Re:creation snaps up LEGO youth rights
Re:creation Group PLC has been appointed as the Exclusive Distributor of LEGO Youth Electronics in the UK.
Re:creation Group PLC and US-based Digital Blue Inc. announced today their entry into a definitive agreement by which Re:creation shall serve as the exclusive distributor of Digital Blue’s licensed LEGO Youth Electronics range in the United Kingdom. The award-winning collection includes digital cameras, clock radios, a mini stereo CD system and USB memory sticks shaped like the classic LEGO minifigure. The range was introduced to the US market in 2009 and to the UK in limited quantities in 2010.
Nick Joslin, Re:creation’s Managing Director commented: “We are delighted to be appointed Digital Blue’s sole UK distributor for this exciting range. We have a lot of experience in the category, and also work very closely with LEGO across a broad portfolio of licensed toys and gifts which we feel puts us in a unique position to satisfy the enormous pent up demand in UK."
Tim Hall, CEO of Digital Blue commented: “Re:creation is a great partner because of their brand management orientation, we have had the benefit of their expertise in the UK market for many years. They focus on both the customer and the end consumer, which we find to be the optimum way to support our licensed products based on this world-class brand.”
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