website take over; Argos, with dedicated-pages in their catalogue and branding of windows and activations with the grocers ASDA, Tesco and Sainsbury’s. Amazon will support the film across all European territories, featuring its branded shop dedicated to The LEGO Ninjago Movie. Across Europe, partners include FNAC and Joué Club (France); Toys Center and Carrefour (Italy); Juguettos (Spain); Toys’R‘Us, FNAC and El Corte Inglés (Spain & Portugal); and Müller and Kaufhof in Germany – including an assortment of in-store themed displays, promotions, contests, events, photo opportunities, and more.
Moving east, Ninjago will be support by Toyzz Shop (Turkey); Detsky Mir (Russia); key retailer Top Toy Group in the Nordics. Throughout the EMEA region, major fashion and home décor partners include GBG, Character World, and Room Copenhagen; Amscan for party goods; and Sambro with back-to-school products; as well as Pyramid for calendars and posters. In Asia-Pacific Australia/New Zealand, partners such as Caprice cover all ninja warrior needs with apparel, sleepwear, accessories, backpacks and homeware, alongside other key partners featuring products such as costumes, clocks, publishing, etc., with retail support from Toys ‘R’ Us, Big W, Myer and The Warehouse, among others.