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	<title>LEGO Archives - Brands Untapped</title>
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	<description>Brands Untapped is a site for the global licensing industry, focusing on the design and creativity behind licensed product.</description>
	<lastBuildDate>Tue, 16 Jun 2026 14:43:29 +0000</lastBuildDate>
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	<title>LEGO Archives - Brands Untapped</title>
	<link>https://www.brandsuntapped.com/tag/lego/</link>
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		<title>LEGO debuts first KPop Demon Hunters set</title>
		<link>https://www.brandsuntapped.com/lego-debuts-first-kpop-demon-hunters-set/</link>
		
		<dc:creator><![CDATA[Billy Langsworthy]]></dc:creator>
		<pubDate>Tue, 16 Jun 2026 14:43:29 +0000</pubDate>
				<category><![CDATA[News]]></category>
		<category><![CDATA[KPop]]></category>
		<category><![CDATA[Wes Talbott]]></category>
		<category><![CDATA[LEGO]]></category>
		<guid isPermaLink="false">https://www.brandsuntapped.com/?p=60555</guid>

					<description><![CDATA[<p>"We knew exactly what look and feel we wanted for the model," said Wes Talbott, Senior Design Master in the LEGO Group.</p>
<p>The post <a href="https://www.brandsuntapped.com/lego-debuts-first-kpop-demon-hunters-set/">LEGO debuts first KPop Demon Hunters set</a> appeared first on <a href="https://www.brandsuntapped.com">Brands Untapped</a>.</p>
]]></description>
										<content:encoded><![CDATA[<p><strong>LEGO has detailed the first set in its KPop Demon Hunters range – the Derpy Tiger and Sussie Bird set.</strong></p>
<p>Fans can choose from two expressions to show off the tiger’s goofy grin or let him deliver a sweet love note on his tongue. The 825-piece set also includes a flowerpot for the tiger to knock over and fans can store the accessories in the secret compartment in Derpy’s head.</p>
<p>&#8220;We knew exactly what look and feel we wanted for the model,&#8221; said Wes Talbott, Senior Design Master in the LEGO Group.</p>
<p>“The eyes are such a big part of the character. It’s not just about the shape, but also how they sit on Derpy’s face. Even small design changes in the eyes made a big difference to how the whole character comes across. It took a lot of testing to get both the shape and the angle right.”</p>
<p>The set lands on August 1st.</p>
<p>The post <a href="https://www.brandsuntapped.com/lego-debuts-first-kpop-demon-hunters-set/">LEGO debuts first KPop Demon Hunters set</a> appeared first on <a href="https://www.brandsuntapped.com">Brands Untapped</a>.</p>
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		<title>LEGO brings SMART Play tech to Pokémon sets</title>
		<link>https://www.brandsuntapped.com/lego-brings-smart-play-tech-to-pokemon-sets/</link>
		
		<dc:creator><![CDATA[Billy Langsworthy]]></dc:creator>
		<pubDate>Wed, 03 Jun 2026 12:50:35 +0000</pubDate>
				<category><![CDATA[News]]></category>
		<category><![CDATA[Gaku Susai]]></category>
		<category><![CDATA[Julia Goldin]]></category>
		<category><![CDATA[Pokemon]]></category>
		<category><![CDATA[LEGO]]></category>
		<guid isPermaLink="false">https://www.brandsuntapped.com/?p=38074</guid>

