A portfolio of pocket-money sized building sets will be released in three series throughout the year, enabling children to mix and match the colourful Mixels characters.
The first ‘constructable collectable’ of its kind, Lego will look to build and diversify on the success of its Minifigures brand, which according to the latest 2014 NPD figures, remains the number one blind bag purchase in the total toy market.
Lego Mixels Series 1, which has already won the Best New Toy award in the pocket money category at this year’s Toy Fair, is made up of three tribes to collect: the Infernites, the Cragsters and the Electroids.
Each model features up to 70 pieces of Lego, with brand new Lego elements such as eyes, teeth, and ball joints.
The multi-platform brand premiered on Cartoon Network this month with a series of one- to two-minute animated shorts.
The launch of new mobile app Calling All Mixels will challenge users to find the lost Mixels, discover new lands and create new mixes. Also, mixels.com will be a central hub offering exclusive mini games and biographies on each of the characters, as well as the chance to explore the environment of each tribe.
Rob Sorcher, EVP and chief content officer, Cartoon Network, said: “This is the next step in the evolution of Cartoon Network Studios and the way we develop an original IP. Bringing together world-class animators and game developers with Lego content and product design teams at the earliest stages of creation proved to be an energizing collaboration, showcasing the creative strengths of both brands.”
The Lego Mixels launch will be celebrated with an exclusive building event 443ft above the London Skyline, where press and their families will get to jump aboard the London Eye for a first-look and engaging introduction to Lego Mixels. The product launch is being supported by a comprehensive marketing campaign including a digital and TV campaign, as well as new cartoons airing on Cartoon Network throughout the year.
The Mixels shorts debuted on Cartoon Network on 15th February and air weekly. Fans can visit lego.com/mixels for building instructions, mini games, inspiration and mixels.com for further videos, information on the cartoon and online app.
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