Lego Batman (Toys)

_{In October 2005, word rang throughout the toy world that LEGO had acquired the Batman license. Dazzling computer animated promotion offered a prelude and by April the following year, fans were greeted with a series of LEGO products resembling various icons of the Batman world. This included vehicles like the Batmobile, Batwing, and Batboat as well as massive playsets like the Batcave and Arkham Asylum. This new direction left fans mixed, as some resented the abrupt end of Art Asylum's take on the Dark Knight as well as the high prices LEGO products warranted. Nevertheless, Batman has easily found success under the ever-popular LEGO brand, with merchandising going beyond building sets and into LEGO Batman keychains, magnets, and even T-shirts.}

_{Batman LEGO Press Release - October 27, 2005}

_{Warner Bros. Consumer Products announced today that they have awarded the LEGO Group the construction toy license for DC Comics' Batman. The agreement includes the rights to develop and market construction toys based on the classic Batman brand, inspired by the pages of DC Comic's comic books; Warner Bros. Animation's hit television series, The Batman; Warner Bros. Pictures' blockbuster feature film, Batman Begins, which debuted in theaters this past summer and any related theatrical releases or television programs that are produced during the period of this deal.}

_{Beginning in April 2006, LEGO Group will introduce six new Batman products featuring constructible play sets with strong vehicle focus, cool functionality, gadgets and a library of collectible mini-figures.}

_{"Our partnership with the LEGO brand on Harry Potter has been an extremely successful one and we are excited about building our relationship through Batman," said Karen McTier, Executive Vice President of Domestic Licensing, Global Toys, Publishing and Themed Entertainment for Warner Bros. Consumer Products. "LEGO Group brings a wealth of creativity and quality to the products they produce and are uniquely positioned to meet the high level of expectations we have for Batman, one of our marquis brands."}

_{"Our experience shows that combining the right property with the construction play pattern is a formula for success, so we are thrilled to be working with Warner Bros. Consumer Products on the Batman property," says Jill Wilfert, Vice President Global Partnership and Alliance Management for LEGO Group. "Not all stories translate to construction, but the Batman setting, characters and focus on gadgets and vehicles allow us to create authentically detailed, functional and fun models that will have strong appeal and play value for children and adult collectors alike."}

_{"Kids dream of the intricate world of Batman's Batcave full of crime fighting toys, and now they'll have the opportunity to make it all real, LEGO-Style," commented DC Comics President & Publisher Paul Levitz, "What could be more fun?"}

_{The LEGO(R) Batman product line replicates the collectible craze the company created around its best-selling LEGO Harry Potter series - where the sets are intended to be combined to further the storyline and play-acting opportunities.}

_{These new construction toys will be supported with television, print and online advertising, Web content, LEGO Club, targeted events, a model tour and retail promotions.}

Comic Legos
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