					<description><![CDATA[<p>"LEGO Pokémon creatures respond to children’s actions: meaning fans can build, train and interact with their LEGO Pokémon creatures through hands-on, imaginative play that encourages creativity, confidence and storytelling," said Julia Goldin, Chief Marketing and Product Officer at the LEGO Group.</p>
<p>The post <a href="https://www.brandsuntapped.com/lego-brings-smart-play-tech-to-pokemon-sets/">LEGO brings SMART Play tech to Pokémon sets</a> appeared first on <a href="https://www.brandsuntapped.com">Brands Untapped</a>.</p>
]]></description>
										<content:encoded><![CDATA[<p><strong>The LEGO Group and The Pokémon Company International have debuted the latest LEGO Pokémon sets – each utilising LEGO SMART Play technology.<br />
</strong><br />
Across the 12 new LEGO Pokémon SMART Play sets, fans can enjoy interactive play with Pokémon including Bulbasaur, Charmander, Squirtle, Gengar, Eevee, Mew and more.</p>
<p>“We are thrilled to bring together two beloved brands that are known worldwide,&#8221; said Julia Goldin, Chief Marketing and Product Officer at the LEGO Group.</p>
<p>&#8220;For the first time ever, LEGO Pokémon creatures respond to children’s actions: meaning fans can build, train and interact with their LEGO Pokémon creatures through hands-on, imaginative play that encourages creativity, confidence and storytelling.</p>
<p>&#8220;LEGO SMART Play is an expansion of our existing LEGO System-in-Play and we are excited to integrate it into our latest LEGO Pokémon sets. It’s all about inviting children to explore, experiment and bring their own ideas to their adventures!”</p>
<p>Gaku Susai, Chief Product and Experience Officer at The Pokémon Company International, added: &#8221;Pokémon has always been about the joy of discovery and connection, and we see every day how powerful imagination can be when it’s nurtured and given the space to grow.</p>
<p>&#8220;Working with the LEGO Group and its SMART Brick technology brings those shared values to life in a new, interactive way. Together, we’re giving young Trainers a hands‑on way to engage with the world of Pokémon, as well as opening up new possibilities for a new generation of fans.”</p>
<p>The new sets include:</p>
<p><strong>• Training House with Pikachu:</strong> Fans can get the chance to become a Pokémon Trainer as they nurture, feed, play, train and battle LEGO Pikachu.<br />
<strong>• Charizard vs. Jolteon Ultimate Battle:</strong> This set features Charizard and Jolteon in a fierce battle. Fans can use the healing spray for support in the battle or have the Pokémon jump into a friendly training session together on the training grounds.<br />
<strong>• Berry Bash with Bulbasaur and Bidoof:</strong> In this set, children can make a berry smoothie in the juicer and feed the snack-hungry Pokémon.<br />
<strong>• Trainer&#8217;s Buggy Adventure with Squirtle:</strong> The vehicle has two water stud shooters and a water stud storage compartment for Squirtle and the Trainer to extinguish fires at the veggie grill.<br />
<strong>• Charmander and Geodude&#8217;s Cavern Clash:</strong> Fans can play out the ‘Trainer’s First Adventure’ with LEGO Charmander and Geodude. Charmander explores a cave with treasure and crystals. Stay alert and watch out for the angry Geodude.<br />
<strong>• Sprigatito, Fuecoco and Quaxly Battle:</strong> Each of the three LEGO Pokémon has a different type: Sprigatito is Grass-type, Fuecoco is Fire-type and Quaxly is Water-type. The spinning wheel can help choose your opponent and determine who gets to battle next!<br />
<strong>• Jigglypuff Concert:</strong> This set boasts key elements like microphones, speakers and a music stage.<br />
<strong>• Drone Search for Mythical Mew:</strong> Children can go on searching for LEGO Mew, using a Poké Ball inspired drone to search for the ancient ruins where Mew hides.<br />
<strong>• Eevee and Lapras&#8217;s Treasure Hunt:</strong> This set features LEGO Eevee and Lapras off on a sea adventure to find the map to the shipwreck. Lowering the mast to lift a rock reveals a treasure chest full of coins and gems.<br />
<strong>• Mewtwo&#8217;s Lab Break:</strong> This set lets fans recreate a scene where LEGO Mewtwo breaks out of its lab tank.<br />
<strong>• Umbreon vs. Garchomp Championship Battle:</strong> This set sees LEGO Umbreon and Garchomp together in a fun championship, battling to win the Poké Ball trophy.<br />
<strong>• Cubone and Gengar&#8217;s Spooky Showdown:</strong> This set shows LEGO Cubone trying to defeat Gengar to collect the treasure hidden underneath.</p>
<p>Sets will be available to purchase from August 1st.</p>
<p>The post <a href="https://www.brandsuntapped.com/lego-brings-smart-play-tech-to-pokemon-sets/">LEGO brings SMART Play tech to Pokémon sets</a> appeared first on <a href="https://www.brandsuntapped.com">Brands Untapped</a>.</p>
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		<title>LEGO and Nike team up for football-inspired footwear and apparel</title>
		<link>https://www.brandsuntapped.com/lego-and-nike-team-up-for-football-inspired-footwear-and-apparel/</link>
		
