LEGO Signs SuperAwesome Global Mobile Deal

Mar 30, 2014 9:37 PM  By

SuperAwesome and LEGO have today announced that they are partnering to launch the LEGO Mixels digital campaign across SuperAwesome’s global multichannel kids and teens marketing platform.

LEGO Mixels launched at retail on March 1 and is the first global joint venture between LEGO and Cartoon Network. The franchise includes characters that can mix and combine with one another to create wacky characters and are available as cartoon content and mini LEGO construction toys. Each Mixels model features up to 70 pieces of LEGO, including new elements such as eyes, teeth and ball joints.

Reaching over 30 million kids and teens every month on mobile, web, video and physical discovery channels, SuperAwesome is the leading marketing platform for the youth audience in US and UK. The company’s innovative platform also allowed the LEGO campaign to include a highly innovative HTML5 digital painting application, accessible from any smartphone, tablet or computer.

Harry Harrison, LEGO Mixels Brand Manager commented, “With children today interacting with content across so many different channels, it can be a tough challenge to engage meaningfully across this competitive landscape. SuperAwesome’s multichannel platform is the ideal environment to bring this new game-changing play theme to life in the digital realm.” He continued, “From designing their very own Mixels character to winning prizes, this digital campaign will offer a truly fun and interactive hub for LEGO Mixels fans.”

Dylan Collins, SuperAwesome CEO commented, “We’re incredibly excited to be once again working with LEGO on such a groundbreaking new initiative. The combination of TV, digital and physical toys makes it a perfect entertainment experience for this new generation of kids.”

The Mixels shorts debuted on Cartoon Network on 15th February and air weekly. Check out LEGO.com/Mixels for building instructions, mini games, inspiration and Mixels.com for further videos, information on the cartoon and app-powered gaming experience.

SuperAwesome recently announced its expansion into the US market via the acquisition of MobiGirl Media.