Lego builds on TV presence

MIPCOM: Lego is plotting further expansion of its toy brand on television and mobile and is developing a reality competition show format in search of a “master builder.”

Jill Wilfert, Lego’s VP of global licensing and distribution, told delegates at Mipcom yesterday that the company will continue to develop original content having been buoyed by the recent critical and commercial success of The Lego Movie.

“We feel like we have a role to play within this area. We are working on a new property that will launch with a TV series in 2016 and we’re focused on having real interactivity with that,” Wilfert said, adding that she wanted to reach out to “digital natives.”

The Denmark-based firm has previously partnered with broadcasters such as Cartoon Network on a number of animated series, including Lego Ninjago, Lego Star Wars, Legends of Chima and Mixels.

However, Lego looks set to explore new areas of TV outside of animation after Wilfert revealed that, as well as a documentary to be released next year, the company is developing a reality competition show format.

“The idea of becoming a master builder is something we could resonate with audiences. We’re talking to partners about that now,” Wilfert said.

Beyond The Brick: A Lego Brickumentary is being distributed by US multi-platform studio Radius-TWC and premiered at the Tribeca Film Festival earlier this year.

In 2000, the Danish toyco set up a production arm with kids’ TV veterans Vanessa Chapman and Michael Carrington. The prodco ran for five years, producing toons such as Little Robots and later became Create TV & Film.