Ferrari signs a licensing agreement with Lego
Nürnberg, 4 February 2004 – Ferrari has signed a three-year licensing agreement with Lego, the world-famous Danish producer of toy bricks. The accord paves the way for the development of Ferrari single-seater brick models and a full Formula 1 set up including the pit area and podium.
The series, entitled ‘Lego Racers’ will be distributed to toyshops during 2004. A life-size Ferrari single-seater constructed from 146,000 Lego bricks and fitted with original Bridgestone tyres was on display at the presentation of the agreement, held today at the Toy Fair in Nürnberg.
‘A market niche with the highest growth potential for the development of the Ferrari brand is that of children’s toys’, declared Alberto Crippa, Director of Ferrari Licensing and Merchandising. ‘This new and significant collaboration with Lego is an important move in this direction, as, like Ferrari, Lego has been able to expand and yet maintain its identity as construction toys market leader, thanks to its competence and creative capacity.’
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