		<dc:creator><![CDATA[Billy Langsworthy]]></dc:creator>
		<pubDate>Mon, 01 Jun 2026 21:19:51 +0000</pubDate>
				<category><![CDATA[News]]></category>
		<category><![CDATA[LEGO]]></category>
		<category><![CDATA[Nike]]></category>
		<guid isPermaLink="false">https://www.brandsuntapped.com/?p=38006</guid>

					<description><![CDATA[<p>The collection combines 'Nike’s elite performance innovation with the LEGO Group's unmistakable design language'.</p>
<p>The post <a href="https://www.brandsuntapped.com/lego-and-nike-team-up-for-football-inspired-footwear-and-apparel/">LEGO and Nike team up for football-inspired footwear and apparel</a> appeared first on <a href="https://www.brandsuntapped.com">Brands Untapped</a>.</p>
]]></description>
										<content:encoded><![CDATA[<p><strong>Nike and LEGO have teamed up on a collection of footwear and apparel centred around the heritage of Nike Football.</strong></p>
<p>The collection combines &#8216;Nike’s elite performance innovation with the LEGO Group&#8217;s unmistakable design language&#8217;.</p>
<p>At the heart of the collection are key Nike Football silhouettes reimagined through a LEGO lens. The Jr. Mercurial Vapor Pro and Academy boots combine speed-driven performance with a panther-inspired LEGO brick graphic, while the Jr.</p>
<p>Tiempo Streetgato boasts vibrant LEGO brick prints and metallic details.</p>
<p>The collection also spans aero-fit jerseys and shorts with jaguar and poison dart frog motifs in all-over brick-built graphics. There&#8217;s also an exclusive Hollywood Keepers jersey features patterns inspired by LEGO bricks.</p>
<p>Rounding out the collection are versions of the Air Max 95 wrapped in animal-inspired prints and finished with a colorful outsole fade.</p>
<p>The Nike Football x LEGO Collection will be available globally from June 4th.</p>
<p>The post <a href="https://www.brandsuntapped.com/lego-and-nike-team-up-for-football-inspired-footwear-and-apparel/">LEGO and Nike team up for football-inspired footwear and apparel</a> appeared first on <a href="https://www.brandsuntapped.com">Brands Untapped</a>.</p>
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		<title>BBC Studios and LEGO debut latest wave of Bluey sets</title>
		<link>https://www.brandsuntapped.com/bbc-studios-and-lego-debut-latest-wave-of-bluey-sets/</link>
		
		<dc:creator><![CDATA[Billy Langsworthy]]></dc:creator>
		<pubDate>Tue, 05 May 2026 20:20:10 +0000</pubDate>
				<category><![CDATA[News]]></category>
		<category><![CDATA[BBC Studios]]></category>
		<category><![CDATA[Michaela Edgerley Šťovíček]]></category>
		<category><![CDATA[Suzy Lee Raia]]></category>
		<category><![CDATA[LEGO]]></category>
		<guid isPermaLink="false">https://www.brandsuntapped.com/?p=37539</guid>

