Companies announce licensing deal
Denmark’s LEGO Group and the Walt Disney Co.’s consumer products unit announced a licensing deal Thursday for LEGO-Disney construction toys slated for worldwide distribution in June 1999.
The initial line will be based on “Winnie the Pooh” and consist of seven LEGO DUPLO boxes for children between the ages of 2 and 5.
Disney owns many non-publishing rights to the English bear created by A. A. Milne.
LEGO, the world’s largest manufacturer of construction toys, may later develop other lines based on Mickey Mouse and other Disney characters.
“The values of the two companies are very similar,” said Anne Osberg, president of Disney Consumer Products. ‘”We both strive to provide children and families with hours of playful fun that make children heroes in their own world — a world of imagination without limits.”