Brand Licensing: Cartoon Network & LEGO announce Mixels; to launch in March 2014

The two best kids entertainment brand Cartoon Network and The LEGO Group have come together to bring what is being cited as one of the most awaited global entertainment franchise, Mixels. The franchise is slated to be launched in Spring 2014 and will be an integrated family entertainment. The new venture will feature animated content (primarily shorts), a rich digital gaming experience, a collectible building toy concept and more.

Animated content will air on Cartoon Network and on www.cartoonnetwork.com, featuring the colorful Mixels creatures that can mix and combine with one another in creative and unpredictable storylines. A collectible portfolio of low-priced mini building sets will launch in three waves in 2014 and an app-powered gaming experience will engage fans in a deep mobile game that will cover the sprawling world of Mixels.

Mixels

 

Mixels will inspire new ways for young people to engage in immersive entertainment content that fuels sustainable, creative physical and virtual play. Fans and the audience will become creators and active participants in the process, creating new characters and content. This is a multi-format, multi-platform experience where a kid can join in anytime, anywhere.

With this exciting new franchise, Cartoon Network Studios will drive all narrative, animation and digital content and Cartoon Network Enterprises will handle Mixels non-toy licensed merchandise. The LEGO Group will focus on Mixels toy design, manufacture and distribution as well as licensed LEGO Mixels publishing to support the property.

“This is the next step in the evolution of Cartoon Network Studios and the way we develop original IP,” said Rob Sorcher, Chief Content Officer, Cartoon Network. “Bringing together world-class animators and game developers with LEGO content and product design teams at the earliest stages of creation proved to be an energizing collaboration, showcasing the creative strengths of both brands.”
“Families today are engaged in many ways and want a seamless entertainment experience,” said Stuart Snyder, President and Chief Operating Officer for Turner’s Animation, Young Adults & Kids Media Division.

Mixels was developed through a collaboration between Cartoon Network and The LEGO Group. The two companies joined forces when Cartoon Network Studios had an interest in creating original content based on the inherent open-ended values of LEGO® play, at the same time that The LEGO Group was exploring a new concept involving small creatures – and Mixels was born. The property was developed by a multinational team of content innovators, designers and animators – from Los Angeles to Atlanta to San Diego to Connecticut to Denmark.

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