LEGO to debut ‘new brand collaborations’ at Summit of the Americas trade show

The LEGO Group will reportedly debut ‘new brand collaborations’ at this year’s virtual Summit of the Americas trade expo.

According to The Moodie Davitt Report, the company will use the meeting between retailers and manufacturers to highlight new products from the DUPLO, CITY, Friends and NINJAGO themes – as well as debuting ‘new, yet-to-be-revealed, brand collaborations’.

The business-to-business outlet cites Nintendo and Ducati as prominent previous collaborations in 2020, so we could be looking at another new external partnership for 2021. The LEGO Group’s Head of Expansion and Training Sebastian Alt spoke to The Moodie Davitt Report about the ‘endless opportunities’ the Americas region offers the company ahead of the April event.

“The Americas business is very important to the LEGO Group,” Alt said. “It is one of our key growth drivers with endless opportunities. We are looking forward to e-meeting retailers and landlords from the Americas and from all travel retail channels at the Summit of the Americas.”

The Moodie Davitt Report doesn’t dive into specifics over these new collaborations, and there’s no guarantee that it isn’t talking about partnerships that will be revealed ahead of the event itself, rather than using the expo as a specific platform to make new announcements. But it’s definitely worth keeping an eye out for any news that breaks around the event, as we’ll be doing when it kicks off in April.

The virtual convention will run online from April 5 to 9 for buyers, retailers and exhibitors. You can find out more on the official Summit of the Americas website.

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Chris Wharfe

I like to think of myself as a journalist first, LEGO fan second, but we all know that’s not really the case. Journalism does run through my veins, though, like some kind of weird literary blood – the sort that will no doubt one day lead to a stress-induced heart malfunction. It’s like smoking, only worse. Thankfully, I get to write about LEGO until then. You can follow me on Twitter at @brfa_chris.

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