UNIVERSAL MUSIC INTERNATIONAL LINKS UP WITH LEGO COMPANY
31 JANUARY 2001, LONDON — Universal Music International is to link up with toy manufacturer, LEGO Company in a unique three year business partnership.
The world’s largest music company has secured the support of a world famous producer to develop music to accompany Lego’s latest new product launch, Bionicle. This will initially consist of a music power pack launched in Europe throughout spring 2001 with further music projects planned to support the product later in the year.
Jens-Otto Paludan, MD Universal Music Denmark who initiated the deal commented: “This is a very exciting project for Universal Music and allows us to develop a relationship with a prestigious brand outside of the music arena. Lego is synonymous with quality, innovation and fun – attributes we can identify very closely with.”
Stig Blicher, Marketing Director, Lego commented: “We have chosen to work with Universal Music International because we share the same target audience among young people between the ages of 7-16. Our products stimulate many senses, so for us, it is only natural to incorporate music into the LEGO universe.”
Universal Music Group is the world’s leading music company with wholly-owned record operations or licensees in 63 countries around the world. Its businesses also include Universal Music Publishing Group, one of the industry’s largest global music publishing operations.
Universal Music Group consists of record labels A&M Records, Decca Record Company, Deutsche Grammophon, Geffen Records, Interscope Records, Island Def Jam Music Group, Jimmy and Doug’s Farmclub.com, MCA Nashville, MCA Records, Mercury Records, Motown Records, Philips, Polydor, Universal Records, and Verve Music Group as well as a multitude of record labels owned or distributed by its record company subsidiaries around the world. The Universal Music Group owns the most extensive catalog of music in the industry, which is marketed through two distinct divisions, Universal Music Enterprises (in the U.S.) and UM3 (outside the U.S.).
Universal Music Group is a unit of Vivendi Universal, a global media and communications company.