CN Touts LEGO's ‘Nexo Knights’

LEGO Group releases new toy line and gaming app to coincide with series launch.

Cartoon Network is supporting the launch of the brand-new "LEGO Nexo Knights" toy line and Merlok 2.0 gaming app as the LEGO-animated series makes its debut on the kids' network.

“We’re thrilled to be working with the LEGO Group to help launch the ‘Nexo Knights’ toy range and digital gaming app,” says Zara Peters, sponsorship and promotions director, Turner Broadcasting. “It also ties in nicely with the recent launch of the brand new ‘Nexo Knights’ series on Cartoon Network–which we’re very excited about. The partnership comes off the back of a number of successful partnerships of LEGO product launches, especially those of which we air content–such as the highly successful ‘Ninjago: Masters of Spinjitzu,’ ‘Justice League: Batman Be-Leaguered’ and ‘Mixels.’”

The partnership between the two companies will include a 30-minute web drive, which will introduce kids to the “Nexo Knights” toy range and ask them to “U-Knight” for a Cartoon Network quest by going to a “Nexo Knights” microsite hosted by CartoonNetwork.co.uk.

The microsite will feature exclusive content including the “Wield the Shield” mini-game, which will offer the opportunity to enter a competition for prizes including the entire toy range. When players reach a certain level, they will receive a power-up shield that they can scan and use to battle in the new gaming app.

Cartoon Network’s web drive and microsite will run until March 4.