November 19, 2002 - The National Hockey League and the LEGO Company today announce a multi-year global merchandising and marketing alliance uniting one of the most popular international sports leagues and entertainment brands, particularly among young people, with one of the world's leading creative toy brands.
The comprehensive agreement cuts across almost all areas of the NHL's business, from licensing to local and international marketing, fan development and the Internet. As a key component of the partnership, the LEGO Company will launch a line of NHL-themed products under its newly formed LEGO® Sports brand in Spring 2003, as well as utilize NHL league and team marks as part of a global marketing and media campaign to support the product launch.
The LEGO Company will have a strong presence at the NHL All-Star Block Party in South Florida, an eight-acre, hockey and entertainment festival, and will receive premier attraction space for product displays and interactive fun, timed to coincide with NHL All-Star Weekend. Starting next fall, the LEGO Company also will support the NHL's Hockey Rules Ice and Inline Hockey Tour, a series of grassroots hockey tournaments in NHL cities across the United States.
To help expand and leverage the global appeal of the NHL (more than one-third of the League's players hail from outside North America), the LEGO Company will support an NHL Mall Tour that will visit the Nordic region of Europe, April through June 2003, and will be a supporting partner of The NHL Challenge, a series of exhibition games to be held in Europe next fall.
Additionally, the LEGO Sports brand will have a major presence on NHL.com, the world's premier Internet hockey portal, where the LEGO "Creative Play of the Week" will be featured throughout the NHL season.
"We are thrilled with the authenticity the NHL, recognized around the world as a leading sports and entertainment brand for children, will add to our forthcoming hockey-themed products in the LEGO Sports category," says Andrew Black, president, LEGO Americas. "Our combined efforts next year will have the LEGO and NHL brands top of mind with today's active children, and will take the overall sports toy category to new levels."
NHL Commissioner Gary Bettman says, "This is a natural partnership between two premier international brands that have tremendous global reach and resonate with youngsters around the world. LEGO is a great addition to the NHL's thriving merchandising business, while, at the same time, the League's loyal and passionate fans, who consume anything hockey, should prove extremely beneficial to LEGO."
NHL and the NHL Shield are registered trademarks and Hockey Rules is a trademark of the National Hockey League. NHL and NHL team marks are the property of the NHL and its teams. All Rights Reserved.