					<description><![CDATA[<p>Suzy Lee Raia, EVP of Global Consumer Products at BBC Studios, said: "These new sets introduce even more characters, locations and playful moments that families know and love from the show, inviting children and parents to build and play together."</p>
<p>The post <a href="https://www.brandsuntapped.com/bbc-studios-and-lego-debut-latest-wave-of-bluey-sets/">BBC Studios and LEGO debut latest wave of Bluey sets</a> appeared first on <a href="https://www.brandsuntapped.com">Brands Untapped</a>.</p>
]]></description>
										<content:encoded><![CDATA[<p><strong>BBC Studios and the LEGO Group have debuted the latest wave of Bluey sets across LEGO DUPLO, LEGO 4+ and LEGO 5+.</strong></p>
<p>The LEGO Bluey Brick-Built Bluey Family set lets kids build and play with all four members of Bluey’s family – Bluey, Bingo, Mum and Dad – while the LEGO Bluey Grannies set includes a car with a flip‑up roof, a garden scene with a fence and flowers and a sandbox complete with a bucket, spade and sandcastle, plus two minifigures of Bluey and Bingo in their granny costumes.</p>
<p>Elsewhere, LEGO Bluey School set includes Bluey and Rusty minifigures, while the LEGO DUPLO Bluey Pizza Girls set sees kids role‑play running their own pizza delivery service as they take orders, make muddy pizzas and load them into Muffin’s car for delivery.</p>
<p>“Following the incredible response to our first LEGO Bluey sets, we’re thrilled to expand the world even further with four new additions to the LEGO DUPLO and LEGO Bluey portfolio,&#8221; said Suzy Lee Raia, EVP of Global Consumer Products at BBC Studios.</p>
<p>&#8220;These new sets introduce even more characters, locations and playful moments that families know and love from the show, inviting children and parents to build and play together. Bluey’s universal themes of creativity, connection and everyday family life continue to translate beautifully into LEGO play, and we can’t wait to see how fans bring these new sets to life at home.”</p>
<p>Michaela Edgerley Stovicek, Global Head of Preschool Audience at the LEGO Group, added: “Bluey captures the joy of everyday family moments and that makes it a perfect match for LEGO building and play. With these new LEGO Bluey preschool playsets, we wanted to bring those familiar stories, characters and shared moments of fun to life in ways that inspire creativity, connection and playful storytelling for families and young builders everywhere.”</p>
<p>The new LEGO Bluey sets are available from June 1st.</p>
<p>The post <a href="https://www.brandsuntapped.com/bbc-studios-and-lego-debut-latest-wave-of-bluey-sets/">BBC Studios and LEGO debut latest wave of Bluey sets</a> appeared first on <a href="https://www.brandsuntapped.com">Brands Untapped</a>.</p>
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		<title>SEGA Genesis console gets the LEGO treatment</title>
		<link>https://www.brandsuntapped.com/sega-genesis-console-gets-the-lego-treatment/</link>
		
		<dc:creator><![CDATA[Billy Langsworthy]]></dc:creator>
		<pubDate>Tue, 05 May 2026 20:15:51 +0000</pubDate>
				<category><![CDATA[News]]></category>
		<category><![CDATA[Alex Gomez]]></category>
		<category><![CDATA[Sega]]></category>
		<category><![CDATA[LEGO]]></category>
		<guid isPermaLink="false">https://www.brandsuntapped.com/?p=37536</guid>

					<description><![CDATA[<p>Alex Gomez, VP, Licensing &#038; Partnerships of SEGA of America, Inc, said: “We feel that this is a building experience that captures both SEGA's heritage of gaming and the playful creativity of LEGO play.</p>
<p>The post <a href="https://www.brandsuntapped.com/sega-genesis-console-gets-the-lego-treatment/">SEGA Genesis console gets the LEGO treatment</a> appeared first on <a href="https://www.brandsuntapped.com">Brands Untapped</a>.</p>
]]></description>
										<content:encoded><![CDATA[<p><strong>LEGO has teamed up with SEGA to launch a LEGO SEGA Genesis Console set.</strong></p>
<p>The model allows builders to customise their creation into either the SEGA Genesis or SEGA Mega Drive version, complete with detachable controllers and decorative stickers.</p>
<p>“Like many others from my generation, I still vividly remember when the SEGA Mega Drive launched – it felt completely out of this world,” said Patrik, Designer at the LEGO Group.</p>
<p>“27 years later the love for the console is still going strong &#8211; I still play mine! Recreating the intricate details and curves of the console with LEGO elements was an enjoyable challenge, despite its difficulty.”</p>
<p>Alex Gomez, VP, Licensing &amp; Partnerships of SEGA of America, Inc, added: “We feel that this is a building experience that captures both SEGA&#8217;s heritage of gaming and the playful creativity of LEGO play.</p>
<p>“The SEGA Genesis holds a special place in the hearts of gamers and represents a defining era in video game history. With this new LEGO set, fans are not only able to relive those nostalgic memories but also actively engage with SEGA&#8217;s legacy through hands-on creativity.”</p>
<p>The LEGO SEGA Genesis Consolewill be available from June 1st.</p>
<p>The post <a href="https://www.brandsuntapped.com/sega-genesis-console-gets-the-lego-treatment/">SEGA Genesis console gets the LEGO treatment</a> appeared first on <a href="https://www.brandsuntapped.com">Brands Untapped</a>.</p>
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		<title>Shrek gets the LEGO treatment</title>
		<link>https://www.brandsuntapped.com/shrek-gets-the-lego-treatment/</link>
		
