By Allison Watkinson
TLL Reporter
WildBrain and the Lego Group have expanded their existing partnership to include licensed Lego content on Wildbrain’s YouTube distribution network.
An expansion of an existing licensing partnership, the updated agreement has added official content from four different Lego franchises to the company’s extensive global network of Youtube channels.
“The LEGO Group’s own entertainment franchises are already hugely popular across the globe,” said WildBrain EVP, Kate Smith. “We’re thrilled to partner with them to bring this amazing content to even more families on YouTube through our WildBrain channels.”
The licensed properties included in the distribution partnership are LEGO Friends, LEGO City, LEGO Ninjago and LEGO Dreamzzz.
Wildbrain began rolling out the officially licensed LEGO content across its numerous English-language hub channels in November.
Additional releases are scheduled over the coming months on the company’s channels for Latin American Spanish, Korean, Turkish, German, Japanese, Italian, French and Portuguese language demographics.
Once fully completed, the LEGO entertainment content will reach approximately 57 million subscribers across WildBrain’s network of Youtube channels.
“We’re excited to partner with WildBrain, bringing some of our most beloved franchises including LEGO Friends, LEGO DREAMZzz and LEGO NINJAGO to new audiences across their digital platforms,” said LEGO Group head, Jay Shah.
This new agreement marks WildBrain as the LEGO Group’s first YouTube distribution partner outside of its own distribution channels.
As part of the company’s pre-existing relationship with LEGO, it has previously created animated entertainment for LEGO brands such as LEGO Friends, LEGO Dreamzzz, LEGO Monkie Kid and LEGO Ninjago.
WildBrain also offers LEGO Friends, LEGO City and LEGO Dreamzzz on its TV broadcast channels in Canada.
WildBrain is a global company that specializes in franchise management, content creation, audience engagement, entertainment distribution and licensing expertise.