LEGO AND NBA FORM GLOBAL AGREEMENT
By Adnews Staff
The Lego Company of Billund, Denmark has signed a multi-year global merchandising and marketing agreement with the National Basketball Association. As part of the agreement Lego will introduce a new category of toys called Lego Sports later this year. The company will also break a global marketing campaign incorporating a number of the NBA's marketing assets. Under the terms of the agreement Lego can use the NBA league and team logos in its communications materials, retail promotions, products and packaging. A new area called the Lego Creative Play of the Week will be added to the NBA's Web site. Beginning next season Lego products will be sold in The NBA Store in New York City and online at <http://www.nba.com>.
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