		<dc:creator><![CDATA[Billy Langsworthy]]></dc:creator>
		<pubDate>Fri, 24 Apr 2026 09:30:00 +0000</pubDate>
				<category><![CDATA[News]]></category>
		<category><![CDATA[Rafa Macias]]></category>
		<category><![CDATA[Raquel Ojeda]]></category>
		<category><![CDATA[Shrek]]></category>
		<category><![CDATA[LEGO]]></category>
		<guid isPermaLink="false">https://www.brandsuntapped.com/?p=37362</guid>

					<description><![CDATA[<p>“Shrek has always celebrated imagination, friendship and a little bit of mischief, which are values that translate perfectly into LEGO play," said Raquel Ojeda, Creative Lead from the LEGO Group.</p>
<p>The post <a href="https://www.brandsuntapped.com/shrek-gets-the-lego-treatment/">Shrek gets the LEGO treatment</a> appeared first on <a href="https://www.brandsuntapped.com">Brands Untapped</a>.</p>
]]></description>
										<content:encoded><![CDATA[<p><strong>LEGO has partnered with Universal Products &amp; Experiences for a new line of Shrek LEGO sets – marking the 25th anniversary of the first film in the franchise.</strong></p>
<p>The Shrek, Donkey &amp; Puss in Boots set features a brick-built Shrek and Donkey, plus a Puss in Boots minifigure, set on a swamp base with the “Beware Ogre!” sign. Other nods to the film include sunflowers, an onion and a blue flower with red thorns.</p>
<p>For younger builders, the LEGO BrickHeadz Shrek set sees kids build collectible figures of Shrek, Donkey and Gingy.</p>
<p>“Shrek has always celebrated imagination, friendship and a little bit of mischief, which are values that translate perfectly into LEGO play,&#8221; said Raquel Ojeda, Creative Lead from the LEGO Group.</p>
<p>&#8220;We’re ogre the moon to partner with this beloved universe and see how fans build their own fairy-tale adventures. This is just the beginning, so keep your eyes peeled for lots more LEGO Shrek magic!”</p>
<p>Rafa Macias, Global Commercial Officer, Consumer Products, Games &amp; Digital at Universal Products &amp; Experiences, added: “Partnering with the LEGO Group to introduce Shrek in LEGO brick form marks an exciting moment as we celebrate the franchise’s 25th anniversary.</p>
<p>“These sets bring Far Far Away to life with innovative design, fun Easter eggs for fans to discover, and storytelling &#8211; honoring the legacy that has made Shrek a cultural icon and inviting fans back to the swamp where it all began.”<br />
The LEGO Shrek sets will be available from June 1st.</p>
<p>The post <a href="https://www.brandsuntapped.com/shrek-gets-the-lego-treatment/">Shrek gets the LEGO treatment</a> appeared first on <a href="https://www.brandsuntapped.com">Brands Untapped</a>.</p>
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		<title>Tintin gets the LEGO treatment</title>
		<link>https://www.brandsuntapped.com/tintin-gets-the-lego-treatment/</link>
		
