Cartoon Network builds Lego partnership

Cartoon Network has partnered with the Denmark-based Lego Group to launch a multiplatform franchise titled Mixels.

Next year, the pair will launch the franchise, which will comprise animated shorts of Cartoon Network’s flagship US cable channel, low priced Lego building block sets and an online app.

The pair first unveiled its partnership with Lego last year when the Turner Broadcasting-owned kidsnet revealed its production wing, Cartoon Network Studios, was looking to create content around the building blocks brand.

Productions teams in the US and Europe then began working on the project.

The Mixels is billed as “colourful” creatures that can “mix and combine with one another in creative and unpredictable 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.”