Lego builds global alliance with Danish publisher

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COPENHAGEN -- Hot on the heels of its licensing agreement with Disney, Danish toymaker Lego has entered into a global alliance with Copenhagen-based Egmont Group, which will see the two companies develop and launch new media products targeted at children across the world.

"This is going to be big, very big, and we hope profitable for both companies," says Egmont's CEO Jan Froshaug. "Lego and Egmont are two Danish companies with a strong global presence, and this alliance is designed to strengthen this presence," he says.

Egmont, which produces and markets 70% of the children's magazines and books market in Europe, is active in 28 countries worldwide. Lego is present in 37 countries.

The new media products are expected to include CD ROM magazines and games which will include the Egmont and Lego logos, including 3D CD-ROM "building" games, developed jointly by Lego and Egmont.

Lego and Egmont remain tight lipped about the planned October launch of the new media products, except to confirm that the U.K. and Germany have been selected as the two trial markets.

Copyright September 1998, Crain Communications Inc.

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