		<dc:creator><![CDATA[Billy Langsworthy]]></dc:creator>
		<pubDate>Sat, 14 Mar 2026 21:01:41 +0000</pubDate>
				<category><![CDATA[News]]></category>
		<category><![CDATA[Alexis Dos Santos]]></category>
		<category><![CDATA[Tintin]]></category>
		<category><![CDATA[LEGO]]></category>
		<guid isPermaLink="false">https://www.brandsuntapped.com/?p=36799</guid>

					<description><![CDATA[<p>The LEGO Ideas Tintin Moon Rocket is inspired by the classic Tintin comic books Destination Moon and Explorers on the Moon.</p>
<p>The post <a href="https://www.brandsuntapped.com/tintin-gets-the-lego-treatment/">Tintin gets the LEGO treatment</a> appeared first on <a href="https://www.brandsuntapped.com">Brands Untapped</a>.</p>
]]></description>
										<content:encoded><![CDATA[<p><strong>Tintin is getting the LEGO treatment courtesy of a successful project on LEGO Ideas.</strong></p>
<p>The LEGO Ideas Tintin Moon Rocket is inspired by the classic Tintin comic books Destination Moon and Explorers on the Moon.</p>
<p>The 1,283-piece set recreates the red-and-white chequered Moon Rocket and comes with Tintin, Captain Haddock, Professor Calculus, and Thomson and Thompson, all dressed in space suits with helmets and oxygen tank accessories – plus a Snowy figure.</p>
<p><img fetchpriority="high" decoding="async" class="alignnone size-full wp-image-36801" src="https://www.brandsuntapped.com/files/2026/03/1-9.jpg" alt="Tintin, LEGO, Alexis Dos Santos" width="700" height="400" srcset="https://www.brandsuntapped.com/files/2026/03/1-9.jpg 700w, https://www.brandsuntapped.com/files/2026/03/1-9-300x171.jpg 300w, https://www.brandsuntapped.com/files/2026/03/1-9-350x200.jpg 350w, https://www.brandsuntapped.com/files/2026/03/1-9-25x13.jpg 25w, https://www.brandsuntapped.com/files/2026/03/1-9-600x343.jpg 600w" sizes="(max-width: 700px) 100vw, 700px" /></p>
<p>The Tintin Moon Rocket was submitted by Portugal-based fan designer Alexis Dos Santos via the LEGO Ideas programme. It achieved the 10,000 vote status and following the selection process by the LEGO Ideas Review Board, before being approved to be made into an official LEGO set.</p>
<p>&#8220;Creating the Tintin Moon Rocket has been an incredible journey,” said Alexis Dos Santos.</p>
<p>“I wanted to capture the spirit of Tintin’s iconic rocket in a way that celebrates both its engineering elegance and its place in pop culture. Recreating its curvature and connecting the three floors pushed my creativity, and seeing it finally come together with all the minifigures in their space suits has been incredibly rewarding. I hope the build sparks the same sense of imagination and adventure that inspired me from the very beginning.&#8221;</p>
<p>The LEGO Ideas Tintin Moon Rocket is available from 1st April 2026.</p>
<p>The post <a href="https://www.brandsuntapped.com/tintin-gets-the-lego-treatment/">Tintin gets the LEGO treatment</a> appeared first on <a href="https://www.brandsuntapped.com">Brands Untapped</a>.</p>
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		<title>LEGO acquires LEGO Discovery Centres and LEGOLAND Discovery Centres from Merlin Entertainments</title>
		<link>https://www.brandsuntapped.com/lego-acquires-lego-discovery-centres-and-legoland-discovery-centres-from-merlin-entertainments/</link>
		
		<dc:creator><![CDATA[Billy Langsworthy]]></dc:creator>
		<pubDate>Mon, 02 Mar 2026 22:31:56 +0000</pubDate>
				<category><![CDATA[News]]></category>
		<category><![CDATA[Fiona Eastwood]]></category>
		<category><![CDATA[Merlin]]></category>
		<category><![CDATA[Niels B Christiansen]]></category>
		<category><![CDATA[LEGO]]></category>
		<guid isPermaLink="false">https://www.brandsuntapped.com/?p=36567</guid>

