Lego Joins the Adventure as Jurassic World Toy Licensee

Image converted using ifftoanyUniversal Partnerships & Licensing (UP&L) has announced that The Lego Group will create original products in conjunction with the film, Jurassic World, scheduled for release on June 12. The Lego Group rounds out a branded toy campaign that includes global master toy licensee Hasbro, which will introduce action figures, role-play items, and games. The new Lego toys will be available next May.

Additional Jurassic World toy and game licensees include Bulls-i-Toy for trading cards and stickers; Cardinal Games for puzzles; Jada Toys for R/C and die-cast vehicles; KidDesigns for electronics; Rubie’s Costume Co. for costumes; and Ludia, which will create a mobile and social game in partnership with UP&L.

Iron Man 2 Takes Over Toy Fair

At Toy Fair, Marvel Entertainment, LLC debuted a slew of partners and product lines based on the company’s upcoming flick, Iron Man 2, and franchise, Marvel’s Super Hero Squad.

Hasbro, the master toy licensee for Super Hero Squad and Iron Man 2 (in theaters May 7), is introducing a wide range of toy and game products, including  action figures, roleplay, preschool toys, board games, and puzzles. At the four-day event, Hasbro debuted the new Iron Man Helmet, featuring directives from Jarvis, and a “slow release” visor, and the R/C Walking Iron Man (above), a toy that allows kids to send the character walking forward across the floor and fire projectiles from his hand and shoulder rockets.

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