WBCP Unveils LEGO Ninjago Movie Roster



Bioworld, Scholastic, Franco Manufacturing and more will release a raft of merchandise based on the upcoming animated feature.

GLOBAL–Warner Bros. Consumer Products has signed on a slate of worldwide licensing partners to support its upcoming animated film The LEGO Ninjago Movie, in theaters Sept. 22.

“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,” says Pam Lifford, president, WBCP. “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.”

To kick off its expansive licensing and merchandising program, WBCP and The LEGO Group have partnered together to launch more than 15 original construction sets inspired by the film’s characters and scenes–including the Spinjitzu Training Dojo, Ninjago City Chase, Master Falls, Manta Ray Bomber and the Ninjago City, among others.

On the apparel front, WBCP and The LEGO Group have tapped Handcraft Manufacturing, SGI Apparel, Isaac Morris and Bioworld to release a raft of ninja-themed looks and designs geared toward boys and girls. The two companies have also partnered with Fast Forward for branded back-to-school backpacks.

WBCP has also tapped a number of publishers to create movie tie-in program incorporating storybooks, readers, activity books, sticker books, magazines, junior novels, guidebooks and more. Publishers that have signed on for the film’s publishing program include DK Publishing, Scholastic, Ameet and Blue Ocean.

Other licensees on board for the program include: Clic Time for watches and clocks; Sakar for phone cases; Hallmark for greetings and gift presentation; Party City for party goods; and Franco Manufacturing for home décor including bedding; among many others.

Meanwhile, a score of global retailers such as Walmart, Target, Toys “R” Us and more will support the animated film through various programs, product displays and all-inclusive “retailtainment” offerings, including in-store events and exclusive products.

In the U.K., retail programs include consumer activations and a website takeover with Toys “R” Us; dedicated catalogue pages from Argos; and branded windows and activations from ASDA, Tesco and Sainsburys. Amazon will also support the film across all European territories with a dedicated The LEGO Ninajago Movie shop.

Other retailers that have signed on to support the film include FNAC and Joué Club in France; Toys Center and Carrefour in Italy; Juguettos in Spain; Toys “R” Us, FNAC and El Corte Inglé in Spain and Portugal; Toyzz Shop in Turkey; Detsky Mir in Russia; Top Toy Group in the Noridcs; and Müller and Kaufhof in Germany.

Also throughout the EMEA region, fashion and home décor partners include GBG, Character World and Room Copenhagen; Amscan for party goods; Sambro for back-to-school products; and Pyramid for calendars and posters.

In the Asia-Pacific region, partners such as Caprice have signed on to create apparel, sleepwear, accessories, backpacks and homewares, alongside other key partners featuring products like costumes, clocks, publishing and more. Retailers on board in the APAC region include Toys “R” Us, Big W, Myer, The Warehouse and more.