					<description><![CDATA[<p>"They will play an important role in helping us to connect with even more fans around the world," said LEGO Group CEO, Niels B Christiansen.</p>
<p>The post <a href="https://www.brandsuntapped.com/lego-acquires-lego-discovery-centres-and-legoland-discovery-centres-from-merlin-entertainments/">LEGO acquires LEGO Discovery Centres and LEGOLAND Discovery Centres from Merlin Entertainments</a> appeared first on <a href="https://www.brandsuntapped.com">Brands Untapped</a>.</p>
]]></description>
										<content:encoded><![CDATA[<p><strong>LEGO has acquired LEGO Discovery Centres and LEGOLAND Discovery Centres from Merlin Entertainments for a cash consideration of £0.2bn.</strong></p>
<p>The acquisition includes 29 Centres in nine countries which attract around five million visitors each year.</p>
<p>“We are excited to welcome the Discovery Centres to the LEGO Group,&#8221; said LEGO Group CEO, Niels B Christiansen.</p>
<p>&#8220;They will play an important role in helping us to connect with even more fans around the world. We are looking forward to more than 1,500 talented colleagues joining the team and continuing to delight millions of guests each year. We would like to thank Merlin Entertainments for their work over the past 20 years to build fun, playful brand experiences around the world.”</p>
<p>Merlin Entertainments CEO, Fiona Eastwood, added: “We are immensely proud of the Centres and the role they have played in inspiring children and families through play for nearly two decades. As they join the LEGO Group, Merlin will strengthen its focus on bringing the LEGO brand to life on an epic scale through LEGOLAND Resorts. We look forward to building on our long-standing partnership with the LEGO Group to bring more families together through play.”</p>
<p>Merlin continues to operate 11 resorts under long-term licence from the LEGO Group, including the recently opened LEGOLAND Shanghai.</p>
<p>The post <a href="https://www.brandsuntapped.com/lego-acquires-lego-discovery-centres-and-legoland-discovery-centres-from-merlin-entertainments/">LEGO acquires LEGO Discovery Centres and LEGOLAND Discovery Centres from Merlin Entertainments</a> appeared first on <a href="https://www.brandsuntapped.com">Brands Untapped</a>.</p>
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		<title>LEGO teams with Netflix for KPop Demon Hunters sets</title>
		<link>https://www.brandsuntapped.com/lego-teams-with-netflix-for-kpop-demon-hunters-sets/</link>
		
		<dc:creator><![CDATA[Billy Langsworthy]]></dc:creator>
		<pubDate>Wed, 04 Feb 2026 15:54:17 +0000</pubDate>
				<category><![CDATA[News]]></category>
		<category><![CDATA[KPop]]></category>
		<category><![CDATA[Lena Dixen]]></category>
		<category><![CDATA[Marian Lee]]></category>
		<category><![CDATA[LEGO]]></category>
		<guid isPermaLink="false">https://www.brandsuntapped.com/?p=35918</guid>

					<description><![CDATA[<p>"KPop Demon Hunters and LEGO fans will finally get to combine their passions and immerse themselves in the world of KPop Demon Hunters through LEGO building," said Lena Dixen, SVP, Product Group, Core Businesses at the LEGO Group.</p>
<p>The post <a href="https://www.brandsuntapped.com/lego-teams-with-netflix-for-kpop-demon-hunters-sets/">LEGO teams with Netflix for KPop Demon Hunters sets</a> appeared first on <a href="https://www.brandsuntapped.com">Brands Untapped</a>.</p>
]]></description>
										<content:encoded><![CDATA[<p><strong>LEGO has teamed up with Netflix to launch KPop Demon Hunters sets.</strong></p>
<p>The first LEGO KPop Demon Hunters set will launch this summer, focused on &#8216;the beloved, supernatural creature from the movie&#8217;, likely Derpy.</p>
<p>Additional sets will land in 2027.</p>
<p>“We are beyond the (hon)moon about this new collaboration!&#8221; said Lena Dixen, SVP, Product Group, Core Businesses at the LEGO Group.</p>
<p>&#8220;KPop Demon Hunters and LEGO fans will finally get to combine their passions and immerse themselves in the world of KPop Demon Hunters through LEGO building. The movie has taken the entire world by storm, and we just couldn’t wait to work with Netflix on this one. We hope fans will be as excited about the sets as we are!”</p>
<p>Marian Lee, Chief Marketing Officer at Netflix, added: “As KPop Demon Hunters continues to break records both on and off screen, we’re delighted to continue expanding this world IRL and partner with the LEGO Group for a brand new collection of beautifully designed and authentically-detailed sets – FOR THE FANS!”</p>
<p>The post <a href="https://www.brandsuntapped.com/lego-teams-with-netflix-for-kpop-demon-hunters-sets/">LEGO teams with Netflix for KPop Demon Hunters sets</a> appeared first on <a href="https://www.brandsuntapped.com">Brands Untapped</a>.</p>
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		<title>LEGO and Crocs kick off multi-year partnership with LEGO Brick Clog</title>
		<link>https://www.brandsuntapped.com/lego-and-crocs-kick-off-multi-year-partnership-with-lego-brick-clog/</link>
		
