University Games, an international toy and game company, has aligned with the LEGO Group to create LEGO branded games and Colorforms products.
Available now, LEGO BIONICLE: The Quest Game includes six exclusive Toa Inika game piece figures and a Protodermis ball launcher that players use to take on the evil Piraka. Each player needs to find the Mask of Life and save the BIONICLE universe.
The BIONICLE product line is supported through a series of comicbooks and on an online forum (www.bionicle.com) where fans can play games and read the latest in the BIONICLE story.
Other LEGO games also available now, such as LEGO Dominos, where players match and stack their dominos by matching the color of the LEGO bricks. In LEGO DUPLO Checkers, players add easy stacking action to the traditional gameplay.
University Games will develop more LEGO games and extend the LEGO brand to its Colorforms division. Colorforms are creative and imaginative activity sets for young children. This alliance represents a strong teaming of the popular construction and game categories.
"We are thrilled to team up with LEGO for this powerful licensing venture," said Bob Moog, president, University Games. "The LEGO brand embodies fantastic values of open-ended, creative play and we look forward to a long and successful partnership."
"We are excited to be working with University Games in bringing a fresh approach to LEGO games," said Michael Boland, director of partnership and alliance management for LEGO Group. "University Games has the ability to decode our brands and translate them in a very compelling new way that we know will connect with consumers."
Founded in 1932, The LEGO Co. (www.LEGO.com) is a privately held, family-owned company, based in Billund, Denmark. The company is the fifth largest toy maker in the world, with products sold in 130 countries.
Founded on April 1, 1985, University Games (www.ugames.com) is a privately-held company with five divisions: University Games, Spinner Books, Great Explorations, Bepuzzled and Colorforms. Headquartered in San Francisco, University Games also has offices in the Netherlands and Australia.
Rick DeMott
Animation World Network
Creator of Rick's Flicks Picks
