Cartoon Network and The LEGO Group will jointly produce a new global entertainment franchise in 2014 called “Mixels,” which will feature animated content (primarily shorts), digital gaming, a collectible toy concept and more. The goal is to inspire new ways for young people to engage in entertainment content that fuels creative physical and virtual play. Animated content will air on Cartoon Network and on www.cartoonnetwork.com, featuring “Mixels” characters that can mix and combine with one another in various storylines.
“This is the next step in the evolution of Cartoon Network Studios and the way we develop original IP,” said Rob Sorcher, chief content officer, Cartoon Network. “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.”
“Our relationship with Cartoon Network has really evolved and they have been really great, supportive partners who share our passion for children,” added Jill Wilfert, vice president licensing and entertainment for The LEGO Group. “After working closely with them for the last few years, it is obvious that they truly understand and fully embrace our brand and our core values, so we are thrilled to embark on this new journey to develop and deliver a highly creative and fully integrated new experience with them.”
A collectible portfolio of low-priced mini building sets will launch in three waves in 2014 and the app-powered gaming experience will cover the sprawling world of “Mixels.”