		<dc:creator><![CDATA[Billy Langsworthy]]></dc:creator>
		<pubDate>Mon, 26 Jan 2026 12:50:34 +0000</pubDate>
				<category><![CDATA[News]]></category>
		<category><![CDATA[Carly Gomez]]></category>
		<category><![CDATA[Crocs]]></category>
		<category><![CDATA[Satwik Saraswati]]></category>
		<category><![CDATA[LEGO]]></category>
		<guid isPermaLink="false">https://www.brandsuntapped.com/?p=35766</guid>

					<description><![CDATA[<p>"The LEGO Group and Crocs have come together to celebrate people’s bold and unapologetic creativity,” said Satwik Saraswati, Head of Licensing &#038; Extended Line Design &#038; Partnerships at the LEGO Group.</p>
<p>The post <a href="https://www.brandsuntapped.com/lego-and-crocs-kick-off-multi-year-partnership-with-lego-brick-clog/">LEGO and Crocs kick off multi-year partnership with LEGO Brick Clog</a> appeared first on <a href="https://www.brandsuntapped.com">Brands Untapped</a>.</p>
]]></description>
										<content:encoded><![CDATA[<p><strong>The LEGO Group is embarking on a multi-year global partnership with Crocs.</strong></p>
<p>The collaboration kicks off with the LEGO Brick Clog, an oversized clog with four studs stamped with the LEGO brand logo and a brick-like outsole. Accompanying the LEGO Brick Clog is a LEGO Minifigure with four pairs of its own miniature Crocs shoes.</p>
<p>Retailing at $149.99, the LEGO Brick Clog will be available globally from February 16th via Crocs and at <a href="http://www.LEGO.com/crocs">www.LEGO.com/crocs</a></p>
<p>&#8220;The LEGO Group and Crocs have come together to celebrate people’s bold and unapologetic creativity,” said Satwik Saraswati, Head of Licensing &amp; Extended Line Design &amp; Partnerships at the LEGO Group.</p>
<p>“Our common mission to enable self-expression and wear it with pride only marks the beginning of a journey with endless possibilities. We cannot wait for the rest of the world to join us and build together with us.”</p>
<p>The LEGO Brick Clog will be followed by multiple product launches through 2026, including Crocs’ largest licensed assortment of unique Jibbitz charms.</p>
<p>Carly Gomez, Chief Marketing Officer at Crocs, added: “The LEGO Group’s boundless imagination makes them the perfect match to Crocs’ wonderfully unordinary spirit.</p>
<p>“We are both brands that pride ourselves in being built different, in celebrating self-expression and in fuelling creativity. I can’t wait for our fans to see what we’re creating together.&#8221;</p>
<p>The post <a href="https://www.brandsuntapped.com/lego-and-crocs-kick-off-multi-year-partnership-with-lego-brick-clog/">LEGO and Crocs kick off multi-year partnership with LEGO Brick Clog</a> appeared first on <a href="https://www.brandsuntapped.com">Brands Untapped</a>.</p>
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