Lego Partners with DC on Mobile App
Lego and Batman are teaming up to take on Apple.
Actually, DC Entertainment, the home of comic legends like Batman, Superman and The Flash, has partnered with Lego to launch a co-branded app available on the iPad and iPhone.
The free app, Lego Hero Factory, features a mix of original Lego-branded comics as well as a handful of kid-friendly DC digital comics, including the Batman Adventures, Supergirl: Cosmic Adventures in the 8th Grade, Young Justice, Tiny Titans, Teen Titans and Superman Adventures. Hero Factory makes its debut in the App store on Wednesday (Jan. 18).
Lego and DC have been partners for 13 years, according to Hank Kanalz, DC’s svp of digital. The companies have previously produced a line of print comics under the brand Bionicle and have also collaborated on a popular game for the Nintendo Wii Lego Batman.
But with DC’s launch last year of digital comic editions, which go on sale the same day as their print counterparts, the timing was right to introduce a new digital co-branded product. Both Lego and DC will begin to promote the new Hero Factory app, which is aimed at kids 6-12.
That age-range may seem young for an iPad app for comics, but it appears that parents are open to it. “Anecdotally, as far as patterns go, for a lot of our older readers they say this is something they can share with thier kids,” said Kanalz. “So we think a lot of the usage will come from parents purchasing for their kids.”
The Hero Factory app is free to download, as are the various Lego branded and DC original comics featured it features. But kids can elect to purchase more issues of their favorite DC titles via the app.
‘Lens of the West Coast’: Inside the L.A. Times’ new head of audio’s plan to focus the publisher’s podcasts
Aguilera wants people to one day associate the newspaper publisher with its podcasts and their West Coast "vibe and tone." But first, she is tasked with growing the L.A. Times' daily news show "The Times."
Member ExclusiveMedia Briefing: What publishers should watch for when meeting with blockchain vendors
In this week's Media Briefing, media editor Kayleigh Barber explores the primary questions publishers should be asking when evaluating potential blockchain partners.
Amid video growing pains, Amazon Live struggles to attract publishers
Amazon wants publishers to drive their audiences toward the ecommerce platform's shoppable videos. Many are skeptical.
SponsoredMarketing teams are revisiting brand suitability on social media in 2022
Brands and people want to know that social media apps are safe places to connect, free from exposure to harmful content. Brand suitability describes the practice of determining a particular brand’s tolerance of advertising alongside safe but sensitive content. Heading into 2022, brand suitability will continue to be at the forefront of the advertising industry’s […]
‘Push back with brilliance’: Jared Belsky explains Acadia’s approach to acquiring other agencies and recruiting clients
Digital agency Acadia is focused squarely on winning mid-sized clients that the holding companies usually pass over or don’t treat seriously enough.
Architectural Digest will publish its first global print issue as part of revamped international rollout strategy
As Condé Nast shifts to a consolidated global content strategy, editorial teams around the world are working more closely at AD to coordinate the publication of feature stories, videos and new franchises.