As a key component of the partnership, the Lego Company will launch a line of NHL-themed products under its newly formed Lego Sports brand in Spring 2003, as well as utilise NHL league and team marks as part of a global marketing and media campaign to support the product launch.
To help expand and leverage the global appeal of the NHL, the Lego
Company will support an NHL Mall Tour that will visit the Nordic
region of Europe, April through June 2003, and will be a supporting partner of the NHL Challenge, a series of exhibition games to be held in Europe next fall.
NHL Commissioner Gary Bettman says, "This is a natural partnership between two premier international brands that have tremendous global reach and resonate with youngsters around the world. Lego is a great addition to the NHL's thriving merchandising business, while, at the same time, the League's loyal and passionate fans, who consume anything hockey, should prove extremely beneficial to Lego."
