By Allison Watkinson
TLL Reporter
The Lego Group has signed a multi-year partnership with Nike for a series of co-branded products, content and experiences focused on sports and play.
“At the Lego Group, we believe in the power of play to inspire and develop the builders of tomorrow,” said Lego Group VP, Alero Akuya. “By combining the creativity of Lego play with the energy and passion of sport we want to inspire new ways for kids to play and be creative. We are excited to partner with Nike on this journey and help reimagine how creative play and sport can unite,” added Akuya. “Together, we will create unique experiences that will engage and excite kids around the world, inspiring them to explore their imaginations.”
The Lego Group and Nike will use the recently-created International Day of Play event that takes place annually on June 11 as a milestone event to support their co-branded products, content and play experiences.
The International Day of Play was created on March 2024 through a resolution by the United Nations to help underline the importance of play and physical activity in the education and development of children and youth.
The development of the International Day of Play was backed by the UN’s network of global partners including the Lego Group, Nike, Kidzania, Mattel, Eurochild, Sesame Workshop, Save the Children, Ingka and more.
“At Nike, we believe in the power of sport to move the world forward, and that starts with kids,” said Nike VP, Cal Dowers. “We’re committed to creating a more accessible and inclusive future that inspires kids of all ages and abilities to be more active,” added Dowers. “Together, with the Lego Group, we’re excited to invite all kids into a new vision of sport and creative play.”
Officially launching next year, the global licensing partnership was announced alongside a digital animation that features distinct elements from both the Nike and Lego brands.
The promotional animation includes branded elements such as a Lego mini-figure head with Nike’s logo as the smile, an orange Nike shoebox, waffle outsoles and Nike Air technologies alongside Lego bricks, studs, mini-figures, goats and more.
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