LEGO Launches First Original Content Partnership with Amazon

New lines of product are paired with the newly announced distribution deal.

License Global

September 13, 2021

1 Min Read

The LEGO Group and Amazon have launched their first original content and product deal with the animated series “LEGO Monkie Kid.”  

Available from Sept. 9 across the U.K., U.S. and Canada, with Germany and Japan following suit in November, “LEGO Monkie Kid” is an animated series based on the iconic Chinese legend of the Monkey King.  

“We’re thrilled to bring ‘LEGO Monkie Kid’ to Amazon audiences and Amazon Kids+,” says Jill Wilfert, vice president, entertainment partners, content, The LEGO Group. “LEGO Entertainment aims to create brand love by bringing our brand and franchises to life. Amazon allows us to bring new types of content and product to audiences around the world and connect with consumers in a meaningful way. We hope that through Amazon, our fans will fully immerse themselves in the ‘LEGO Monkie Kid’ story.”  

The distribution deal with Amazon is combined with new lines of product – featuring characters and scenes from new Amazon Kids+ series – that will be made available via Amazon in the U.S. and Canada in time for the holidays.  

“Bringing a series like ‘LEGO Monkie Kid’ to our toy product lineup and to our Amazon Kids+ service was high on our list of priorities as we continue to expand our content and product offerings for customers,” says Anne Carrihill, director, toys and games, Amazon. “We are thrilled to bring these legendary tales to life for customers on the digital screen, as well as through imaginative play with new and exciting LEGO sets discoverable in our store.”  

With e-books, audio, video, educational apps and more available on Amazon Kids+, The LEGO Group is also joining forces with Amazon to enhance the launch with exclusive wallpapers for subscribers with Amazon Fire Kids tablets.  

Read more about:


About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

Subscribe for updates directly into your inbox.




Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.

You May Also Like