TVMania U.K. Plans LEGO Apparel

TVMania U.K. has signed a three-year deal with The LEGO Group to produce clothing based on the building block toy.

TVMania is planning a full apparel range that will feature popular LEGO lines such as LEGO Friends, currently the No. 1 fastest-growing girls’ toy in the U.K., LEGO Legends of Chima, LEGO City, LEGO DUPLO, LEGO Classic and LEGO Minifigure.

“This deal is the product of two years of negotiation and reflects The LEGO Group’s determination to work with a U.K. apparel partner that really understands the domestic market and can deliver a range that mirrors the strong values of the LEGO brand,” says Dan Wilkins, managing director, TVMania U.K. “Not only are LEGO bricks one of the most trusted and popular toys in history, but The LEGO Group is one of the most respected companies in the world with a passionate commitment towards the welfare of its employees, its customers and the environment. We can’t wait to get started in producing an apparel line that will appeal to the millions of LEGO fans across the U.K.”