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Lego and BBC announce new Bluey partnership

Jan 09, 2025•over 1 year ago

Contract Type

partnership

BillundManufacturingGaming

Description

The Lego Group and BBC Studios have announced a new partnership merging the world of Bluey with the fun and creative possibilities of the Lego universe for the first time ever. The partnership introduces six new Lego Bluey sets for 2025 across the Lego 4+ and Lego Duplo themes, inspired by the animated TV series Bluey.

Company Information

Company

The LEGO Group

Location

Billund, Syddanmark, Denmark

About

The LEGO Group is the company behind the world’s most beloved LEGO® bricks, with a name rooted in the Danish words Leg Godt, meaning “Play Well.” Since 1932, the LEGO Group has been sparking imagination and inspiring the builders of tomorrow through creative play experiences. Proudly family-owned and headquartered in Billund, Denmark, the company operates regional hubs in Boston, London, Shanghai, and Singapore, along with seven manufacturing facilities worldwide. With a global team of over 31,000 colleagues across design, engineering, digital, and marketing, LEGO products are now sold in over 130 countries—driven by a mission to use creativity as a force for good and imagination as a tool to shape the future.

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Strategic partnership established

Partnership agreements typically involve technology integration and joint go-to-market strategies

Contract momentum indicator

Companies with recent agreements are 2.3x more likely to make additional purchases within 6 months