lego launches in-house media shop

01 May 1998

DANISH TOY MANUFACTURER Lego has launched a European media offshoot with the specific aim of promoting its brand into the software, film, TV, book and music markets. Lego Media International has been injected with $20 million (£12.5m) of development capital and is budgeted to raise around £100m in retail sales within the next eighteen months. LMI’s first product is likely to be a computer game that enables children to build cyber-Lego models. Also in the pipeline are a 26-part animated TV series and a range of storybooks.