The Lego Group Signs With WME

EXCLUSIVE: The Lego Group, the company behind the toys and all your favorite Lego-themed entertainment, has signed with WME for representation.

As The Lego Group’s agency, WME will advise the Lego team across the entertainment industry and provide insight and support on strategies to optimize the company’s footprint in Hollywood, helping them to build and expand their business across film, TV, music, fashion and art, and create meaningful talent partnerships.

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The Lego Group is a co-producer on Piece by Piece, director Morgan Neville’s unconventional Pharrell Williams biopic, which uses Legos to illustrate the Grammy winner’s story. WME helped set up the project with clients Williams and Neville. It’s slated for release through Uni’s Focus Features label on October 11.

To date, Lego’s films have grossed over a combined $1 billion globally. They’ve evolved significantly since their inception, reflecting the brand’s journey from a simple toy to an entity with significantly more cultural cachet for a broad audience. The first major foray into Lego-themed media began with the direct-to-video release of Lego: The Adventures of Clutch Powers in 2010, which set the stage for more ambitious projects. The turning point came in 2014 with The Lego Movie, directed by Phil Lord and Christopher Miller, which was a critical and commercial success, spawning a franchise that included sequels and spin-offs such as The Lego Batman Movie (2017) and The Lego Ninjago Movie (2017).

Parallel to the success of these features, Lego ventured into television with various animated series, Ninjago being one of the most popular. Production is ongoing on five of these titles, as well as a range of animated specials in collaboration with some of the world’s most well-known and beloved entertainment properties from Disney and Universal. Then, there’s Lego Masters, a reality competition series centered on creative Lego challenges, which continues to be enjoyed by millions of families around the world, with new seasons in production in multiple markets.

At present, more than one new Lego feature is said to be in development with Universal Studios.

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