Kidz Entertainment/EEMC has renewed its deal to represent the LEGO brand across the Nordics and Eastern Europe for three more years. The LEGO Group’s current licensing program includes toys, movies, games, video games, shoes, apparel, online games, amusement parks and books, all falling under the LEGO banner.
“The LEGO Group is a Danish company that has achieved global success by providing the very best to their consumers,” says Morten Geschwendtner, chief executive officer of Kidz Entertainment/EEMC. “Applying this thinking to licensing has been a fantastic endeavor, giving us as licensing experts the opportunity to work closely with the LEGO licensing team to help in building the right licensing platform with carefully selected partners–ensuring that their lines continue to support the LEGO brand’s position as one of the most trusted brands in the world.”
“The LEGO brand is a brand unlike any other and we are a very demanding licensor, but Kidz have always understood that and have grasped very well what we stand for and they have been able to translate the LEGO values very effectively to the licensing community,” says Andrea Ryder, director of LEGO licensing.